EP 10:13 Stop Paying Stupid Tax: The Real Cost of Poor CRM Utilization

In this enlightening episode of the Millionaire Car Salesman Podcast, host Sean V. Bradley, joined by Dealer Synergy’s Director of CRM and Technologies, Jonathan Schrieber, delves deep into the intricacies of Customer Relationship Management (CRM) systems in the automotive industry. The discussion highlights the evolving roles within the dealership environment and the crucial importance of CRM systems as a cornerstone for modern automotive businesses. The episode begins with an exploration of Jonathan's extensive background, emphasizing the value of his varied experience from education to high-ranking dealership roles and through to his tenure at LotPop.

"I fell in love with the CRM because you can't hide from it. You either do or you don't." – Jonathan Schrieber

Throughout the episode, Sean and Jonathan stress the significance of effectively leveraging CRM systems to ensure dealership success and growth. They explore common shortcomings and strategies for enhancing CRM processes, from setup and employee training to AI integration with tools like Podium AI. 

"Information without application is just information. Information with application equals transformation." – Sean V. Bradley

Key insights include the necessity of customizing CRM processes to align with dealership specifics, promoting accountabilities such as making CRM usage a condition of employment, and the underutilized potential of CRM in reducing dealership dependency on expensive third-party lead providers. During the conversation, the seamless integration of AI with CRM systems is identified as a vital step towards optimizing customer engagement and dealership efficiency.

"The hardest part about this job is just getting customer engagement." – Jonathan Schrieber

 

Key Takeaways:

✅ The seamless integration of CRM systems with AI holds significant potential to enhance dealership efficiency, especially beyond regular business hours.

✅ Customized CRM processes are vitally important for the unique needs of each dealership, particularly in managing the lifecycle of leads from various sources.

✅ Proficient use of CRM can dramatically reduce unnecessary expenditure on third-party lead services by maximizing existing databases.

✅ Consistent training and management accountability are essential to encourage proper CRM use by employees, enhancing dealership profitability.

✅ Innovative applications of AI within CRM not only streamline dealership operations but also improve customer engagement and management decision-making processes.

About Jonathan Schrieber

Jonathan Schrieber is a seasoned automotive professional with over 20 years of diverse experience in the industry. Jonathan is a graduate of the NADA University and has held various pivotal roles, including Internet Director and GSM. His career spans several key areas, including sales, service, parts, and management in dealerships, which provided him a holistic understanding of automotive operations! Jonathan currently serves as the Director of CRM and Technologies at Dealer Synergy, where he leads initiatives to maximize dealership efficiency and customer relationship management globally. His expertise has been honed further through a significant tenure at LotPop, where he analyzed and enhanced dealership processes across the country.

 

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Mastering the Art of CRM Integration: Strategies for Automotive Dealership Success