Findlay Cadillac Drives Internet Sales
An automotive client used virtual coaching to find hidden opportunities within their CRM that improved lead handling processes and overall performance.
The Challenge
Findlay Cadillac is one of the largest stores in the Cadillac West Region. Our team found instances that highlighted the issues in the lead handling process that were being overlooked. Their challenges were similar to every dealership’s challenge – salespeople wanted to be out selling, rather than replying to emails.
Their assigned coach advised them on how critical the first digital touchpoints are in a car sale journey, illustrating how incomplete, inconsistent, late or unprofessional communication could have a drastic negative effect on their overall sales.
The Insight
The Maritz Automotive team, who are previous dealership employees that have experience working with hundreds of dealers’ CRMs, diagnosed some of the key issues. Our team dedicated to Findlay Cadillac found examples in the CRM of issues in lead handling and processes that were being overlooked. We then went on to recorded short videos for the staff to consume on-demand that illustrated opportunities for improvements.
Assessments were also provided to create benchmarks and scorecards that identified opportunities and created action plans. This allowed the staff and manager to understand and recognize the issues and implement the recommended changes.
Processes were improved to reduce response times and enhance quality. Special priority was given to requesting appointments, as well as calling before appointments to confirm them.
The Results
By diagnosing and solving the real issues happening in their CRM, all through videos, we were able to improve the staff’s response times, appointment set and show rates and overall internet sales.
The success Findlay Cadillac saw led to dealerships nationwide adopting the same review of their process to improve sales.
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