However, the CRM world has become highly complex with many players. How do we decide whom to choose as a partner? The answer to this is not as complex as you think. You must first address and understand that thou shalt focus on thy customer in order to survive the sales environment. This means that the dealerships of today must invest in CRM or a BDC as soon as possible. This is evidenced also by the fact that most OEMs are directing their dealers toward goals requiring client management. After you have made the decision to pursue the CRM track, its time to choose your product. Remember, that by postponing the decision to utilize CRM, the environment will not change back to the good old days, no matter how much you hope that it will.

Now, you ask, what is a good CRM? Its a comprehensive product that addresses all the needs of a dealership-be it sales, service, body shop, parts, and/or Internet lead management. Your dealership should be able to use this tool along with your DMS-requiring no additional plug-ins, bells, or whistles. It should reduce your cost of operations by eliminating many redundancies in customer follow-up at your dealership. Remember, a true CRM system should actually reduce cost of operations. How much experience your CRM vendor has and how tested their tool is should help assure you that you are making the right decision.

The vendors clients should confirm their claims regarding the level of service they will provide to you. The product should help you to do all you can to eliminate disjointed systems at your dealership. Keep in mind that many aggressive CRMs can actually interface with all primary DMS better than the DMS company can. Lets face it-most DMS tools were bought from other companies and then added to their systems. I encourage you to pursue and investigate all your options.

You need to remember that few of the CRM vendors have been working at these systems for a very long time and have a wealth of experience. Their know-how can make a big difference as to how well your employees will embrace their system. So, first and foremost, gravitate toward vendors that truly have a long-time commitment and a true stake in their products. Lean toward those whose life-blood is in the CRM world, and then make your decision boldly and proceed. Remember that postponing the decision will not make the need for it go away.

Saphura Long is the president of ReckonUp by Prize Corporation, a provider of Web-based sales and service CRM solutions. She can be reached at 423-756-4084 or at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it .