In a recent edition of an auto industry magazine, I read about a large automotive group that was planning to expand their business exclusively from the fixed operations side. This dealer, like many, has realized that dealers are much less at the mercy of the world and our economy in fixed operations than at the mercy of variables.

Lets face it, even if the customer cannot afford to buy a car, he or she still has to keep the one they have operating. Our years of experience show that the average customer really does want to work with his or her original dealer but doesn't feel that the service department really cares. It's important to point out as well that mistakes in the sales department are much more readily forgiven than those in the service department. Meaning: a customer could be perfectly happy with a chance negative experience in sales, but never buy another car from you because of a negative experience in service.

You need your CRM tool to perform just as well for your fixed operations as it does for variables. You might even want to install your CRM in the service department first, and then second in the sales department. A good true service CRM should immediately give a 20% boost to service numbers. But the question here is, can your CRM truly address the needs of your fixed operations? Here are some specific points to address with a prospective vendor:

• Show me how your system addresses the VIN of a vehicle.
• Show me the variable for mileage.
• How do we get service information into the system?
• Show me a customer record that shows both sales and service.

The response to these questions might surprise you. Some of the best-known systems will fall apart under this kind of scrutiny. Even many of the systems the OEMs are currently embracing have not been thoroughly tested and therefore do not address the true needs of fixed operations. However, even if the manufacturer helps pay for some of the cost of the CRM tool, your dealership will end up attempting to use an inferior product to address a very major need of your company. As a wise client and friend once said, You might not be able to afford some of these systems-- even if they are free.

The CRM tools of today must address the CSI needs of service and be proactive in client follow up. They must also quickly and easily produce direct mail or email, and facilitate contact with the client on a continual basis. Your dealership should not have to have one system for CRM, one for service reminders, another for special order parts, and still another for desking a deal. A true CRM system will transcend all these needs and you should request that your vendor provide your dealership with this kind of service. Remember that just because they might have the name does not mean that they have the product. Also, just because the OEM has recommended it, don't assume that it is well tested and truly does what it says.

One way or another, the buck stops with you. The dealership is yours and therefore the CRM decision is yours in the end. Just remember this decision, if made in haste, could cost you far more than just the installation.

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 .