The Dealer Playbook
The Dealer Playbook

Episode 9 · 7 years ago

Hunter Swift: How To Drive More Car Sales With Your CRM w/Hunter Swift


"Most dealers are using their CRM to manage customers and leads, while the more progressive dealers are using it to manage the relationship" 

Hunter Swift


Are you and your dealership unlocking the true power of your CRM software? A CRM is so much more then a tool to enter customer information or remind a sales person to make a follow up call. Your CRM has the potential to be a marketing monster for your dealerships sales and fixed ops departments. 


 In this session of "The Dealer Playbook" we sit down with our friend and industry thought leader Hunter Swift. Hunter is not just a expert on auto dealer CRM best practices, he is the Director of Sales Development at DealerSocket. In case you do not know who DealerSocket is, they are one of the auto industries leading CRM providers. 


Hunter dives right in with some easy no cost strategies and tactics dealers can execute to drive more sales and keep your service techs turning wrenches. He also discusses in detail the email  campaigns that his company's clients are getting the best results from plus some other creative yet easy ways you can pump a lot of business out of your current CRM. You have to check this out because Hunter knows his stuff!!! 


The information in this episode will sell you more cars!



In this episode you will learn more about:


-Successful email campaigns


-Shifting sales peoples mindsets when it comes to your CRM


-How to use your CRM for branding


-How to use your CRM to build relationships 


-Freshening up email templates


-Creating automated campaigns that convert


-Mining for customers in your CRM


All that plus more that will help you not just get more out of your CRM tool but sell more cars, make more gross, get great CSI and build long lasting relationships with your customers. 


Links and Resources mentioned in this episode:


Follow Hunter Swift on Twitter for more great content to help you unlock the power of your CRM tool 


Hunter's powerful article from Driving Sales Innovation Guide:


Great video from Hunter on database mining discussed in the episode:


We had a great time with Hunter Swift on this episode and hope you did as well. 


Now it is your turn, leave us some feedback and let us know your thoughts or if Hunter missed anything. 


Thank you again for dialing into the DPB podcast and we will see you next time! 



This is the dealer playbook, episodenine, and I'm pretty sure nobody loves their Cadillac as much as this guy. Here we go. You're dialed into the dealer playbook podcast, where it'sall about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. All right, everybody, what's going on? My name is Michael Cirillo and I'm here with my man, Robert Wiseman, was shaken play of what's up, everybody? Hey, so super excitingeverything that's been happened with the dealer playbook. I'm I, like you, amjust so incredibly grateful. I feel blessed for everybody that's listening in.Everything that we do in the dealer playbook is powered by our desire to educate, to help bring winning strategies that deliver real results. This stuff is,you know, unadultrated, raw data, that that is proven and tested,and we're bringing it to you from the indre industries elite experts, and today'sno exception. Today we have hunter swift, who, at dealer socket, istheir head of sales development, and this guy is just, you know, the epitome of thought leadership. He has so many incredible ideas that helpdealers and are helping dealers every single day leverage their crm or customer relationship managertool to draw in, I don't want to say fresh traffic, but itreally harvest the existing leads and past sales that have happened tap into it aslike a full functional Pele and marketing machine. Yeah, it's like the the costof attracting new business is the highest, you know, the it's the worstclosing rate and it cost. It's the highest customer, highest dollar customerto acquire where these are already sitting there. They already like you, they've alreadydanced with you. So you know, chances are, I mean, thatwe're a lot of the others are missing the boat in this and hunter'sgot some great information that I think will help you out. Yeah, Imean, if you look at if you look at just the sheer number ofpeople sitting inside of he calls it inside the boxer. I think you referto it as inside the box. Yeah, there's a hundred of them. Arelike a small metropolitan area. Yeah, yeah, I mean there's will havecities in there. A fool like a small city exactly their crm exactly, and and there's there's so much data that's been acquired. And I mean, you know me, I'm a big data junkie. I love looking atwhat you know I can analyze from data and what insights I can take tocreate an action. And I love how he, you know, shares howto leverage the information. You you know so much about the people sitting insideof your crm system that it would be, you know, can I use theword foolish, not to leverage that information into new opportunities. I would, I would one hundred percent agree with you, Michael. So listen,you guys are going to love this is his hunter swift from dealer socket crm. Great, guys, Guy's a true... We're going to go aheadand jump in with him right now. Here we go. Okay, everybody, and a get. This is Robert Wiseman and we are here with ourguests today again. It's director of sales development with dealer sockets CRM and somebodythat I've become a big fan of lately. First met, we hooked up andmet in person first time at the Internet sales twenty group previous one Atlanticcity hung out a little bit there and then he in the latest dealership innovation. Guy from the drive good people at driving sales. He has a realkiller article that I was a big fan of and he'd put a interesting videoout to cut some traction online regarding dealerships with crm is hunter, swift,hunter. What's up, brother, thanks for taking the time and we're greator great. We're great. You got a good time. You got agood chance to talk with Michael. There you guys. I think one nightat dinner you guys were sitting kind of close and chopped it up. Yeah, we had a we had a killer conversation going there us. Yeah,I was great. It's great to see you, guys, and thanks againfor having me on this. You guys are doing some great things for industry, so I'm excited to be part of this. Wow. Well, thanksme up. Thanks a lot. Thanks a lot. As to you.So, guys, if you haven't grabbed those articles, they were a bigpart of I always you know, once I met Hunter, I knew speakingwith Michael. They're like we were really taking a big like roll call thereof like, you know, lining up some future guests for the pod castat this conference, but we definitely spoke about hunter. Definitely want to definitelyset him to be on here in the future. But Man, I waschecking out this article that he had and then a video and it was goodpoints for the dealerships that you know on a tool that everybody has. Iwould say, well, let me ask you that, Hunter. So outof like do you know like a hard number of how it any dealerships,like a percentage that might not be using a actual crm tool? You know, I think now most people are using some type of tool. I meanalmost every dealership has a website now and they need some place for those leadsto go. So I mean I I would say there's probably some smaller dealerships, new car franchises, is maybe less than ten percent. But you know, we're doing a big push now at the independent market and we're noticing,you know, maybe upward to sixty percent are still not using something for theirmarket. But for the most part on new cars almost every dealer is usingsome type of software to manage their leads in their customers. So Will God. Well, that's a relief. That's relief. So okay. Now thatbeing said, in the video that you you release a little bit ago youwere talking about just the marketing and to the expense of and we all knowthat, to the nothing costs more than attracting new customers to come into yourdealership, that comes to the show room, to call in, to fill outan email form, what have you. That's the the most expensive clients thatthat you can go after. But you're talking about a lot of theuntapped potential that lays within the people that already you've gotten down and boogied withyou. You know, they've danced with you, they bought with you,they like you, they're doing service with you, etc. That are sittingin this box. And you made a...

...great term about teaching the people thatit's a pump. You know that the more they pump the crm the themore they're going to get out of it. Like, what are some key strategies? Are just some easy things, no matter what platform of dealers on, that they can use it to really to, you know, re engagein to pump the crm absolutely well. You know, you're kind of talkingabout something that I brought up, you know, in the video and thearticle is this focused at a lot of dealers have in regards to driving newtraffic to the dealership. Now this could be through, you know, advertisingand web leads and social and SEO. We're always trying to add new customersand we're forgetting those customers that you mentioned that are in this box, whipsand the crm. These are people that have been to your store. Theseare people who have either bought a car or even visited. So they knowwhere you're at. There's some type of interaction and even if it was bad, if you have the opportunity to fix that, that issue that they maybehad, they're going to be a, you know, a long lasting customer. And so if you can kind of focus or direct your focus to thesepeople that are in this box, you're going to have a higher, youknow, higher closing rate, higher gross and higher CSI now a couple ofthings that I suggest. First off is really looking at the marketing that you'resitting to these customers. kind of almost do like a marketing campaign audit,you know, look at which campaigns are work keen and kill what's not.And the other thing that I would suggest is making sure that everybody in yourin your crm, is enrolled in some type of marketing campaign. You know, a lot of times maybe we'll move a customer lost and we think ayou know, the customer bought somewhere else. You know, there's nothing I cando at this. Well, you might have had a great experience withyou. They might have, you know, just picked a different car. Butyou know, those customers should be enrolled into a campaign because I cansell their household another vehicle, I can sell them another vehicle, I caneven serve us the vehicle they bought at another dealership. So making sure thatthere's just some type of, you know, campaign for all of your customers,I think is important. But more importantly, when you're doing some typeof marketing campaign, there should be some type of like reason and not justhand prospecting to prospect you or just to even just, you know, bein contact with you. You know, look at you know, what's thepurpose of it, and I think one of the issues that a lot ofdealers have is, you know, they're always trying to sell, they're alwaystrying to promote and they're not looking at specific called actions. And so,you know, if you're going to send somebody an email, a lot oftimes that emails at going, you know, to the customer it's like a condensedversion of their web page. I mean it's got banners and and columnsand and ads and buttons and we're just hoping that the customer clicks on something. Or if you have a specific call to action, you know, hey, give me a call. This is the reason why I'm sending you tothis email. Or Hey, click on this link, you're going to havea little bit more called action. And because you have these called action andthen you can kind of segment your data and then market your data to likespecific groups and find people that maybe have spent over a hundred thousand dollars atyour store and I want to send a...

...customer appreciation, you know, campaigntoward them. Or if I want to find somebody who may be sold,I sold to but maybe haven't been in for service, or people that comein for service and maybe they're out of warranty. They just had a highcustomer Prero you know, sitting a specific message to those people are always goingto have a higher return versus that kind of spray pray, you know,just send this bulk email out to everybody and just hope that somebody interacts withthem. Yeah, not, and it's almost it's almost like that kind ofbehavior where it's, you know, like you said, the spray and praymodel, where you're sending out this Thirtyzero foot marketing message that you hope willjust capture anybody. It's almost that, I mean that does harm to dealerships, because that's almost what furthers the argument that all dealers care about are,you know, selling you something. It kind of takes the face away.You mentioned something in your article about building brand and you make the statement whereyou say people don't purchase from companies or they don't trust companies, they trustpeople. And so you talk about how you can use the crm to segmentthe market, get the right message in front of the right people at theright time. But ultimately, do you do you think there's got to bethat aspect of hey, there's a person behind this message and there's a personthat you can trust behind this message. How well are dealers doing it?That? Yeah, you know, absolutely. I mean we know dealers love tohave automation and when, a lot of times, when people sign upfor Crm, automation is an important part of that and they think, okay, when a lead comes in, I'm going to get an auto responder outto my customer. You know, my cells people aren't making the call,so maybe I'll have you know the calls be generated. They're not sending emailsand so I'm going to send it out. Well, the consumers are getting smarternow, or we can. We know if it's coming from the computeror the dealership versus an actual person, and so you want to kind ofmake sure that that correspondence that you have with the customer is as real andas personal as possible, and I think that requires kind of a change inour industry, because I still think dealers are using the crm to manage customersand leads and the more progressive dealers are using it more to manage the relationshipof the customer. And if you think of it that way, it facilitatesthe salesperson so that they don't have to remember every customer that they then areinteracted with, but the system kind of prompts them and says, you know, hey, it's this person's birthday, you know, call them up,or hey, this person falls within this person, you know, the segmentof data. Reach out to him for the specific reason. But then withinthe actual email we're trying to personalize that. So we're saying Hey Robert, heyMichael in the subject line or it has their name or its specific andregards that information, where if somebody sends an Elide and says, Hey,do you have this in the in the color yellow, we're responding back tothat versus that autoy ponder that says, you know, hey, I wantto ask you some questions. You know, did you have a specific color inmind? In the customers saying world, I just sent. I just askthat. So you know, we have to kind of go back andlook at a lot of these templates and see what we're sending and make surethat it's not sounding like, you know,...

...where this robot and if if themore personal it can get. I mean all the way down to likeI still see dealers like on their email templets that go out. You know, somebody submits to lead on a Toyota Tundra and the auto replier or themessage that going out has like a toy to Corolla stock photo on it,and you know, little things like that where you're missing that connection of youknow, hey, this is an applicable to me. You're even going backto just marketing to the right person at the right time. I mean thatnothing will piss off a customer more than right after they buy a car theyget an email saying five hundred dollars off your next car. Yeah, andright. That's what I ask what I got from a dealership that I spenta lot of time at and bought my car and and that's that's just proofof what that they're just shut their spraying and praying to the full. Itjust their full list. How would that? They don't even yet. Yeah,and they're just hope there. They like the customers, like, doesthis customer even know that? I just I mean it's IT blows my mind. Yes, it's in Kred. It's laziness. So what does that doto an email list? The hunter like if, if they're spraying and prayingmassive, you know, sales hooks like that, with coupons, even twopeople that are in, you know, it'd a mean the new you know, could have be coming back for delivery. It could be, you know,they're just in this system, no matter what stage they are in theirownership or in their buying process. What does that do to an email list? To like your to being like blacklisted or the emails not going through andspam increases, etc. Yeah, you know, I think an important partwith all the technology, you know, just the Inbox deliverability, I think, is an important issue. You know, depending on how the CRM uses thetechnology to send the stuff out. If there's not measures in place,real easy people can get blacklisted and I know there's some vendors out there that, you know, they have issues sending emails to their customers because they're constantlygetting spent, you know, put on spam. I don't want to kindof push dealer stock or anything, but one of the things that the dealersocket does, which I think is kind of cool, is when a customeris input in a dealer socket, it actually verifies the email address the momentthat you save it. So it prevents us not sending email addresses to kindof invalid email addresses. But the second thing is if you do send thatlike a spam message to somebody, when sead of just having the customer optout, it goes to like a customer preference screen or the customer then isallowed to choose how they want to be communicated to. And one of thethings that POPs ups it says you know, do you want to receive emails inregards to promotion, you know, vehicle safety warranty newsletter, because alot of times what happens is dealerships will send out this brain prey kind ofspam and the customer who just bought the car says, I don't want toreceive in this and they opt out. And then maybe three months down theroad there's a recall safety, you know, thing that goes out, that dealshiphas to communicate this message to the customer, but because that customer optedout of the cells promotion, they don't ever get this message and so youdon't. You know, I mean there's...

...a huge issue here. So beingable to kind of have that kind of technology kind of better wrap. Youknow, understand that, but you know, the dealer I go you know,goes back to that relationship. You know, we don't want to bespammed. You know, each of us probably have one email address that wevalue right we don't want to receive a lot of spam to it. Andwhen customers are being asked, you know, hey, can I have your emailadress, a lot of times they're reluctant because, you know, Imean, I can't even get my email by personal email addresses and hunter swiftat Gmail. I couldn't get that right. I would pay money for that.So I had to, you know, have a number at the end ofmy email address. And so if I am that valuable, you know, if it's that valuable to me, if I give my email address tosomebody, I want something to value and return and I don't want to bespammed. And so it goes back with that trust. You know, ifthe customer gives you your email addressing, what are you going to give him? That's a value and a lot of times it's not a five hundred dollarsoff your next purchase. It's more in regards to things, in regards tohelp, you know, you know about the value, the safety, thingsthat they can do, important things that they want to know and not alwaysbe hey by cards, by card, by car. So right. Somost dealers, most dealers are out there, though, waging fierce battle trying toacquire new customers that fall into kind of that two to five percent ofyou know, we'll call in market consumers. Were the ones that are thinking aboutpurchasing a specific ear, make, model or whatever. But what aboutthe you know, Ninety eight to you know, and ninety five to ninetyeight percent of people who are still in the phase that you're talking about there. You know, hey, our families growing, so we need something withmore safety, more room or whatever, you know, shaping their purchase decisionand something. You know, the biggest takeaway from me up to those pointis a you said you got to have an objective. You need to segmentyour market and then you need to have an objective of what you want toaccomplish with that segment. And then the second thing which we're talking about here, is using the technology to help, I guess, automate that, butI've I mean the prey and spray term has come up a several times hereand I've got a perfect example. I mean, without an objective, Isubmitted a lead to a dealership in Los Angeles. I was I mean I'mup here in Canada, but I wanted to just see how I would havebeen responded to. As we were compiling some data. I still get emailsto this day that say things like hey, wasn't it a beautiful day in SantaMonica today? And I'm like, well, this is not an exampleof how to use the technology to your advantage by and then delivering an automatedmessage that has no relevance. So something I think for dealers to be awareof is they need to have an objective. They need to know who they're speakingto and in a context of messaging that they can understand absolutely. And, you know, kind of going back to this kind of spray and pray, I think dealers, for the most part, they want that lowhanging fruitand I think that's why dealers are willing to pay a lot of money forleads that have very little information and they don't even have exclusivity on it,and so it's easy for the dealer just... pay money and wait for thoseto come in, just like you still have seals people that are standing onthe corner of the dealership waiting for that x up to come, versus goinginto the tool and actually making prospecting calls. That they want that kind of low, you know, that lowhanging fruit. And if a dealer can kind offocus, kind of going back to this pump analogy, if you cancreate these automated campaigns to where their career, you know, looking at the data, their mining the data to find specific people, then these two dosand these calls and these reminders get shown up in the crm and if thesalesperson's actually in the CRM, they'll make those calls and then they realize,well, these customers are higher gross higher CSI and it's easier because I'm it'svery specific and you know, if you have a guy, you know that'scoming in for you know, like, for example, you know it's let'sget let me give you this example. A lot of times people have thisidea of when they're ready to get their next car and you know, theymight be in a five year term and maybe three to four years in thatterm they start seeing new models and they start looking but they think like hey, I still have another year on my you know, on my terms.I'm not really in the market. And the advantage that a lot of dealersare taking advantage of using the technology is actually pulling those customers forward. Sothey're not it's putting them in market before they either think that they're in themarket. And you know, by incorporating tools where you can look at previousdeal structure, trade and value, you know, manufacture and stantives and evenbank programs, that they qualify for you know real quickly within the tools,you can prompt these alerts where you're very specific. Hey, I'm reaching outto you for this specific reason because you qualify for this, versus spending allthis time and marketing and then getting people to come in and realize that they'reburied in their car. They you know, they have bad credit, and it'swasting not only manpower but those customers because you can't get them in acar and up affecting c aside because they're like well, you you got myhopes up and now I can't get them into the car. And so,you know, going back to I think this other part that's kind of important, that's kind of going back to that personal relationship part is, you know, is really leveraging it to to offer a better customer experience your customers kindof create that ideal customer experience, and ways that you can do that islike little things where you know you have a happy birthday to do that's generatedinstead of just a I wanted to call you, you know, Robert,and wish you happy birthday, but maybe have this technology and these offers alreadyprepared to where you're wishing them happy birthday, but now you're offering them something specificon that car that they have because they're in an equity position and Ican get you into a brand new car and not, you know, youknow, not raise your payment very often or or, you know, Isee duelers that maybe will have like a three year anniversary campaign and, youknow, okay, what's the purpose of that? You're telling the customer thattheir vehicles three years old. Dealers do it because they feel like it.You know, they're touching the person at three years. But again, goingback to that window, they're not in a mark, they're not in a, you know, a position to buy because they're only three years into afive year term. But this email that goes out often says things like hey, you know it, just want to let you know your vehicles three yearsold. Hope you're great. Well,...

...if you change that up, andyou do. Here's just an example of this three year anniversary and you said, you know, hey, Robert, wanted to thank you for your vehicle. You had a three years as a courtesy. Here's a reminder of yourannual registration and a parenthes put what that average is, you know, threehundred fifty bucks. Hey, we notice, you know you're probably about Thirtyzero Mile. So are we want to suggest getting your Thirtyzero Mile Service, andwe put in parenthities what that would be and hey, check your tires.And what we're giving them is, instead of just seeing happy through anniversary,we're given them like a bill what he's going to have to pay in orderto continue driving this vehicle that's out of warranty, that he's probably tired of. And then below that have a called action where it's like, Hey,take the vehicle that you own zero down and let's get you into a newcar. You know, it kind of changes that kind of perspective of givingthat person or a specific called action and bringing that person for it. WhoHe might not think I'm even in the market, but he's seen that,hey, I got to spend a thousand bucks just to continue driving this car. I could save that money get into a new vehicle and I might bewilling to bump my payment up a hundred bucks if that could save that muchmoney. You know. So and at the same time you're offering a greatservice to the customer in the customers like well, this is a great thingthat this dealer is doing. So not only are you leveraging the technology,you're segmenting the day, but you're offering that customer a great customer service.So that's kind of my goal trying to help dealers is to, you know, kind of use this technology to not only sell more cars and have highergrowth, but, you know, have it go to the consumer and havethem have a better experience that you know dealers aren't getting, you know,always just hey, all they're trying to do is just take advantage of andin so doing you're being proactive. Absolutely, you're not just waiting for the salesto come to you or the virtual up. You're actually doing something.You're presenting something to your existing power base in a way that perhaps changes theirway of thinking and then gets them in the door. That way. Absolutely, and when they do that, when I do it proactively, they areonly interacting with me. If I wait for them to submit a lead,that leads going too two or three dealers and now it comes down to responsetime. Who has the lowest price where? If I do it, you knowon the other side, I control everything, right. So are yousaying that? I mean, do you have like intervals that you found workthe best? Is it on anniversary year, two year, three year? Isthere specific communication that you should be sending out in between to maybe turnthem back to your fixed ops? Or How do you find? What doyou find works the best? Well, I think the best thing is,and apart from just a schedule, it's really looking at reasons to connect withthat customers. So, you know, if you're going to calum on yourbirthday, like we're already probably making that call, but that's an opportunity thatwhen you have somebody on the phone, that then you can pitch this offer. Or if maybe I look at my service drive and I see all theappointments that are coming in for the day, I should be looking at those peoplethat schedule an appointment, that are out of warranty, that might behaving a customer Prroh and so kind of, you know, I kind of youknow, preparing yourself so that when they do come in and they're goingto get it with a five hundred dollar...

...bill to before they pay that sayhey, save that money and let's put that into a brand new car.You know, it's just kind of changes it versus the saying, Hey,I'm going to send this automated thing at the sixteen month mark. You know, you want to kind of create that that interaction and that kind of areason to to kind of change their thinking and initiate this sale right on.Worst case, weary, wait, they say no, not in yeah,yeah, exactly. So you've mentioned a couple of segments already. Warranty,you've mentioned service segments, birthday, you know, reaching out to people.You've talked about having a reason to reach out to these people. What aresome other segments that you can share with us that might be a valuable healso went over equity. You know, equities, as I wouldn't right financingspecials or qualify. You know, I think the biggest one like finance termination, of course, you know, we should be reaching out to those peoplebefore then. Another one is people that maybe didn't purchase extended warranty and aregetting, you know, close to you know, they're expired my warranty.The we want your trade one is always a great one. You know.The the specific thing on the we want your trade thing that I really likeis, instead of marketing to somebody and say, you know, hey,Michael or Robbert, I notice you own this vehicle, and when we havea high demand for it. Would you come in? One of the thingsthat I that I really like to do is we have people all the timecoming in looking for use cars that we don't have, and in most ofour ms there's this kind of wishless feature where I can put in you know, you know Roberts looking for a used corvette. We don't have a usecorvette, so I put use corvette and when we cut get one in ontrade, it notifies me and I call Robert. The problem is with thatis we're letting the customer leave and incorporating a good customer service thing. Oneof the things I recommend is saying, you know, hey, Robert,I see that you're interested in this corvette. We don't have one, but insteadof letting you leave and you having to do some research to visit otherdealers, why don't you sit at my desk for a couple minutes and letme go through a list builder and try to find people? I sold anew corvette two three to four years ago and while I pack, yeah,Bro, that's a two for one right there, man. That's why Ihave Robert at that you know, at my desk. I'm calling people andI say hey, you know are you interested in, you know, sellingyour car? You might not have been, but I got a guy looking forit, so I'm going to give you more than you would have gottenand for your time I'll give you a freak car wash or oil change.Now the best part is I can get two or three cars to come inat the same time. But the interesting thing is when that customer comes in, that person who owns the car, there's ownership right, there's right inthe vehicle that you drive. They actually will begin to sell the car foryou. Hey, this is the things that I like about at these arethe things that I did, you know, and it really helps and I canturn that into a second car. But that guy that I just didthis service for, he's not going to nickel and dime on price. He'sgoing to give me high CSI. And this is something that he's going totell us friends about, saying hey, look, if you if you're lookingfor a car, go to this dealer. They'll help you find it. Sothat's the million dollar power play right there. Absolutely exactly one hundred percent, and that's good and I've done that...

...a few times in my career andyou're right in it. It's seldomly like it's hit or miss. You knowit's it works best, especially when that pass client. You're calling to someoneyou had a good relationship with and they already you know you've been. Ithelps that you've been there following up, calling them on their birthday, checkingon them regularly and whatnot, because they think that you care and that justcreates a great opportunity for everybody. One thing that I want to ask you, though, when entering okay, this is something that all do you knowat any dealership, a lot of says that this is an issue about gettingthe information entered in properly and whatnot, whether it's scan in the driver's licenseor getting in all the info. Is there any value or do you seeit being offered like it, even within your organization or others, where whenI'm getting the email address, I'm getting the phone number. What about asking? Okay, how about your are we there yet? Can I have yoursocial your facebook? I'm solutely hand, absolutely wit ter handle, etc.Absolutely, absolutely so. Just recently with Thein Dealer Sackat you know, wehave the ability to attach social media handles to the customer profile, which isbig. I know of other crm tools out there that have some type ofsocial integration as well. I think that's an important thing. But one thingI think that's important is, you know, I was recently had a trade showand one of the speakers was saying that only twenty five to thirty fivepercent of fresh ups get put into the crm. And if that's true,I mean it's affecting your numbers, it's reporting your R I reports, Imean every marketing is it and is it's not messed? Yeah, it's all. It's a mess right. So one of the things that I highly encourageis dealers to use or incorporate a mobile crm, and what this does isit allows the salesperson to kind of capture up, you know, while they'reon the lot and because the person's being put into the phone. You know, if we go back to corvette, example, I say hey, Robert, you know you're looking for a corvette. Hey, I got this great videoor this great templet that I want to send you. Hey, what'syour email address or your cell phone number? You're more likely to give me thatinformation because you don't feel I'm being put into a system behind a desktopwhere I'm actually putting all the information into this phone. So now I'm capturingmore and I'm capturing more information. But the other thing about this is it'sallowing the cells wrap to be a twenty four hour cells rep meaning I canbe anywhere. I can be on my lunch break, I could be,you know, at the Deli, get in the sandwich. Somebody sees thatI work at this dealership and I can instantly be into you know, putinformation into the tool. Most of the Mobile C arrums now have some typeof call tracking integration to where they can actually call from the cell phone tomake sure that it's actually being occurred. So, you know, a happybirthday call comes up and it's my day off. A good salesperson will justcall, you know, while they're at home, versus waiting the next dayand realizing that he I I'm not going to make this call because I don'twant to call late. So not only just capturing the information but, youknow, doing it on the mobile device, but then also having that ability toadd social I think it's definitely where the future is. So so thatthat's going to be a spot down there...

...where I'm entering the name, I'mtyping in the name, the address, okay, phone, you know,classics, sitting down at the desk, phone number, boo, boo,boo, boop, email, boop and out. Then I'll be facebook andtwitter. Yep, twitter, yeah, really, yeah, so it.We have that currently set up right now and and I think for the mostpart, so it's just another category right there underneath them the contact information.Really it's right there. And you know, and I think the important part ofthis is, you know, we can't look at this like when youadd the social component, it can't be just a way that we're going tonow market to people on social media, because people don't want to hit getleads and emails on facebook now. So you have to kind of think ofit. Well, if I'm going to what's the benefit for the salesperson orthe dealership to have their social profile? One? Going back to that personallevel, I can look at mutual friends and see if there's anyone that maybeI sold to that knows this person that just submitted a lead. Right.So now I can have a I can call a customer that likes me andsay hey, reach out to Robert and tell him how great I did andwhy he should buy for me. Very good. I can look at similarinterest and notice that maybe he's a Dallas Cowboy Fan. So when he comesin, guess what I'm going to talk about, you know. So That'show you really leverage it to the kind of better can use it for Intel, you know, gain some really good Intel. Right, absolutely. So, yeah, and what I would like to do is I did that toeven in bound leads and whatnot, maybe people I haven't yet necessarily engaged with, and I would search their email or their name in facebook and then Iwould like send them a link. If they were all about Ben Roethlisberger orsomething like that, you know what he mean, I'd copy and I'd linkthem to some kind of related content or video that that, you know,I'd be you know, speak their language. Oh yeah, and any way tobuild reports. All right, haunter. Well, listen, I told youwe weren't going to take up a lot of your time, so listen. I think that you got a good, a lot of good things out therefor today. Michael. Any thoughts? No, absolutely, I think thepower bombs today were, you know, how to mind for new customers by, you know, using the the crm creative way. So definitely,for me that was a big takeaway, Yep, and I think that thebig one to was using it to, you know, dealers, to reallystart to look at your crm tool as not necessarily to manage your customers,but manage the relationships. And I think he's I agree. That's why Iwanted to have hunter here, because he's great information. I tell you whatthat article like building your brand. It just the way you can nurture andjust stay in front of these customers with use the technology. I mean it'syou use the technology proactively. Don't think of it as a way to saveyou from doing your job that you should be doing anyways, but a wayto enhance your ability to sell, get your message out to the masses,harvest, you know, the the or cultivate the relationships that you already havewith people, work your power base. But but, but don't use thetechnology to take over for you, your job, for you one hundred percent. All right, hunter, we're gonna let you get out of your where. Can everybody keep up with you at and find you? Probably twitter isprobably the best. Just hunter swift, one word hunter swift, like oneword like Taylor Swift. Yeah, you... it all right, brother.Thank you so to say Hunter Hayes and Taylor Swift is completely ruining my seo. But yeah, the doubt, the doubt. Hunter. Thanks a million, man. I appreciate you taking the time, Dude. You did great. So we'll talk to you soon. All right, sounds great. Thankyou. Thanks, brother. Yep. And there you have it, everybodyright from, as we said in experts mouth, hunter swift with dealer socket. I mean, I think, Michael, that he's tapped on some really goodthings that, you know, sometimes we think about them, you thinkthey're obvious, but you're not really giving them the attention that they need.That that the return that they'll give you is just out of this world.Yeah, and I mean everything he talked about is about laying a solid foundation. I use the analogy a lot. Like you know, I feel likea lot of dealers have been sling shot to thirtyzero feet more, kind ofwatching them fall out of the sky, or some of them even know they'refalling out of the sky. But what he talks about this stuff is fundamentalson how to keep your business in your brand and your storytelling and your messagingmoving forward for greater profitability. Exactly, exactly, so I hope everybody tookfrom that as much as I did. I think hunter is a great resourcefor anybody out there that's looking to really tap into their their lists, theircrm, their customer database. You know, he gave his twitter handle on there. It's a hunter swift, one word, so he'll be happy toconnect with you there. Dealer playbook, the dealer playbookcom. You can gothere check out all the past episodes. We have some great ones on there. If you haven't been on all of it, check them all out yet. Make sure to subscribe to us on Itunes or stitcher radio, wherever youlike to get down and feedback please, you know, starting out, asmuch feedback and reviews as you can give us. We so appreciate it becausewe're making this for you, for us all together, so we want to, you know, tap on things we haven't been tapping into and, youknow, pump the break on things that that you know, our audience isn'tdigging. Basically, love it, love it, so check it all out. We look forward to talk to you next time. Catching lady next time. Everybody,.

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