The Dealer Playbook
The Dealer Playbook

Episode 9 · 8 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, episode nine, 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's all 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 exciting everything that's been happened with the dealer playbook. I'm I, like you, am just 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's no exception. Today we have hunter swift, who, at dealer socket, is their head of sales development, and this guy is just, you know, the epitome of thought leadership. He has so many incredible ideas that help dealers and are helping dealers every single day leverage their crm or customer relationship manager tool to draw in, I don't want to say fresh traffic, but it really harvest the existing leads and past sales that have happened tap into it as like a full functional Pele and marketing machine. Yeah, it's like the the cost of attracting new business is the highest, you know, the it's the worst closing rate and it cost. It's the highest customer, highest dollar customer to acquire where these are already sitting there. They already like you, they've already danced with you. So you know, chances are, I mean, that we're a lot of the others are missing the boat in this and hunter's got some great information that I think will help you out. Yeah, I mean, if you look at if you look at just the sheer number of people sitting inside of he calls it inside the boxer. I think you refer to it as inside the box. Yeah, there's a hundred of them. Are like a small metropolitan area. Yeah, yeah, I mean there's will have cities 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 at what you know I can analyze from data and what insights I can take to create an action. And I love how he, you know, shares how to leverage the information. You you know so much about the people sitting inside of your crm system that it would be, you know, can I use the word 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 ahead and jump in with him right now. Here we go. Okay, everybody, and a get. This is Robert Wiseman and we are here with our guests today again. It's director of sales development with dealer sockets CRM and somebody that I've become a big fan of lately. First met, we hooked up and met in person first time at the Internet sales twenty group previous one Atlantic city 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 real killer article that I was a big fan of and he'd put a interesting video out 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 great or great. We're great. You got a good time. You got a good chance to talk with Michael. There you guys. I think one night at 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 again for having me on this. You guys are doing some great things for industry, so I'm excited to be part of this. Wow. Well, thanks me up. Thanks a lot. Thanks a lot. As to you. So, guys, if you haven't grabbed those articles, they were a big part of I always you know, once I met Hunter, I knew speaking with Michael. They're like we were really taking a big like roll call there of like, you know, lining up some future guests for the pod cast at this conference, but we definitely spoke about hunter. Definitely want to definitely set him to be on here in the future. But Man, I was checking out this article that he had and then a video and it was good points for the dealerships that you know on a tool that everybody has. I would say, well, let me ask you that, Hunter. So out of 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 mean almost every dealership has a website now and they need some place for those leads to 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 their market. But for the most part on new cars almost every dealer is using some type of software to manage their leads in their customers. So Will God. Well, that's a relief. That's relief. So okay. Now that being said, in the video that you you release a little bit ago you were talking about just the marketing and to the expense of and we all know that, to the nothing costs more than attracting new customers to come into your dealership, that comes to the show room, to call in, to fill out an email form, what have you. That's the the most expensive clients that that you can go after. But you're talking about a lot of the untapped potential that lays within the people that already you've gotten down and boogied with you. You know, they've danced with you, they bought with you, they like you, they're doing service with you, etc. That are sitting in this box. And you made a...

...great term about teaching the people that it's a pump. You know that the more they pump the crm the the more 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 engage in to pump the crm absolutely well. You know, you're kind of talking about something that I brought up, you know, in the video and the article is this focused at a lot of dealers have in regards to driving new traffic to the dealership. Now this could be through, you know, advertising and web leads and social and SEO. We're always trying to add new customers and we're forgetting those customers that you mentioned that are in this box, whips and the crm. These are people that have been to your store. These are people who have either bought a car or even visited. So they know where 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 maybe had, 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 these people that are in this box, you're going to have a higher, you know, higher closing rate, higher gross and higher CSI now a couple of things that I suggest. First off is really looking at the marketing that you're sitting 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 your in 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 a you know, the customer bought somewhere else. You know, there's nothing I can do at this. Well, you might have had a great experience with you. They might have, you know, just picked a different car. But you know, those customers should be enrolled into a campaign because I can sell their household another vehicle, I can sell them another vehicle, I can even serve us the vehicle they bought at another dealership. So making sure that there'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 type of marketing campaign, there should be some type of like reason and not just hand prospecting to prospect you or just to even just, you know, be in contact with you. You know, look at you know, what's the purpose of it, and I think one of the issues that a lot of dealers have is, you know, they're always trying to sell, they're always trying 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 of times that emails at going, you know, to the customer it's like a condensed version of their web page. I mean it's got banners and and columns and 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 to this email. Or Hey, click on this link, you're going to have a little bit more called action. And because you have these called action and then you can kind of segment your data and then market your data to like specific groups and find people that maybe have spent over a hundred thousand dollars at your store and I want to send a...

...customer appreciation, you know, campaign toward 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 come in for service and maybe they're out of warranty. They just had a high customer Prero you know, sitting a specific message to those people are always going to 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 with them. Yeah, not, and it's almost it's almost like that kind of behavior where it's, you know, like you said, the spray and pray model, where you're sending out this Thirtyzero foot marketing message that you hope will just 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 where you say people don't purchase from companies or they don't trust companies, they trust people. And so you talk about how you can use the crm to segment the market, get the right message in front of the right people at the right time. But ultimately, do you do you think there's got to be that aspect of hey, there's a person behind this message and there's a person that you can trust behind this message. How well are dealers doing it? That? Yeah, you know, absolutely. I mean we know dealers love to have automation and when, a lot of times, when people sign up for 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 out to 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 emails and so I'm going to send it out. Well, the consumers are getting smarter now, or we can. We know if it's coming from the computer or the dealership versus an actual person, and so you want to kind of make sure that that correspondence that you have with the customer is as real and as personal as possible, and I think that requires kind of a change in our industry, because I still think dealers are using the crm to manage customers and leads and the more progressive dealers are using it more to manage the relationship of the customer. And if you think of it that way, it facilitates the salesperson so that they don't have to remember every customer that they then are interacted 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 segment of data. Reach out to him for the specific reason. But then within the actual email we're trying to personalize that. So we're saying Hey Robert, hey Michael in the subject line or it has their name or its specific and regards 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 to that versus that autoy ponder that says, you know, hey, I want to ask you some questions. You know, did you have a specific color in mind? In the customers saying world, I just sent. I just ask that. So you know, we have to kind of go back and look at a lot of these templates and see what we're sending and make sure that it's not sounding like, you know,...

...where this robot and if if the more personal it can get. I mean all the way down to like I 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 the message 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 you know, hey, this is an applicable to me. You're even going back to just marketing to the right person at the right time. I mean that nothing will piss off a customer more than right after they buy a car they get an email saying five hundred dollars off your next car. Yeah, and right. That's what I ask what I got from a dealership that I spent a lot of time at and bought my car and and that's that's just proof of what that they're just shut their spraying and praying to the full. It just their full list. How would that? They don't even yet. Yeah, and they're just hope there. They like the customers, like, does this 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 do to an email list? The hunter like if, if they're spraying and praying massive, you know, sales hooks like that, with coupons, even two people 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 their ownership 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 and spam increases, etc. Yeah, you know, I think an important part with all the technology, you know, just the Inbox deliverability, I think, is an important issue. You know, depending on how the CRM uses the technology 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 constantly getting spent, you know, put on spam. I don't want to kind of push dealer stock or anything, but one of the things that the dealer socket does, which I think is kind of cool, is when a customer is input in a dealer socket, it actually verifies the email address the moment that you save it. So it prevents us not sending email addresses to kind of invalid email addresses. But the second thing is if you do send that like a spam message to somebody, when sead of just having the customer opt out, it goes to like a customer preference screen or the customer then is allowed to choose how they want to be communicated to. And one of the things that POPs ups it says you know, do you want to receive emails in regards to promotion, you know, vehicle safety warranty newsletter, because a lot of times what happens is dealerships will send out this brain prey kind of spam and the customer who just bought the car says, I don't want to receive in this and they opt out. And then maybe three months down the road there's a recall safety, you know, thing that goes out, that dealship has to communicate this message to the customer, but because that customer opted out of the cells promotion, they don't ever get this message and so you don't. You know, I mean there's...

...a huge issue here. So being able to kind of have that kind of technology kind of better wrap. You know, understand that, but you know, the dealer I go you know, goes back to that relationship. You know, we don't want to be spammed. You know, each of us probably have one email address that we value right we don't want to receive a lot of spam to it. And when customers are being asked, you know, hey, can I have your email adress, a lot of times they're reluctant because, you know, I mean, I can't even get my email by personal email addresses and hunter swift at 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 of my email address. And so if I am that valuable, you know, if it's that valuable to me, if I give my email address to somebody, I want something to value and return and I don't want to be spammed. And so it goes back with that trust. You know, if the 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 dollars off your next purchase. It's more in regards to things, in regards to help, you know, you know about the value, the safety, things that they can do, important things that they want to know and not always be hey by cards, by card, by car. So right. So most dealers, most dealers are out there, though, waging fierce battle trying to acquire new customers that fall into kind of that two to five percent of you know, we'll call in market consumers. Were the ones that are thinking about purchasing a specific ear, make, model or whatever. But what about the you know, Ninety eight to you know, and ninety five to ninety eight 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 with more safety, more room or whatever, you know, shaping their purchase decision and something. You know, the biggest takeaway from me up to those point is a you said you got to have an objective. You need to segment your market and then you need to have an objective of what you want to accomplish with that segment. And then the second thing which we're talking about here, is using the technology to help, I guess, automate that, but I've I mean the prey and spray term has come up a several times here and I've got a perfect example. I mean, without an objective, I submitted a lead to a dealership in Los Angeles. I was I mean I'm up here in Canada, but I wanted to just see how I would have been responded to. As we were compiling some data. I still get emails to this day that say things like hey, wasn't it a beautiful day in Santa Monica today? And I'm like, well, this is not an example of how to use the technology to your advantage by and then delivering an automated message that has no relevance. So something I think for dealers to be aware of is they need to have an objective. They need to know who they're speaking to 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 fruit and I think that's why dealers are willing to pay a lot of money for leads 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 those to come in, just like you still have seals people that are standing on the corner of the dealership waiting for that x up to come, versus going into 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 of focus, kind of going back to this pump analogy, if you can create these automated campaigns to where their career, you know, looking at the data, their mining the data to find specific people, then these two dos and these calls and these reminders get shown up in the crm and if the salesperson'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's very specific and you know, if you have a guy, you know that's coming in for you know, like, for example, you know it's let's get let me give you this example. A lot of times people have this idea of when they're ready to get their next car and you know, they might be in a five year term and maybe three to four years in that term 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 dealers are taking advantage of using the technology is actually pulling those customers forward. So they're not it's putting them in market before they either think that they're in the market. And you know, by incorporating tools where you can look at previous deal structure, trade and value, you know, manufacture and stantives and even bank 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 out to you for this specific reason because you qualify for this, versus spending all this time and marketing and then getting people to come in and realize that they're buried in their car. They you know, they have bad credit, and it's wasting not only manpower but those customers because you can't get them in a car and up affecting c aside because they're like well, you you got my hopes 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 kind of create that ideal customer experience, and ways that you can do that is like little things where you know you have a happy birthday to do that's generated instead of just a I wanted to call you, you know, Robert, and wish you happy birthday, but maybe have this technology and these offers already prepared to where you're wishing them happy birthday, but now you're offering them something specific on that car that they have because they're in an equity position and I can get you into a brand new car and not, you know, you know, not raise your payment very often or or, you know, I see duelers that maybe will have like a three year anniversary campaign and, you know, okay, what's the purpose of that? You're telling the customer that their vehicles three years old. Dealers do it because they feel like it. You know, they're touching the person at three years. But again, going back 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 a five 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 years old. Hope you're great. Well,...

...if you change that up, and you 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 your annual registration and a parenthes put what that average is, you know, three hundred fifty bucks. Hey, we notice, you know you're probably about Thirtyzero Mile. So are we want to suggest getting your Thirtyzero Mile Service, and we 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 order to 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 new car. You know, it kind of changes that kind of perspective of giving that person or a specific called action and bringing that person for it. Who He 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 be willing to bump my payment up a hundred bucks if that could save that much money. You know. So and at the same time you're offering a great service to the customer in the customers like well, this is a great thing that 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 higher growth, but, you know, have it go to the consumer and have them 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 and in so doing you're being proactive. Absolutely, you're not just waiting for the sales to 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 their way of thinking and then gets them in the door. That way. Absolutely, and when they do that, when I do it proactively, they are only 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 response time. Who has the lowest price where? If I do it, you know on the other side, I control everything, right. So are you saying that? I mean, do you have like intervals that you found work the best? Is it on anniversary year, two year, three year? Is there specific communication that you should be sending out in between to maybe turn them back to your fixed ops? Or How do you find? What do you 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 with that customers. So, you know, if you're going to calum on your birthday, like we're already probably making that call, but that's an opportunity that when 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 the appointments that are coming in for the day, I should be looking at those people that schedule an appointment, that are out of warranty, that might be having a customer Prroh and so kind of, you know, I kind of you know, preparing yourself so that when they do come in and they're going to get it with a five hundred dollar...

...bill to before they pay that say hey, 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 a reason 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 are some other segments that you can share with us that might be a valuable he also went over equity. You know, equities, as I wouldn't right financing specials or qualify. You know, I think the biggest one like finance termination, of course, you know, we should be reaching out to those people before then. Another one is people that maybe didn't purchase extended warranty and are getting, 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 like is, instead of marketing to somebody and say, you know, hey, Michael or Robbert, I notice you own this vehicle, and when we have a high demand for it. Would you come in? One of the things that I that I really like to do is we have people all the time coming in looking for use cars that we don't have, and in most of our 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 use corvette, so I put use corvette and when we cut get one in on trade, it notifies me and I call Robert. The problem is with that is we're letting the customer leave and incorporating a good customer service thing. One of 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 instead of letting you leave and you having to do some research to visit other dealers, why don't you sit at my desk for a couple minutes and let me go through a list builder and try to find people? I sold a new 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 I have Robert at that you know, at my desk. I'm calling people and I say hey, you know are you interested in, you know, selling your car? You might not have been, but I got a guy looking for it, so I'm going to give you more than you would have gotten and 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 in at 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 in the vehicle that you drive. They actually will begin to sell the car for you. Hey, this is the things that I like about at these are the things that I did, you know, and it really helps and I can turn that into a second car. But that guy that I just did this service for, he's not going to nickel and dime on price. He's going to give me high CSI. And this is something that he's going to tell us friends about, saying hey, look, if you if you're looking for a car, go to this dealer. They'll help you find it. So that'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 and you're right in it. It's seldomly like it's hit or miss. You know it's it works best, especially when that pass client. You're calling to someone you had a good relationship with and they already you know you've been. It helps that you've been there following up, calling them on their birthday, checking on them regularly and whatnot, because they think that you care and that just creates a great opportunity for everybody. One thing that I want to ask you, though, when entering okay, this is something that all do you know at any dealership, a lot of says that this is an issue about getting the information entered in properly and whatnot, whether it's scan in the driver's license or getting in all the info. Is there any value or do you see it being offered like it, even within your organization or others, where when I'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 your social your facebook? I'm solutely hand, absolutely wit ter handle, etc. Absolutely, absolutely so. Just recently with Thein Dealer Sackat you know, we have the ability to attach social media handles to the customer profile, which is big. I know of other crm tools out there that have some type of social integration as well. I think that's an important thing. But one thing I think that's important is, you know, I was recently had a trade show and one of the speakers was saying that only twenty five to thirty five percent 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, I mean 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 encourage is dealers to use or incorporate a mobile crm, and what this does is it allows the salesperson to kind of capture up, you know, while they're on 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 video or this great templet that I want to send you. Hey, what's your email address or your cell phone number? You're more likely to give me that information because you don't feel I'm being put into a system behind a desktop where I'm actually putting all the information into this phone. So now I'm capturing more and I'm capturing more information. But the other thing about this is it's allowing the cells wrap to be a twenty four hour cells rep meaning I can be anywhere. I can be on my lunch break, I could be, you know, at the Deli, get in the sandwich. Somebody sees that I work at this dealership and I can instantly be into you know, put information into the tool. Most of the Mobile C arrums now have some type of call tracking integration to where they can actually call from the cell phone to make sure that it's actually being occurred. So, you know, a happy birthday call comes up and it's my day off. A good salesperson will just call, you know, while they're at home, versus waiting the next day and realizing that he I I'm not going to make this call because I don't want to call late. So not only just capturing the information but, you know, doing it on the mobile device, but then also having that ability to add social I think it's definitely where the future is. So so that that's going to be a spot down there...

...where I'm entering the name, I'm typing 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 and twitter. Yep, twitter, yeah, really, yeah, so it. We have that currently set up right now and and I think for the most part, 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 of this is, you know, we can't look at this like when you add the social component, it can't be just a way that we're going to now market to people on social media, because people don't want to hit get leads and emails on facebook now. So you have to kind of think of it. Well, if I'm going to what's the benefit for the salesperson or the dealership to have their social profile? One? Going back to that personal level, I can look at mutual friends and see if there's anyone that maybe I 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 and say hey, reach out to Robert and tell him how great I did and why he should buy for me. Very good. I can look at similar interest and notice that maybe he's a Dallas Cowboy Fan. So when he comes in, guess what I'm going to talk about, you know. So That's how 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 to even 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 I would like send them a link. If they were all about Ben Roethlisberger or something like that, you know what he mean, I'd copy and I'd link them 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 to build reports. All right, haunter. Well, listen, I told you we 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 there for today. Michael. Any thoughts? No, absolutely, I think the power 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 the big one to was using it to, you know, dealers, to really start 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 I wanted to have hunter here, because he's great information. I tell you what that article like building your brand. It just the way you can nurture and just stay in front of these customers with use the technology. I mean it's you use the technology proactively. Don't think of it as a way to save you from doing your job that you should be doing anyways, but a way to enhance your ability to sell, get your message out to the masses, harvest, you know, the the or cultivate the relationships that you already have with people, work your power base. But but, but don't use the technology 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 is probably the best. Just hunter swift, one word hunter swift, like one word 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. Thank you. Thanks, brother. Yep. And there you have it, everybody right from, as we said in experts mouth, hunter swift with dealer socket. I mean, I think, Michael, that he's tapped on some really good things that, you know, sometimes we think about them, you think they'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 like a lot of dealers have been sling shot to thirtyzero feet more, kind of watching them fall out of the sky, or some of them even know they're falling out of the sky. But what he talks about this stuff is fundamentals on how to keep your business in your brand and your storytelling and your messaging moving forward for greater profitability. Exactly, exactly, so I hope everybody took from that as much as I did. I think hunter is a great resource for anybody out there that's looking to really tap into their their lists, their crm, their customer database. You know, he gave his twitter handle on there. It's a hunter swift, one word, so he'll be happy to connect with you there. Dealer playbook, the dealer playbookcom. You can go there 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 you like to get down and feedback please, you know, starting out, as much feedback and reviews as you can give us. We so appreciate it because we'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, you know, pump the break on things that that you know, our audience isn't digging. 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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