3 Min ReadJune 8, 2021

Recovering Missed Opportunities in Sales

Recovering Missed Opportunities in Sales

I recently purchased a car for my daughter. The experience made me realize there are still many car dealerships that need to work on the most basic of processes. We knew the type of vehicle that we wanted, so I submitted leads to five or six Dodge dealerships in the area. I received automated emails from all of the dealerships, but I never heard from a single salesperson — not one email, phone call or text.

This was shocking to me. Are dealers selling so many vehicles now that selling a few less doesn’t make a difference? How many other car shoppers submitted leads and never heard from the salespeople?

When leads are ignored, two things are happening. First, your sales team is not using the CRM the way they’re supposed to. Second, your manager isn’t managing incoming leads.

Every CRM has the ability to produce reports that managers can pull to review all new opportunities within a specific parameter of time. I assume my name showed up on these reports, but I never heard from anyone. This leads to the assumption that many managers aren't reviewing these reports on a regular basis.

A best practice is to set up lead alerts in the CRM and check lead reports daily to ensure that car shoppers are being followed up with. If the response time is over ten minutes, then start managing.

Mandate CRM Usage

It still boggles my mind that dealers pay a monthly fee for a state-of-the-art CRM and then don’t mandate its usage. Most salespeople use less than 20% of a CRM’s capabilities.

In every store, there needs to be a CRM power user — someone who knows the ins and outs of the software and champions its usage on a daily basis. In the most successful dealerships, this person is the General Sales Manager or General Manager. Usage mandates must come from the top down. You can’t expect your sales team to do something that your managers aren’t doing. Make CRM training and usage mandatory for everyone — especially senior-level management.

Your sales team needs to be held accountable for all aspects of CRM usage. They need to know how many leads, calls and appointments they have to make to meet performance goals. Every team member needs to know exactly what is expected of them.

If your team isn’t doing what they need to do, find out why. If cultural obstacles are the reason, find a way to remove those obstacles. Set daily, weekly and monthly goals and have daily save-a-deal meetings. Better yet, tie a clearly defined incentive or bonus structure to CRM activities based on your business goals and change the goals monthly.

How many sales opportunities has your dealership missed in the last month? If you’re not checking CRM reports, you might be shocked at how many car shoppers never heard from your team after submitting a lead. Recovering lost opportunities isn’t difficult, but it does require consistent follow-up effort from your sales team. The only way to make that happen is to mandate CRM usage and make sure that your managers are actually managing.

Share This

CDK Global
By CDK Global
Staff

Recent Insights

A I and Vehicle Research. The Disadvantages of A I Informed Car Shoppers.

AI and Vehicle Research: The Disadvantages of AI-Informed Car Shoppers

Car shoppers are increasingly turning to AI to guide their research across financing, timing and vehicle selection. Salesforce data shows that...
4 Min ReadOct 8CDK Global
Hectic EV Rush Doesn't Hurt Buying Experience

Hectic EV Rush Doesn't Hurt Buying Experience

September saw a rush of buyers trying to snap up EVs before federal incentives expired, but the frenetic pace at...
2 Min ReadOct 1David Thomas
Twenty Twenty Five C D K Dealership Workplace Study.

Where Dealership Employees Stand During Uncertain Times

The automotive industry is often defined by inventory, margins and market shifts, but the real engine driving dealership success is...
1 Min ReadSep 24CDK Global
Three Ways Community Dealers Stand Apart.

3 Ways Community Dealers Stand Apart

The automotive retail industry is as diverse as any other in the United States. There are large, publicly traded operators...
3 Min ReadSep 23CDK Global
Unlocking Efficiency. Common Questions About the C D K Fundamentals Suite.

Unlocking Efficiency: Common Questions About the CDK Fundamentals Suite

In this ArticleWhat’s the CDK Fundamentals Suite? What’s Included in the Fundamentals Suite?How’s It Different From the CDK Foundations Suite?How Does...
3 Min ReadSep 22CDK Global
Driving and Moving you Forward, Smoothly. C D K’s Approach to Continuous Innovation.

Driving Forward, Smoothly: CDK’s Approach to Continuous Innovation

For over 50 years, CDK’s proven, reliable Dealer Management System has been the trusted backbone of dealership operations across North...
3 Min ReadSep 19CDK Global
2025 F and I Shopper Study.

New Report Shows Shifts in F&I Trust

The F&I process remains a critical touchpoint in the car-buying journey. It’s one that can either enhance the customer experience...
1 Min ReadSep 17CDK Global
Four Ways Data Is Reshaping Dealership Inventory Strategy.

4 Ways Data Is Reshaping Dealership Inventory Strategy

Today’s fast-moving automotive marketplace is shaped by seasonal fluctuations, evolving electrification policies, changing tax laws, and often fickle consumer preferences....
3 Min ReadSep 16CDK Global
Dealership Customer Satisfaction Formula. What Car Shoppers Value the Most.

Dealership Customer Satisfaction Formula: What Car Shoppers Value the Most

CDK conducts several annual research studies to better understand the state of automotive dealerships from the perspectives of Sales, Service,...
3 Min ReadSep 16CDK Global
Converting Used Car Buyers to New.

Converting Used Car Buyers to New

It happens every day: A customer shows up on your lot with a saved listing for a specific pre-owned vehicle....
4 Min ReadSep 4CDK Global