Become the Ray Kroc of Your Dealership – Communication

By: Alex Haab, Product Marketing Manager

In part 2 of our blog series Become the Ray Kroc of Your Dealership, we reviewed the important reporting features and processes within a Dealer Management System (DMS) that make dealers more like the renowned, process-driven fast food giant, McDonald’s.

…process can only be perfectly executed when expectations are clearly communicated.

This blog covers how communication- internally and externally, can drive ROI and retain employees. Ray Kroc knew that process can only be perfectly executed when expectations are clearly communicated. Similarly, new and used car dealerships employ a wide variety of roles and personalities within each department. The good news is that with the right processes, and the right DMS, your auto dealership and employees will thrive just like Ray Kroc and his countless McDonald’s franchises.

When Ray first started, he didn’t have the convenience of modern technology to drive his processes. Instead, he used store managers as the process instructors to develop and instill ideas in the other employees. Today, businesses have the ability to instantly communicate with the help of email and text messaging. A dealership’s DMS should be able to effectively communicate process or procedure information to both the entire business and a specific department. When processes are effectively communicated, employee morale and retention go up and frustration goes down.

When choosing a new DMS, take a close look at its communication capabilities. Your DMS should be able to:

  • Send and receive internal and external email using a built-in system.
  • Mark priority messages so that employees read them right away.
  • Attach process documents to reference later.
  • Easily create email distribution groups to streamline department communications.

This tech-savvy generation is changing the way dealers do business, so how do you effectively connect with them?

Not only is internal employee communication vital, but so are the communication interactions with customers- specifically Millennials. This tech-savvy generation is changing the way dealers do business. Knowing that, how do you effectively connect with them? Millennials tend to skip over small talk and get right to the point. Text and email are their preferred methods of communication during the buying process.

68% of millennials admit to texting “a lot” on a daily basis when compared to their Gen X counterparts who are at 47%. Even more important to note, text messages have a 98% open rate within two minutes! With these numbers in mind, you’ll want to ensure your Dealer Management System has the ability to text your customers directly. Easing the interactions between your dealership and customers encourages repeat visits and drives a higher CSI score.

Make sure your DMS has the ability to:

  • Automatically text/email updates to customers regarding their vehicles in service
  • Receive payment via text/email for service and parts
  • Keep a paper trail of approvals and sales follow ups in the DMS
  • Two-way text without having to login to another system

Having these features in your dealership’s DMS frees up time for advisers and keeps customers informed about their vehicles. Communicating with customers via their preferred methods, streamlines your process, raises CSI, and generates higher ROI.

Communication in any business is imperative to its success and with these best practices and processes, communicating like Ray Kroc can be made easy. When choosing a Dealer Management System ensure you have all the tools you need to be detail and process-oriented.

For more information on Dominion Dealer Solutions’ DMS offerings, call 877.421.1040 and start implementing detail-oriented processes today!

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