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experience consultants. These employees about spending money on training only to A robust CRM is integral to the success
engage with customers throughout the have employees leave a few months later. of varied sales models. It must be able to
process in the way the customer prefers, This is an excellent opportunity to honestly support different processes (digital, touchless,
whether that’s online, on the phone, in person assess if you’re offering an exceptional work in-store and hybrid), integrate with your
or some combination of the three. environment along with competitive pay. systems seamlessly and automatically arrange
customers into an appropriate status. This
It’s a controversial topic, but the model of one Make sure you ask your vendors if they offer ensures any employee who interacts with the
employee handling a deal from initial contact free digital or on-site training. Most do, and customer can see the full customer journey,
through the F&I paperwork is picking up it would benefit you to take advantage of it. history and preferences so they can interact
speed in dealerships. This may be the wave of The key is to hold your staff accountable to with them in a personal, customized way.
the future as customers prefer working with attending and implementing what they learn.
only one person vs. being handed off between Another training tip is that the success of the 2020 continues to be a wild and crazy ride
employees and dealerships can scale down training is far greater when the managers and new ways of selling and servicing
staff to cut costs. take the training with the salespeople. vehicles are likely here to stay. The above
It’s everyone’s job in the dealership to be tips will help you finish the year strong with
Prioritize employee training. You can never professionals! sales strategies, technology, and training,
spend too much on training, especially as that will set you up for a prosperous 2021
staff take on new roles. Use training as a Invest in the right tools. Digital retailing is a and beyond. n
way to evaluate your team in light of the hot topic that’s here to stay. It’s smart to invest
changing market. Assess who can adapt now in your digital showroom. Other touchless Billy Reynolds is a 20+ year veteran of the
to new processes and who struggles with technologies may also persist long term. One the automotive industry, holding various retail
change. To move your dealership forward, service side, it’s worth your time to investigate positions in sales and general management
you have to have the right team. Training is solutions that keep customers safe and speed up before joining Elead. As Regional Vice
a proven investment that will strengthen your the process, like online appointment scheduling President, Billy oversees the sales division
business. However, some dealers complain and payments via text. located in the Southeast region of the U.S.

Experts Share Tips for Countering

Dealership Fraud

“Check the driver’s license. Take 30 seconds and look up their address on Google Maps, and make
sure it’s not an open field,” says Doug Fusco, founder and CEO of Dealer Safeguard Solutions.

By Jim Henry

Identity theft, verifying customer “Do you supply a notice to customers? Do Google Maps, and make sure it’s not an
identities and protecting customers’ you have template documents, template open field,” he says.
private information are potentially huge notices that can be filled in? Do you have
liabilities for dealerships. Here are some one person — only — who’s going to PRIVATE LINE
tips from panelists on a recent webinar on communicate with the media?” Dealerships that are careless with
dealership-level fraud by the Association He says dealerships should rehearse how customers’ personal information have an
of Dealership Compliance Officers, they would respond to a data breach. “appetite for risk,” says Terry O’Laughlin,
Colleyville, TX. director of compliance for Reynolds &
HOLD YOUR HORSES Reynolds, Dayton, OH.
BE PREPARED Doug Fusco, founder and CEO of Dealer
Regulators expect dealerships to react Safeguard Solutions, McKinney, TX, Best dealership practices include tightly
quickly and effectively after they discover says dealerships shouldn’t get so caught restricting access to customer information
customer data has been exposed, says up in the desire to do a deal that they and not allowing anyone access from
Randy Henrick, president of Randy miss obvious warning signs. “Somebody outside the dealership, he says.
Henrick & Associates, Oyster Bay, NY. comes into the dealership. They’re in a
hurry. They’re antsy. They want to take “Managers and dealers want to take
“The FTC isn’t going to go after anybody delivery somewhere other than their information over the cell phone. That
just for having a breach. But you’ve got home or work address. Take an extra five type of information should be very, very
to have a plan and implement it quickly. minutes. Check the driver’s license. Take carefully controlled — incoming and
That’s how the FTC will judge you,” he says. 30 seconds and look up their address on outgoing.” n

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