Smartphones have become an essential part of modern life. A recent Google study reports that 87% of users always have their smartphone at their side. While smartphones can be a distraction at work, there are ways to embrace technology on the sales floor. If you are considering using smartphones as a CRM tool, there are a few key considerations you should make to successfully implement mobile technology on your lot.

Accountability

Mobile devices can be a huge distraction, but they also offer a huge benefit of holding people accountable. Having a portable device in your pocket makes it easy to capture customer information from anywhere, reducing excuses for incomplete or inaccurate information. A good mobile CRM app can also help your sales staff hold themselves accountable, making it easy for them to track their goals and complete activities while on the go. Apps with a built-in sales process also make it easier for you to enforce proper sales techniques. This creates a consistent experience for every customer who approaches your lot.

Reporting

Having your sales team use mobile apps is worthless unless you can report on and track activities. A robust reporting system can help you identify areas where your sales staff needs extra help, such as with the test drive or vehicle presentation. This can also help you identify larger trends and issues that may be impacting your customer experience. Real-time notifications help you track ongoing activity on your lot, and a quick notification system can let you know when there are issues without the salesperson having to leave his customer.

Integration

A key feature in any mobile app is its ability to work with the other systems in your dealership. Any information collected by a mobile device should be immediately available in your DMS, and you should be able to access prospect records through the app as well. Having built-in tools such as license scanners can help eliminate human entry errors, speeding up the process and removing the risks of retyping information incorrectly as a customer moves through the sales process.

Security

While mobile apps make things convenient, security can be a huge concern. Ninety percent of public WiFi hotspots have inadequate security, which may make it easier for sensitive customer information to be vulnerable to hackers. Having a secure wireless network can help reduce that risk. There’s also the potential for customer information to leave with a salesperson, particularly if that information is stored on his personal device. When investigating potential mobile solutions, it’s important to consider how your customer information will be handled.

Smartphones can become an essential CRM tool for your dealership. However, it takes careful thought on how to implement secure and accountable practices on your lot to ensure that your employees are productive and your customers’ information is handled appropriately.

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