| Autologica Blog


Benefits of Making Full Use of Your CRM

The successful implementation of a CRM should display the dealer’s sales process accurately.

Every  business has its own complexities depending on various factors such as the type of vehicle sold, target customere, sales training, etc. But regardless of these differences, using a CRM’s features at 100% is the differentiating factor for success.

This article analyzes 4 features your CRM should have and that we recommend salespeople take advantage of.

Strategic information

One usual task carried out by the Sales Manager is assigning leads or prospects to the different salespeople so they can initiate contact.

If the Sales Manager takes advantage of the options offered by the CRM to add comments to the prospect form, this information can serve as a strategy when making the sales call, since it provides the salesperson with key information to use during the sales process. Therefore, the process is accelerated and the sales call is much more fruitful.


The aim of the Sales Department shouldn’t be just about generating new customers, but building long-lasting commercial relationships. In order to fulfill this objective, it is important that the CRM generate contact reminders. For example, an automatic call 30 days after the purchase of a vehicle to ask the customer about their experience. These calls can also be used to remind customers of maintenance services according to the vehicle’s mileage. This will help you increase the frequency of contact with your customers.

Aftersales calls

The CRM tool is usually associated with the sales area, but as mentioned it should be a tool to generate long-lasting commercial relationships, and the aftersales area can benefit greatly from this.

Sometimes our customers purchase vehicles from us but don’t come to our workshop for maintenance or to obtain parts. Therefore, it is important to use the CRM to generate marketing campaigns focused on topics of interest for your customers, such as promotions on popular parts and accesories, preventive services, and mandatory services, among others.

Keep detailed records of calls made to each prospect

When a salesperson contacta a prospect, the analysis of the complete information on that sales opportunity is essential. It is important to register as many details as possible: negotiation terms, quotes, reasons for lost sales, number of calls needed to close the sale, etc. The more information you gather, the better decisions you will be able to make when modifying the sales process, analyzing sale costs and reasons for lost sales, planning marketing campaigns, etc.
Having an accurate and detailed opportunity history allows you to quickly analyze the commercial process of each sales opportunity.


Bonus: Strategic use of agricultural information

Agricultural machinery sales involve a very different process than other types of vehicles. The used machinery market is usually very strong, so the CRM plays a strategic role in sales. If you have an updated database that allows you to easily see all the machinery owned by your customers, your sales team will count with strategic insights when assisting a prospect during the sales process. Many times, prospects are not only looking to purchase new or used machinery, but they also offer their machinery as a trade-in. This situation can derive in another sale, since the salesperson may know a customer who is looking for a used machinery with the characteristics of that trade-in.

Making full use of the CRM implies a change in the methods for those who don’t use it, but once implemented you will see that it professionalizes your sales process, helps you obtain strategic information, and fosters customer satisfaction and retention. All these benefits bring about a general increase in the dealer’s profitability.