By
Duane Sprague
In the November-December
issue, we talked about how to put together a computer hardware
package for getting started on your own database marketing
program. We also mentioned some basic software programs
to consider as well. In this issue, we will talk about what
to look for in a software package in more detail.
Let me begin
with one word of caution. Computer hardware and software prices,
speeds, technology and capabilities change so fast, that by the
time these articles are printed, many things may have changed
already. So before you embark on anything, give me a call (its
free), and I will do my best to steer you in the right direction.
Now, lets
take a look at what your database marketing software should be
able to do for you.
Number one,
it should be based on an open architecture format. In other words,
it should be able to be integrated with other programs and data
sources so that data can be shared, downloaded, and utilized in
conjunction with other programs. A closed or proprietary format
on the other hand (like ADP and Reynolds and Reynolds) is very
difficult and time consuming to pull data out of, convert to a
usable format, and import other data into.
Another criteria
that an open architecture system offers, is relatively easy custom
programing. This is important because nearly every dealership
has different goals, systems, and ideas.
Now for the
capabilities of the software. It should have an easy way to track
everything, from activity by sales person, to results from each
up. It should track how many ups each sales person took each day,
what they did with each up, what vehicle they looked at, what
they are driving now, what advertising source brought them in,
what the next step is, and the effectiveness of each salesperson
in each of the sales steps. And of course, it should capture the
name, address and phone number of each up.
It should
link each sales person to a sales manager or team, and to each
past customer and current ups.
It should
track every sale by new or used, make, model, model year, date
of sale, sales person, zip code, town, advertising source, cash
sale, finance or lease. It should also track trades by make, model,
model year, date of trade, sales person, and link it to the sale
deal and customer.
It should
link every town to a zip code, and every zip code to a town. This
helps you determine your best markets, and track your advertising
effectiveness.
It should
generate letters from management approved templates for every
purpose and occasion. This makes lead generation and follow-up
a snap, and it controls the quality and content of the message.
It should
have an auto-dial function that generates a phone call at the
click of a mouse. This again makes follow-up a breeze. The easier
it is to do something, the more likely it is to occur on a regular
basis.
The program
should generate reports in both flow chart and graph formats for
easy viewing. And the reports should be linked to every category
of sales activity, advertising source, and sales person.
The program
should also be of a point and click variety, that allows for easy
and fast data input, data linking, and report generation.
And finally,
it should provide for scheduling, printing, and tracking of appointments
for the sales people.
These are the minimum functions you should look for in a usable
customer database software program today.
