Motor City has reduced overall operating expenses through more targeted marketing messages and greater sales efficiency. By using better information to send targeted messages to customer segments, marketing campaigns cost less and bring in more qualified customers. While previous broad marketing promotions might bring in 200 customers on a Saturday with 75 ready to buy, their targeted marketing approach brings in 100 customers with 75 ready to buy. Salespeople are now able to spend more time with buyers and less time with nonbuyers. With the daily work plan in Contact Management, each salesperson stays more productive. They are better organized and proactively reach out to customers every day, resulting in higher sales.

With the help of Contact Management, repeat and referral customers make up 68% of Motor City's business. They are able to provide more value to the customer relationship over a long period of time through newsletters, follow-up mailers, phone calls, and e-mails. The customer's relationship with the dealership is no longer completely dependent on the personal relationship between the customer and a specific salesperson.

Before Contact Management, Motor City's sales team had to contact 200 customers to find 75 that were ready to buy: