By Del Mugford, Dealer Principal

It is critical to our dealership that we have full integration between departments. The products we're using have to work together. Because we can easily access the same data at different points in the sales process, we've eliminated double data entry. That means fewer errors and faster entry, saving time and money.

Real Sales Results
Having an integrated customer relationship management (CRM) tool has helped increase our customer loyalty and saves hours in a day. We never do anything with a deal until it's been entered into this system.

Plus, it works with our dealership website. Leads from the website are automatically transferred into our CRM tool. This integration has helped us become fourth in our zone for lead response time!

Faster Financing
We avoid duplication wherever possible, so we love that our desking solution pulls data straight from our CRM tool when we're working deals. Before, it would take upwards of 15 minutes for sales to complete the paperwork and the deal to enter the F&I department. But because our new solution is so easy, the whole deal can now be created in less than 5 minutes. And the salesperson is building rapport with the customer the whole time.

Everything is organized and quick, which our customers really appreciate.

Having these products work together is like having an "easy pass" for a toll booth. We get through our sales process quickly and accurately. It has created a better experience for our customers and helped us win more business.

Del Mugford is the dealer principal at Royal Chevrolet in Richmond, VA.