After nearly 30 years in the business, Rick Lane knows the challenge of selecting a new CRM. Before the first demo, he says it's key that dealers take the time to understand the dealership's intricate needs. The reporting capabilities, he stresses, need to be straightforward, because data uncovers opportunities for improvements. The right CRM must also be flexible and easy to use.
“So, if I were advising a dealer, I would strongly recommend DealerSocket, because what I've found after living it over the last six years is there's very little it's not going to be able to do for you," he says. "The integration is great, and I’ve never, ever had DealerSocket go down. More importantly, my salespeople love it.”
Lane has spent the last 19 years as the general sales manager at Washington’s Kia of Puyallup, where his sales team is averaging $3,000 in front-end gross, and where 93% of demos result in a writeup. Even more impressive, the dealership’s appointment-to-show rate sits at 70%.
"It always boils down to process," he says in typical car-guy fashion. “It’s also using the tools within DealerSocket to get the results that we want.”