The dealership

Being easy to do business with is a major reason Washington’s Spokane Hyundai deepened its relationship with DealerSocket in recent years. A CRM customer since 2018, the dealership added the company’s Desking tool in 2019, then its DealerFire website and PrecisePrice digital retail solution just ahead of COVID-19.  

"With DealerSocket, there's synergy in how leads land in the CRM. It’s just smoother to have everything run through a single platform," says General Manager Craig Fruin. “I’ve always believed a fun and transparent process is paramount, and DealerSocket allows us to communicate that to our customers.” 

"With DealerSocket, there's synergy in how leads land in the CRM. It’s just smoother to have everything run through a single platform."

Craig Fruin, General Manager

Spokane Hyundai

Opportunity to save

That proved especially important when the state allowed the Hyundai store to reopen its showroom in early May. However, Fruin saves his highest praise for another CRM tool that emerged during the three record sales months that followed: SocketCredit. Not only did the credit management feature’s soft credit-pull functionality improve the customer experience, it cut the dealership's credit pull expenses by almost two-thirds.  

“With SocketCredit, I can serve up accurate payment quotes without the customer having to complete a credit application, which speeds up the process and saves us money on F&I expenses," Fruin says. “Previously, we were spending a ton of money on hard pulls for deals that might not happen. Now we evaluate necessary credit upstream in the sales process using the soft pull process built in the CRM. The best part is we can soft pull from all three bureaus. The information we get back is easy to read and looks just like the actual bureau.” 

"Previously, we were spending a ton of money on hard pulls for deals that might not happen. Now we evaluate necessary credit upstream in the sales process using the soft pull process built in the CRM." 

Craig Fruin, General Manager

Spokane Hyundai

Pitching soft pulls

The pitch starts with a note about how a soft credit pull allows the dealership to give the customer an exact payment based on their credit history and without impacting their score. “One of SocketCredit’s biggest advantage is it keeps all those critical details in the customer’s profile within DealerSocket’s CRM,” Fruin says. 

“Customers are usually receptive to the soft pull,” he adds. “We work with 24 finance sources — some of which offer interest rates as low as 2.4%. It only takes seconds, and it doesn't impact their credit score. Even if the soft pull results in a higher rate than they thought, they'll usually agree that it makes sense.” 

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