In all your years working in the auto industry, how many people have you met who love making cold calls? The answer is probably zero or fewer.
Fortunately, behavior prediction technology is the key that unlocks a world of opportunity for your sales team. Asking your team to make cold calls is like asking them to drive a nail into a board with something other than a hammer. Sure, there are ways to make progress with that approach, but with a hammer (or in this case, advanced behavior prediction technology), the task becomes significantly easier.
These kinds of tools utilize every dataset across your dealership to analyze and pinpoint which of your former buyers and service customers in your CRM and DMS are reaching a point in their lives when they are most likely to be shopping. Factors considered include not only vehicle history, but also major changes in a person's life, like identifying growing families driving cars too small for their current situation.
Up to this point, your team could have tried 10 different ways to make connections with 10 different customers in your CRM and DMS with zero luck. With behavior prediction technology, 10 attempts to tap into what matters to a customer is replaced with one consistent approach that's personalized according to each prospective buyer – even if it requires 10 different tailored messages.
Increased productivity benefits more than just a dealership's bottom line. Outside of costly inefficiencies, a slew of unsuccessful cold calls will certainly take a toll on any sales team's morale. Rather than spinning their wheels being constantly rejected as part of an archaic "percentages" game, behavior prediction technology significantly increases each team member's chances of a successful connection. Those successful connections lead to sales, sales lead to money and happy employees and happy employees lead to low staff turnover.