10 Common CRM Mistakes and How to Avoid Them

CRM 5 min Read

A CRM is a (Customer relationship management) software used to track, organize, and share customer information within a business organization.

Having an integrated CRM program is more critical than ever to help sustain your dealership with more people shopping online nowadays. Tracking your dealerships is highly crucial so you can set monthly sales goals and adequately keep track of company growth.

Choosing a new system or upgrading your current one can be confusing for most, and once you have implemented a CRM software, not many dealers know all the ins and outs. So, let's go ever a few tips on how to utilize your CRM to its full potential. 

1. Inputting duplicate data

Sounds harmless; however, having multiple accounts for one customer can cause confusion and the opportunity for sales reps to miss out on important information on someone. Duplicated accounts also prevent the proper organization of the data. They may cause your numbers to appear inflated, and when you need to track down specific leads at your dealership, it may be challenging when multiple accounts populate. 

2. Proper training 

Getting overly ambitious without training the sales staff first on the new software can cause a delay in success. Take the time to educate yourself and the sales team on using the CRM until everybody is confident in the new system. The salesforce will be less likely to use an unfamiliar system, thus affecting your bottom dollar. So thorough training is a must when implementing any new significant change.

3. Track usage

Create daily goals you would like your sales staff to reach within the CRM. For example, you can require the sales team to make a certain number of calls or appointments per day to ensure the usage of the program. Consider a CRM that supports call recording since this is the best way to track activity. Also, get organized since it will be up to you to collect the data and use it to make future decisions on how many leads you are receiving and from where.

4. Not using the correct CRM

When choosing a CRM, you must think ahead and what exactly you want from the software. Do your research and learn about all the functionalities the CRM offers.

With such a wide variety in today's market for software, it can be difficult when deciding on a new one. First, layout the essential functions you are looking for in a CRM, then list what features you don't need. Then use this list of priorities to find CRM's that support what you need. 

5. CRM system has no integration

Having CRM software that can integrate into your DMS will help the sales team keep track of the complete sale process from start to finish. If your sales team needs to refer back to a sale and the lead process, then all the information is in one area. The same goes for you when you are tracking progress in a deal.

An integrated CRM will also help you identify which sales have been closed and which sales were not.

6. Utilize social media features

Most CRM's on the market will support some form of social media integration.

Familiarize yourself with these features to seize every online opportunity. To grow your dealership, you will need to adapt to having a more substantial online presence. Meaning going on social media and creating accounts for your business, and posting regularly. 

7. Track everybody

One major issue dealerships seem to have is that they don't track everybody that has been in contact with sales. Ensure to collect all vital information such as the potential customer's name and email or number for future follow-ups. Any more required details after that, and you may end up scaring off car buyers. 

8. Too many required fields

Only require the basics, name, and number. When requiring too much information, you slow down the sales rep and keep them from speaking to their customer.

Representatives may also not have the time to fill out multiple fields, so they may end up skipping it entirely. Keep the process simple and efficient. 

9. Use mobile features

Most CRMs will also have a mobile component. Be sure to utilize this, as it will save time and effort for your reps. Scanning drivers' licenses and collecting data on the move will lead to quicker data entries and more engagement.

Everybody has a mobile device now, and being able to text, call, email, and scan a driver's license from your device will save time and give your dealership a professional look. 

10. Launching too many email campaigns

One significant mistake reps make when introduced to a new CRM is overusing email blasts. Not spacing out email campaigns will lead to more people unsubscribing to your newsletters and thus lowering their chances of coming back in. Create a schedule for when your reps should follow up and only send out mass email campaigns sparingly.

DealerCenter offers three different types of CRM services ranging from intermediate and advanced features depending on the needs of your dealership.

With features ranging from text messaging and email responses to call recording. Deciding which new CRM software is challenging but, With the proper CRM training and preparation, you will notice an increase in your customer base. While growth doesn't come overnight, a good CRM will help you reach your key milestones faster. Just be sure you are setting quarterly goals and monitoring performance to help collect the data you need on potential car buyers in your market. The car industry is constantly changing, and so are the buying habits of your customers.

Using a CRM not only helps you manage your leads but records and reports the information you need to finalize the sale. 


  • Inputting duplicate data
  • Proper training
  • Track usage
  • Not using the correct CRM
  • CRM system has no integration
  • Utilize social media features
  • Track everybody
  • Too many required fields
  • Use mobile features
  • Launching too many email campaigns

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