CRM, not just for the big guys

The term CRM or Customer Relationship Management is something automotive jobbers have been practicing subconsciously for years. However, the days when the jobber can leave the fancy preferred customer programs to the big box retailers are gone. The need to “Grow and Know” the cash customer has never been more important.  If margins are to be protected the ratio between wholesale and retail business must change. The tools necessary to do this are numerous, the most basic however being the ability to recognize and reward a repeat cash customer. To be able to quickly capture accurate name and address information is the key to building the foundation of a successful preferred customer program.           

Recognition is the key

To suggest a walk-in customer should be treated as nothing more than a cash transaction is to ignore the buying habits of the DIY market. The reason most people support small local businesses in the area where they live is the recognition factor. A jobber is really no different than the dry cleaner or convenience store, in that a customer expects to be recognized as a regular shopper after a few repeat visits.

Providing the counter staff with tools

Whilst most good counter people may recognize a face, expecting them to tie that face to one or more vehicles is obviously expecting a little more than most busy counter staff can deliver. This is the power offered by a Point-of-Sale system with a CRM component, and, just like with any tool, it is something that must be used correctly.

Targeted promotions improve return

Rather than the traditional "shotgun" approach to promotion a properly implemented CRM will allow the targeting of only those customers whose historical purchasing habits show their interest in certain products. No point in trying to sell shocks to somebody who has only ever purchased chemical products because chances are the promo material will go unread.