Pub. 15 2016-2017 Issue 1

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S 11 new jersey auto retailer W W W . N J C A R . O R G incompatibility, which most often displays itself through error messages. When communication errors happen, the problem isn’t in the software; it’s either due to the fact that you’re not keeping all the software updated or it’s a problem with your hardware’s communications protocol. The solution? Purchase new PCs every four or five years. The same goes with replacing network switches. Switches transfer data to all devices, including PCs. If you plug in a new PC with an outdated switch, the PC will never work to its full capacity. A network switch lifecycle is five to ten years, depending on the brand and your data network usage. New equipment speeds up performance and makes employees more productive. If your dealership has a goal of your custom- ers being able to purchase a car in one hour or less, PCs with super-fast processing times are a necessary precursor. Invest in Fiber Optics for Internet Another common reason for reduced sales productivity is a slow Internet connection. Today most DMS and CRM programs are hosted in the cloud, so Internet speed directly affects software performance. Internet speed determines how fast salespeople can look up inventory while the customer is waiting. It de- termines how fast the deal can be passed from sales to F&I and how fast the F&I manager can pull up information for a presentation — all while the customer is waiting. Many dealerships are still using Small Office/Home Office (SoHo) Internet services provided as a low cost connectivity option over residential networks. This type of service is de- signed for an office with five or six computers, and was fine in “the early days.” Today’s dealership requires enterprise-level connectivity provided over fiber optics. If it comes to a choice between adding bandwidth or limiting Internet access, always choose more bandwidth. Not only do sales depend on faster access, but Service Technicians download huge amounts of data for vehicle system computer updates. These updates are just one example of today’s mission- A logical and organized call flow is also critically important to the sales process. critical applications that rely on fast Internet speeds. Restrict- ing employee access to the Internet is like taking away your technicians’ tools. It makes it nearly impossible for them to do their job. In the last year the cost of fiber optics has dropped dramati- cally due to increased competition. In many areas a carrier can bring fiber optics right into your server room, delivering data at speeds ten to 100 times faster than “regular” Internet service. Modernize Your Phone System Last but not least, to improve the sales process dealerships may want to consider phasing out their old phone systems and implementing a unified communications platform (UCP). Recently I called a dealership and asked for a service advisor. The extension rang and rang. Eventually I was kicked back to the receptionist who transferred me to someone else. Nobody answered that extension either so I just hung up. So much for getting my car serviced there. If this is happening in your dealership, every person who hangs up is a potential sale or service customer gone. UCPs feature single-reach numbers, which routes all calls to employees whether they are at their desk or carrying their cell phones with them. This makes employees more accessible and increases customer satisfaction. UCPs also include collaboration tools that allow personnel to see other employees’ availability at all times — whether that person is on the phone, with a customer or at lunch. They can send notifications or ask questions for an immediate response so there is no need to put a customer on hold. A logical and organized call f low is also critically important to the sales process. Call f low determines how calls get routed and includes rules such as how many times a person’s phone rings, whether a call gets routed back to the receptionist or voice mail, and what happens to calls after hours. If you want your sales team to accomplish incredible things, provide them with the tools they need. Don’t think of an IT expenditure as a cost to be controlled; instead, view it as an investment in your team. Erik Nachbahr is President and Founder of Helion Automotive Technologies, a managed technology services provider for auto dealers with over 25,000 com- puters under management across 650 dealerships and body shops, Erik can be reached at ENachbahr@heliontechnologies.com