How to Use Your CRM to Maximize Tax Season

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By Howard Leavitt

“We are what we repeat­ed­ly do. Excel­lence, there­fore, is not an act but a habit.” – Aris­to­tle

It’s that time of year again, tax sea­son! What bet­ter time to start new habits and process­es than now. We all make res­o­lu­tions with the com­ing of a New Year so let’s make some for tax sea­son as well. Tax refunds and CRMs do play well if you cre­ate good habits. You can take advan­tage of tax sea­son by using your CRM to har­vest poten­tial sales among prospects who may have extra mon­ey in their pock­et thanks to their tax refund. Take advan­tage and use your CRM to max­i­mize your poten­tial.

• Res­o­lu­tion num­ber one is to get in the habit of col­lect­ing con­tact infor­ma­tion in detail by your staff. Make this more than a good habit but also a manda­to­ry prac­tice that your staff must com­mit to.

• Res­o­lu­tion num­ber two is to com­mit to using your CRM appli­ca­tion to clas­si­fy and find poten­tial tax refund leads and clients.

You will need to under­stand that CRMs have many fea­tures that if repeat­ed­ly exe­cut­ed prop­er­ly will have a tremen­dous impact on your busi­ness dur­ing and after tax sea­son. Those fea­tures include gath­er­ing of per­son­al his­to­ry of the prospect and your clients. Their birth­days, anniver­saries, sales finan­cial data, and type of car they dri­ve are all valu­able pieces of infor­ma­tion you can col­lect in your CRM to be used for find­ing more sales lat­er.

In addi­tion you col­lect oth­er infor­ma­tion includ­ing your lead sources–where and how they found out about your deal­er­ship. Using that source as a way to fil­ter the leads that fit the tax refund cri­te­ria will aid in the tax sea­son. It will aid in seg­re­gat­ing only tax refund leads for prospect­ing. Let me pro­vide you with a sim­ple how-to approach for find­ing new prospects and exist­ing own­ers that meet the tax refund require­ment so you can max­i­mize sales through the tax sea­son.

• You will need to have your admin­is­tra­tor assign a spe­cif­ic source code (for exam­ple, “Tax Refund”) so that extract­ing those poten­tial sales can be retrieved quick­ly and prospect­ed effec­tive­ly. The basic idea is that you want to be able to tar­get the prospects for your mar­ket­ing efforts to reap the ben­e­fits of using a CRM appli­ca­tion.

• Have your admin­is­tra­tor export by range the leads that you have clas­si­fied prop­er­ly and cre­ate a cam­paign via, email, snail mail and tra­di­tion phone prospect­ing.

In addi­tion deal­ers who have sales his­to­ry import­ed into their CRM appli­ca­tion have an advan­tage when it comes to har­vest­ing poten­tial sales from your CRM dur­ing tax  sea­son. When you eas­i­ly know which clients are reach­ing end of term it becomes an easy task to cull out the own­ers who you can resell dur­ing the tax sea­son. Cre­ate new up sheets on any of these own­ers that have used tax refunds in the past and source them like prospects as tax refund can­di­dates. Buy­ers tend to pur­chase in the same man­ner when they buy the next car. Hav­ing the detailed buy­ing infor­ma­tion that can be quick­ly accessed is an advan­tage but you need to be active in work­ing the CRM appli­ca­tion. Take the time and get involved so you can max­i­mize your poten­tial and you’re invest­ment in CRM tech­nol­o­gy.

What bet­ter time to start new habits than today and get the most out of your CRM appli­ca­tion dur­ing the upcom­ing tax sea­son? Exe­cute these new res­o­lu­tions make your new habits bring you to excel­lence all year.

Howard Leav­itt is the founder of AutoRap­tor CRM. With over 40 years of expe­ri­ence and with a strong rep­u­ta­tion as one of the most accom­plished retail man­agers on the U.S. auto­mo­tive scene, he is ded­i­cat­ed to shar­ing his knowl­edge and lead­er­ship expe­ri­ence to help deal­ers down the path of suc­cess. He can be reached at howard@autoraptor.com.

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