With competition in the automotive world rife and the sales model migrating towards an omnichannel approach, OEMs will be more eager than ever to have a full sales pipeline and healthy conversion rate. The only way to effectively track and monitor this across a multi-site organisation is by digitising the process. Enabling transparency across the network means performance can be tracked, and sites can be benchmarked against one another. As Deloitte suggests:
“An ecosystem that includes the manufacturer, retailer, importer, financier, and service garage all sharing data is very powerful. Used correctly, the data generated across the entire ecosystem can build a 360-degree view of the consumers’ needs, wants, preferences and behaviour, increasing the ability of all parties to increase consumer satisfaction, loyalty and even overall profitability.”*
If you still need to digitise your automotive sales funnel management for all your stakeholders, we’ve summarised ten factors you should consider when choosing an auto sales funnel management software.
1. Ease-of-use
Everyone is busy, right? Therefore, any software you share with your network should be intuitive and save the end user valuable time in their day-to-day tasks. For example, your Area Sales Manager can share key sales performance stats on a ready-made dashboard rather than having to painstakingly compile their own PowerPoint presentation before each site visit. An intuitive tool that minimises confusion and is built with the user in mind will focus on:
- a smooth, predictable, distraction-free flow that aligns with the user’s journey through their business processes.
- appealing visual representations supported by additional information.
- effective content filtering and search options
- being accessible, taking into account the users' environment and interaction-based needs.
- showing easily identifiable and clear navigation, icons and error messaging.
2. Customisation
An intuitive experience will be boosted by having the ability to tailor your auto sales funnel software to your unique sales processes. Getting a demo will help get a full understanding of which features can be customised. You’ll also want to ensure that different people can view the same sales data in many different ways, depending on their role. Finding a partner that’s willing to share data display ideas with you, whether it’s zoomed in or zoomed out, limited or limitless, ranged or free-range, will minimise stress during the onboarding process and ensure you get user buy-in from the offset.
3. Integration
As data can often be an assortment of different formats you need to choose a software provider that is capable of marrying these all together. Typically, the data will be a combination of spreadsheets, client data feeds, and cloud-based apps, an example of which is shown below. Ensure the software provider can support you through this process and ideally opt for one application rather than multiple tools to manage your sales funnel.
4. Automation
Ultimately, moving forward data feeds should be automated to eliminate human error and save precious time. Automation within the tool itself will further streamline processes, such as setting reminders, template-based communications, assignment of tasks, workflows and scheduling meetings. Consistency will be much improved, and the sales team can focus their attention on building relationships to help the leads convert.
5. Analytics & Reporting
As an OEM you need a tool that gives you a comprehensive overview of how your network is performing and highlights the key problem areas. In the example below, the automotive sales funnel is visually represented and therefore any data errors can quickly be identified and rectified. Having a reliable single source of truth will lead to better data-led decision-making and action plans. Dealerships can be given the correct level of support to achieve their optimum performance, to drive continuous improvement across the whole network.
6. Access On-the-Go
Many Area Sales Managers carry a tablet, a great on-the-go tool for showcasing data dashboards to the field teams. Therefore, check that the software has been built responsively. Often, data displays are too detailed to be accurately viewed by the field team on a smartphone, so having an app is not paramount.
7. Scalability
The auto market is forever changing, and therefore the auto sales funnel tool must have the ability to adapt to your evolving sales funnel strategy. Ask about the infrastructure of the software and how usage demand could impact on this, as well as querying if data storage is future-proofed. Find out if features have been built as plug-and-play modules. Therefore, only relevant modules are loaded to each customer's version of the platform. Ultimately, you need to have confidence that the product can accommodate your growth in users and data, without compromising the user experience.
8. Security & Compliance
Choose a provider that insists on carrying out an information assurance plan, demonstrating their proactive attitude to data protection. Look for best practices in security measures, such as:
- software and infrastructure penetration testing reports.
- information assurance plans and risk assessments.
- a dedicated Data Protection Officer.
- ISO 27001 and GDPR compliance.
- single sign-on integration and permissions set at the individual user level.
9. Customer Support
Find out upfront whether the software provider has a customer support team and clarify what level of support you will receive. You would expect more comprehensive service during the onboarding stage, but what does business-as-usual support look like? Before signing up, delve into reviews and ask to speak to one of their existing customers for an up-to-date assessment of the tool and service provided. Also, check to see if there is a bank of FAQs and resources available to help you self-serve.
10. Pricing & Value for Money
Assess the following key factors when considering the price and return on investment of an auto sales funnel tool, and when comparing them against one another:
- Understand the pricing structure: Is there a monthly or annual subscription fee? Do they charge per feature or per number of users? Ask directly if there are any additional fees, such as setup or training fees. Calculate how many licenses you’ll need and plan ahead to effectively budget.
- Scalability: Is the tool capable of handling growth in your organisation?
- Do the features meet your needs? The tool should perform core functions like tracking leads, managing the pipeline, displaying data and analysing performance. Additionally, investigate what advanced features are available, such as automation, software integration, and customisation. Consider whether adopting a more holistic business performance management tool that incorporates sales funnel management would be beneficial to your organisation. Streamlining the number of systems the team use could help alleviate confusion and aid transparency.
- Demos and Free Trails: Is there a demo and a free trial available? This is your moment to judge the quality of the user experience for yourself and see in practical terms how the sales funnel process can be improved using the tool.
Preparing a comparison checklist, taking into account the above ten factors, will help you select the right automotive sales funnel management software. The next step would be to organise a demo with your preferred option to understand how the tool and the team behind it will benefit your network. Better still, choose a supplier that understands and has experience in your industry. They will be aware of your current challenges and have proven solutions up their sleeves!
Source: *deloitte-uk-digital-changing-car-sales.pdf
