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Software
Solutions
for Dealers
In
his latest book, Business @ the Speed
of Thought, Bill Gates writes of improving corporate IQ and
information management. According to Gates - reports Rand Holley,
president of SureSoft - corporations and other business entities
that best utilize their information will beat out their competitors
and have the healthiest bottom lines.
 Holley goes
on to say that managing information can be a complicated task.
"Over the past several years an explosion of new goods and services
has hit the RV marketplace," he says. "But dealerships cannot
keep expanding their product lines forever. Sooner or later they
reach a point of diminishing returns. They lose their efficiency,
their competitiveness and most of all, their ability to manage
a diverse collection of products and services."
Software
that assists in a dealership's management of sales information
without putting daily operations into a headlock will give dealerships
the greatest increase in revenue. "A major struggle with RV software
designed to assist the dealership sales effort is that it tries
to do too much or not enough," continues Holley. "Striking the
proper balance between the two is the key to maximizing sales.
This balance will focus on (1) increasing sales and profits, (2)
improving customer service and (3) making the dealership more
efficient."
What
to Look For
Holley advises dealerships to look for the following when selecting
software vendors and programs.
Focus.
No software can do everything. Software that attempts to accomplish
several different topics will inevitably emphasize one while neglecting
the others. Make sure that the software assisting your sales effort
has a concentrated focus on the three basic requirements listed
above and is not just an inventory or finance package in disguise.
Also make sure the software was designed by people who know sales,
not by accountants or programmers of inventory packages.
Uses
People Properly. Some people love computers so much that
they want to force everyone to use them. Your sales force should
spend a minimal amount of time on a computer and as much time
as possible talking to customers. Utilizing people in their designated
roles is one aspect that any successful dealership software will
encourage, not disrupt.
Detailed,
Pertinent Information. Make sure that the software gathers
information that will actually assist the sales representative
to make a sale, answer management's questions and keep the sales
force informed. If the software requires too much information,
it becomes too difficult to use. The value of information needs
to be gauged by its ability to answer management or sales questions.
Uses Resources
Properly. Software must answer questions that help you
best utilize your resources. When is the hottest time for "ups"?
Which RVs are most requested? What motivates, customers to buy?
Prospect matching is essential. Remember that the software is
doing the work for the sales force -- not vice versa. Software
must enable the dealership to get back to the basics of allowing
salespeople to sell and general managers to manage.
Services
Customer Needs. Computers are good at keeping track of
details and performing repetitive tasks. Software must generate
a wide range of personalized correspondence to past, present and
future customers. It must also generate comprehensive daily reminder
lists and reports for sales staff and management that ensure customers
never slip through the cracks.
Keeps
Management Informed. Anyone who has been in the RV industry
knows that sales representatives do not like to be tracked and
in some cases will do anything to avoid it. Yet it is crucial
that management stays informed. Software must provide sales managers
with complete follow-up, number of contacts per sale and other
information about the effectiveness of the sales staff.
Improves
Expenditures. You invest a great amount of money in advertising.
To be effective, sales software must track your advertising dollars
and allow you to spend it in locations and promotions that work.
Not only should it help you know which type of advertising is
bringing customers to your dealership; once you get a potential
customer on your site, it should help you satisfy that customer's
needs as well. Sales management software must keep you informed
of customers' wants and purchases.
Ease
of Transition. It is not in your best interest for any
software system to disrupt your business. At SureSoft, we do not
believe in reconfiguring your office, having your business establish
boiler room type phone centers or forcing your sales staff to
constantly use computers. Software should enhance, not disrupt,
your daily operations.
Limits
the Expense. Software that will successfully assist your
dealership to sell more will not force everyone to use a computer.
Having too many computers gets expensive fast! Avoid the pitfall
of excessive computer and training costs. Your system should require
minimal hardware and set-up yet offer reliability, speed, ease
of use and flexibility. "Sales drive your business. It's that
simple," concludes Holley. "You need a software system with all
the tools to increase your sales and profits, improve customer
service and allow you to make informed, intelligent decisions.
Oberon RV industry software by SureSoft was created
because it was requested by the general manager of an RV dealership
who was unhappy with what the market had to offer. It has helped
RV dealerships increase revenue wherever it has been used. Our
job is to provide you with tools to sell more RVs."
is a product of 
Copyright © 1997 - 99
All rights reserved.
Last modified:
Sept 18, 1999
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