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Is Your CRM Training Setting You Up for Success and Retention?

With nearly three-fourths of auto dealers today using a CRM system, it’s clear that dealerships understand the benefits that a CRM can bring their business. But understanding the possibilities of a CRM is only the first step. Your people have to actually use it.

No CRM system – no matter how slick or technologically advanced – is going to do it for you. Technology doesn’t sell cars; your people sell cars. And your people need training.

Our product trainers and performance managers have trained and retrained hundreds of Connect CRM users, and they’ve noticed a few key elements of a training program that often predict if a dealership team will utilize their CRM to its full potential.

Full Participation in Training
It isn’t enough for someone to be physically present for CRM training; they have to be engaged. We offer interactive, role-specific courses to our Connect clients because new users need to understand why a CRM is important to their particular role. To be engaged in training, users need to understand what’s in it for them. In-Software Practice As our Director of Training Chris Hawthorne puts it, you can read a book on how to swim, but if you haven’t gotten in the water and practiced, things probably aren’t going to end well. To learn a CRM, users need real-world, application-based training sessions that force them into the deep end of the software. VinSolutions uses in-CRM training called "WalkMe" to show clients how to use Connect CRM.

Continuous Learning
There are a couple of reasons that CRM training must take place on an ongoing process:

  1. A good CRM is one that constantly evolves to improve functionality. Ongoing training keeps users up to speed on the latest and greatest features.

  2. When you’re first starting out with a new CRM, it can be hard to know what questions to ask. Users typically need some time in the weeds of a CRM before they begin to know what they don’t know.



One of the best continuous learning opportunities we offer our Connect users is VinWorx, our annual user summit. 

See more Resources on CRM Utilization , OR Management and Culture

Caroline Murray

Marketing Manager

Caroline Murray is a marketing manager for VinSolutions and Dealertrack and author/curator of the VinSolutions blog. In her role, Caroline manages campaign content development, thought leadership and public relations for the two brands. Before joining Cox Automotive in 2017, Caroline held a number of roles with global public relations agency FleishmanHillard, where she specialized in business-to-business communications. Caroline has a bachelor's degree from the University of Alabama and a master's degree from the University of Missouri.

Connect with Caroline Murray on Linkedin or shoot them a note.

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