A new CRM is one of the biggest purchases any dealership can make. And like any big purchase, it’s not easy. It takes time, effort and resources to decide which system is the best fit for you. So once you’ve gone through the whole purchase process and signed with a new CRM, you can’t wait to fire it up and get the results and ROI you were promised.

Put a pin in that, though — because now’s not the time to rush. Believe it or not, what you do before you go live with a new CRM is more important than anything you do after.

When you set your software up for success, you set your team up for success, too. If you don’t spend the time and energy on that setup phase, you set your team up for a disadvantage. Changing your CRM can drive improved retention and CSI, more sales and more money — but only if you manage the change.

Following these four steps between purchase and go-live will set you up for success with your new CRM.

1.Get your team on board

The most important part of setting up your CRM actually has nothing to do with the software. It’s not technical; it’s cultural.

Does everyone on your staff know you bought a new CRM? You wouldn’t believe how many dealerships I’ve seen where management was ready to go live with a new system, but the staff didn’t even know they were switching. Be clear and specific: We’re moving from System X to System Y, and it’s going to happen on this date.

But don’t be surprised if your team isn’t on board right away. People don’t like change. By CRMs, you’re basically asking them to keep doing what they’ve been doing … just differently. To get their buy-in, explain exactly why the new CRM is good for them and for the dealership — and let the system sell itself.

Maybe it closes some functionality gap that lets your team do their job better. Maybe it integrates better with the other systems they use. If they can see why you’re upgrading — and how it will be an upgrade for them as well as the dealership — they’ll be more likely to buy in before they log in.

2. Partner with your provider

When you buy a new CRM, you should also buy into a new relationship with your CRM company. Mary Olson of Ferman Automotive said it better than I ever could: “You don’t really want a provider, you want a partner. You want to know that if you need anything, you can reach out, and they’ll respond with answers.”

And she would know — she’s been with her CRM team for over six years!

Before implementation, meet regularly with your provider to set expectations and discuss what you want your system to do. Do you want to improve KPIs like CSI or retention, or bridge a certain functionality gap? When you clue your provider in to your needs and goals, they can make sure your CRM supports you.

Goal-setting is huge, but so is on-the-ground support — and that means in-person training. Take advantage of online video tutorials if your provider offers them, so you can get oriented and make the most of facetime with your trainers. “If you don’t train your team on the CRM, and keep training them, no one’s going to use it properly,” said Mary.

And remember, training’s not just for salespeople. GSMs, ILMs, desk managers: Everybody who uses the CRM should be formally trained on how to use it.

3. Prepare your data

Now that we’ve thought about culture and training, it’s time to talk data. To use your new CRM, you need to migrate your data carefully — from your old CRM and from your DMS. Let’s say the records in your DMS and your old CRM don’t quite match up, though. Which one should be your default? Talk with your provider to determine your go-to source, because to get real results from your CRM, accurate data is everything.

Our trainers see dealers struggle with data all the time. We’ll show up on-site and sit down with a salesperson — who, a lot of the time, didn’t know his dealership was changing CRMs at all. Of course, the first thing he wants to do is log in and look for his best customer. If that customer’s not listed under his name, you’ve probably lost his buy-in. When he can’t count on the data, he’ll feel like he can’t count on anything.

4. Assemble your CRM team

Organizing your data is important, but so is organizing your team. For a smooth transition, think about who’s going to own what. As you build your new processes, the person who’ll use them the most needs to be involved. Have your desking managers set up desking processes, internet managers set up internet processes, and so on.

Here’s what happens when a dealership doesn’t do this: I’ll sit down with their internet manager, and when they see the internet process someone else set up, they tell me there’s no way they’re following that. If you can get key folks involved early, you’ll have higher-quality processes — and getting buy-in will be less of a pain. 

As is the case on most successful teams, you’ll also need a leader. I recommend nominating one person in your dealership to take complete ownership of the system. At Ferman Automotive, Mary assigned a CRM champion for each of her 12 rooftops.

These people’s top priority is the CRM. They understand how the tool works and how it affects every inch of the dealership. And they’re the go-to person for managing CRM training — both for new hires and on an ongoing basis. The dealerships with in-house CRM owners almost always perform better than those without them.

Your champion is the ideal point person to field your team’s CRM questions and feedback, and interface with your provider to find a solution together.

“As a CRM champion, I’m the one who reaches out to my provider, and it’s for a lot of different reasons,” said Mary. “Sometimes it’s a technical issue. Other times it’s just an idea or suggestion we have.” Think of your provider as a trusted partner, not just tech support.

It’s tempting to go live as soon as possible after signing a new CRM, but rushing the critical setup phase will only cause problems later on. Remember: You’re changing CRMs for a reason. Hold onto that reason, manage the change carefully and your effort will pay off big.

Mark Vickery is the senior director of performance management at VinSolutions.