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FOCUS PSB FOCUS PSB Digital www.PowersportsBusiness.com Powersports Business • June 16, 2014 • 15 14 • June 16, 2014 • Powersports Business www.PowersportsBusiness.com Facebook changes mean more original content CRM offers boost to generating leads customers were using that social network. Another way to better focus Facebook efforts is to look into the insights the site offers to page administrators. From there, users can look at their frequency to determine if they're posting too often (such as several times per day) or not often enough (such as once per week). Insight data also shows when fans are using social media, allowing each dealership to cater to their own customers. And, if customers are more active at night or some other time staff isn't at the dealership, posts can be scheduled in advance to reach the desired audience. The reason Facebook made the switch is because the company wants to make the site more user-friendly, Scott said, much like Google did with its Hummingbird update late last year. "The bottom line, really, for businesses with this change is Facebook has gotten a lot cleaner and a lot simpler, and it's really going back to how Facebook started, which is connecting people to people," she added. Facebook is also moving to a change the layout of business pages, returning to a more streamlined one-column look, similar to past iterations. All pages will be shifted to the new layout by June 13. PSB can log into, log deals, log notes, schedule calls and have a fun time doing it without burden- ing their day," said Brandon Siegesmund, vice president of communication at More Than Rewards. "It provides the speed and ability to log deals in 15-20 seconds. And it's eas- ily implemented at the dealership level. We know dealerships don't want to put their staffs through hours of training, and take people off the floor to do it. We can't make you use it, but at the same time we didn't build it to seem like a burden — we want you to want to use it." We'll look at a few of HyperDrive's fea- tures here. Use of QR Codes This feature allows the staffer to save a deal in PDF format on a smartphone or tablet, directly from the computer screen. Each deal has a QR code in the upper corner of the deal page. Staffers can simply scan the QR code to see the PDF on their mobile device. Being able See HyperDrive, Page 15 to view the deal on the show floor, or after hours, has its benefits, and includes all notes regarding the deal. "We've been finding the sales staff mem- bers want to use tablets or phones, and they want to be able to view the deal away from the computer or desk," Siegesmund said. "Some of them will use the PDFs from the QR code as a repository of information, and grab 7-10 of their deals at once so they can access them from their phone and not need to get back off the floor and behind a desk." The QR code function, Siegesmund notes, is most often implemented by larger dealerships, with higher traffic counts. Social network profile picture integration Dealership staff members can enter a cus- tomer's email, and the CRM does a web search of applications such as Facebook, Twitter, LinkedIn and others to find a photo of the customer. "When you enter an inbound lead, you might recognize them when they come in, but this is less intrusive than asking them for a picture. I like to see a photo of who I'm work- ing with, who I'm talking to, and we're finding out that members of the sales staff feel the same way," Siegesmund said. Text reminders to keep meetings between salespeople and prospects "People are simply more comfortable with texting than they are with emails. It's less intrusive than email, and it forces people to be straight and to the point in 144 charac- ters or less," Siegesmund said. "This allows a sales staff member to send a reminder via text about a meeting with the customer. So when the person says they'll be in again on Saturday at 11:30, the sales staffer asks if he can send an automated text message with the pertinent reminder information. Or the sales staff can send a reminder to himself, with the text coming 15 minutes before he needs to call a customer." Sales staffers can also text PDFs, photos of the bike that the customer is considering, or photos of a variety of bikes for those custom- ers early in the buying process. This add-on service costs an additional $50 monthly, and offers the dealership's phone number as the location of the inbound text that the consumer sees. Siegesmund said More Than Rewards is the only company that offers such a vanity phone number option. There is no texting limit in the package. "We're seeing about half the dealers who get HyperDrive get texting also," Sieges- mund said. Use of voice recording to insert an audio note on a deal With this feature, a sales staffer calls a dedicated phone number and records a voice note, which is transcribed, and then inserted onto the deal. To ensure the transcription is correct, the audio recording also remains part of the deal. "A lot of sales people are away from the computer for much of the day, and this allows them to make sure a note that they want to get added to the deal doesn't get forgotten or left out," Siegesmund said. "It will record up to two minutes, and then they'll see the transcrip- tion in the CRM. They assign the note to a deal, so they can do it from anywhere." CRM data entry via app using a mobile device (tablet, iPad, smartphone) This allows sales staffers to use the CRM through any mobile device. Staffers simply download the app to their mobile device and enter the lead onto the screen. It's compatible with ADP Lightpseed and TALON, the DMS for Harley-Davidson dealers. "The salesperson just enters the phone number or last name or whatever they have, hits enter and it sends it to the CRM. Then they can go in and make their updates from there," Siegesmund said. "It's a great way to capture leads at events." CRM usage motivation through the use of digital raffles More Than Rewards hosts and pays out the digital raffles, with the goal of getting more sales staffers to enter CRM data. For every 10 deals a salesperson enters in the CRM, they get award a raffle ticket onscreen. Every month, More Than Rewards draws among all the dealers a prize of $100 at the end of every month, and $500 at the end of every quarter, in Amazon Gift Cards. "This originated out of discussions we've had with dealers about motivating their staff to enter leads," Siegesmund said. "We're looking forward to inspiring salespeople to get their leads entered. We're always trying something different, pushing the envelope when it comes to offering new ways of doing things." PSB HYPERDRIVE CONTINUED FROM PAGE 14 "People are simply more comfortable with texting than they are with emails. It's less intrusive than email, and it forces people to be straight and to the point in 144 characters or less." Brandon Siegesmund, vice president of communication, More Than Rewards RESOURCES Want to keep up with Facebook's constant changes? These are the resources that Samantha Scott, owner of Pushing the Envelope, Inc., uses: AllFacebook.com — an unofficial Facebook blog Blog.Facebook.com — Facebook's official blog Facebook.com/page_guidelines.php — Official guidelines for Facebook pages, which Scott references monthly for updates Mashable.com — a source for news and resources in the digital world P12x15-PSB8-FOCUS.indd 15 6/4/14 2:16 PM