Author Archives: Jenn Brockway

About Jenn Brockway

Jennifer Brockway, Director of DealerCRM Support and Training at iMagicLab, has a decade of real world dealership experience. Having worked in most every area of the dealership from reception to loan origination, cashier to accounts receivable, and most recently as a leading sales professional, Jennifer offers iMagicLab Dealer Partners a unique and genuine perspective. Jenn began as a National Trainer with iMagicLab and quickly showed leadership and management skills which earned her a role as Director, overseeing our National Trainers and Product Specialist, amongst other responsibilities in the support and training arena.

Sales and Service within DealerCRM

woeurieHow many dealerships utilize their Service Department? I mean REALLY utilize their Service Department. The answer, not too many. If you do not have a marketing tool for Service clients within your current CRM, you are missing out on already loyal customers who have chosen your dealership to service their vehicles.

DealerCRM is different. We can utilize your Service records so you can put them to good use. You can see who, of your past customers, uses your Service department to maintain their vehicles. You can also see who services their cars with you, but never purchased from you. How beneficial is it to your store to be able to market to those clients on an individual basis? Not just one mass email stating “Stop in for an oil change!” Instead something more strategic for just those owners and service clients who own a 2007-2010 Ford Focus, with less than 100,000 miles. Alternatively you could offer a free Market Analysis on their vehicle, while it is in the Service Department, during routine maintenance. We all know how nice it is to have an unexpected customer walk in to our showroom, from our service department, and end up leaving in a brand new vehicle!  What if it could happen for your dealership on a more regular basis?

Steering Wheel Vintage Ford

How important is CSI to your Service Department? I receive follow up emails regarding my service experience all of the time. My email address is included in the contact information for my parent’s vehicles, my sister’s vehicles, and a few of my client’s vehicles. I like nothing more than to receive an email from where I service my vehicle. If there is an issue, it can be corrected prior to the OEM survey being received by the customer. If it was a pleasant experience, maybe a request for a customer review online would be the next step. CSI isn’t just important for OEM manufacturer statistics, it is a great way to market your dealership on a public level. Free advertising from happy customers is better than the best paid advertising.

Who has ever had a customer that wanted more money off of their new car? I think that is just about everyone who has ever tried to sell a vehicle. What is nice about DealerCRM is that you can clearly see the Closed RO information within the client record. So that customer that wants an additional $250 off of the sale price might be justified in asking for it, especially if they average $250 per Closed RO. It also goes the other way when that person has never serviced their vehicle with your dealership but wants a deep discount. DealerCRM allows you to make more informed decisions when considering additional discounting for customers.

These are just a few ways that Service Integration within DealerCRM can help your dealership retain your customers… and sell more vehicles.  Can you see the benefits? What aspect of the Sales and Service integration has been most useful in your store?

6 Stereotypical Boss Profiles


Does anyone truly like their boss?  Is your boss typical or not so much?  I have been working since I was 13 years old and have encountered many different types of bosses.  I have my favorites and then I have those who I wish I could forget.  I have bosses I still speak to and go to for advice.  Bosses, what a love/hate relationship!  Can you relate to the five types of bosses below?


1. Best Friend-Ever
Have you worked for that person who wanted to be your best friend?  I have, sometimes a good thing but usually terrible!  With this person, you have an edge.  You can get that day off to hang out and shop or go do something fun.  You get preferential treatment, no crappy duties for you!  However, since this is your boss, you can’t say no!  You feel like you have to go to lunch with them.  You have to accept that invite to their weird house party.  You also feel like you have to do more for them than anyone else, like run errands or plan parties.  Best friend as your boss, maybe not so great!


2. Invisible Boss
I love and hate the bosses who are never at work!  What is to love, you might ask?  Easy!  The fact that they are never at work checking in on you and making you nervous with their micromanaging and heavy breathing down the back of your neck.  What is to hate?  Agonizing all day on the days they do show up, wondering if you did something wrong, or if there is some big change happening which will affect you negatively.  What happened to make then suddenly show themselves and the unknown regarding how that affects you can make all those carefree days not quite worth it.


3. Over-achiever
Ever have that boss who tries to do everything, all the time!?  It is great when you have a big thinker who likes to try new things but it can get out of hand.  I had a manager who would try to close deals, complete follow up, demo cars, and help in finance.  He was completely incapable of delegating.  It was nice that he tried a bit of everything but in some cases, it is best to do what you do best, and let others do their jobs.  This person tended to convolute things more than help them.  It may have cost me a couple of deals in the end, to be honest. But it was also nice to know that he kept the Sales Process fresh in his mind and had real experience of how deals went down at that store in order to make management decisions for the rest of the team.


4. Jerk
I think a good portion of my dealership bosses were total jerks.  Main reason for me, they didn’t remember the time prior to being a boss.  They didn’t remember what it was like to test drive 5 cars, to sit through negotiations, to dig out 6 cars for an appointment to find the people cancelled or didn’t show up.  The jerk that didn’t step in to help you but once your client left, had nothing but crap to say about you and your lack of performance.  Jerky bosses can be frustrating because you feel like it’s you against them instead of the reality which is that you are both part of the same team.  Some bosses have yet to realize that the Football Coach management style doesn’t quite work on everyone.  These Bosses need to learn the best way to motivate all of their team members.


5. Effortless
I have had maybe two bosses who made it look easy.  They’re born leaders!  They show their employees respect.  They listen to the staff and try to implement any recommendations which made sense for the store.  They genuinely show an interest in their team members lives by not just making small talk by the coffee pot or water cooler.  This is the boss who you want to invite to your home for dinner or out to watch the game.  This is the person within the company who you go to for advice.  Usually, these bosses remain friendly after they are no longer your boss.  You feel that they truly have your best interests, and that of the store’s, at heart.  If they all could be this way, the employment world would be so much more enjoyable!


6. Micro Manager
We all know and Love… to Hate this Boss. They’re the one who checks on you constantly. Managing your every minute, of every day, like you’re an incompetent kindergartener who needs to be told when to go to the bathroom or eat your meals or smoke your cigarettes… Not that Kindergarteners are smoking cigarettes (nor should anyone be, for that matter) but for the sake of argument. These bosses will make you feel like you have to justify your every effort and decision. In fact you spend more time justifying your actions to them than you do actually Working a Deal. Honestly, with proper CRM implementation most of these bosses wouldn’t need to even chat with you about your efforts on an hourly basis. They could see where you are and what you are doing or have done with a few clicks… That might not make them so terrible after all.


These are just a few examples of typical boss types that I have encountered over the years.  Do you have any examples you want to share? Which was your Favorite and which was your Least Favorite? Or what type of Boss are you?  Let us know your thoughts on Bosses or how proper CRM use has helped cure your store of a Terrible Boss.

CRM Tools for Salespeople within DealerCRM


I have held many jobs in my short lifetime.  By far, my most successful to date has been selling cars.  I wasn’t your typical sales rep.  While others were smoking, gathering in various corners, or dodging ups, I was waiting at the door for the next person to walk in.  I would walk the lot every morning, checking out trade row, seeing what the truck dropped off the night before.  I took my job very seriously, and did everything I could to make sure my 50-60 hour work weeks were not wasted on people in the dealership, who didn’t make me any money.  My biggest ally, my CRM.

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DealerCRM holds you to a standard of Excellence.  It provides you with an organized view of your daily contacts on your MyDay screen.  DealerCRM empowers you with a search tool, called DealMagic, to dig deeper for your Sold clients.  It provides you all of those prospects from last year, who are interested in that used vehicle which just showed up in inventory, with the Pre-Owned Vehicle Alerts. DealerCRM allows you to send emails, text messages, and record phone calls within the customer record, all from one location with iCallClick and emails.  It also provides you with a variety of reports to check your own progress and for managers to view your Daily Activity.


With your MyDay screen, you have a variety of resources at your fingertips.  Emails from your clients are displayed right at the top.  When you click on the customer name, it opens up the whole customer profile in plain view.  Not only can you see the email your client sent, you can also see every contact ever made.  You can see every service the client had in your service department.  You can see every vehicle your client was ever interested in.  You have a complete customer history, right down to the email sent 4 years ago, without having to go to 4 different areas within the CRM to find it.  Hotwatches will also populate on your MyDay view, these are like little sticky notes right in the CRM to provide you with reminders.  You also  have an organized view of your phone calls by level of priority.  What is better than that?

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With DealerCRM, you have a search tool directly at your fingertips.  DealMagic provides you with infinite ways to search for your clients, both Sold customers and Prospects.  With DealMagic you can data mine.  You can also send email campaigns directly from the tool, specifically for your customer in a matter of minutes.  Instead of contacting a marketing company and spending money to have an email sent or a Call Campaign completed, you have the ability to do so yourself, right at your fingertips.  I mentioned searches, this tool has infinite possibilities for search criteria.  You can search for Sold clients, Prospects, Internet Leads, even Bad or Lost customers!

Daily Activity Report

Ever feel like your manager is riding you for no reason?  There are over 50 reports in DealerCRM that your manager can view with a push of a button.  My personal favorite, the Daily Activity Report.  This report allows you to change the dates to reflect the time period you want to view.  It allows you to filter by sales rep, by team, by ad source, etc.  The Daily Activity Report shows you everything for the dealership, including Service Department Activities!  No more having managers wasting 5 minutes of your life asking what you have completed for the day.  They can click on the report, drill down into, and see every call you have made, every email sent, every note entered, etc.

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Follow Up

What’s so great about the follow up process in DealerCRM?  We make it easy!  You want to send a customer an email, do so right from the client profile.  Instead of clicking between your CRM profile and your Outlook email, do it all from one place.  When the client replies, it stays directly in your client history, you do not have to copy and paste it into the notes after the fact.  Do you want to text your customer?  Again, DealerCRM makes this possible, right from the client record.  When that client replies, you don’t need to save it in your phone forever, it stays within the client record to review 5 years down the road.  In addition to this, with iCallClick, you can call directly from your computer, work phone, cell phone, even your home phone.  If your dealership has allowed for recording calls, that recording will stay in the client history for 60 days for review at a later time.

DealerCRM has infinite possibilities when it comes to follow up  and client records!  It is forever changing, and constantly improving, to bring our dealers valuable tools which allow you to  sell cars and leave the difficult follow up schedules to us!

What could be more important than your greeting?

AgreementThe Greeting, most people think nothing of it.  A simple “Hi, how are you?”  Or maybe something more structured like, “Welcome to ABC Motors, my name is Jenn Brockway.  Your name is?”  Or, better still “What’s up?”  Salespeople spend so much time on the Demo, the negotiations, the close, that they forget the all important Greeting.  These first few seconds can make or break your deal!

A greeting is supposed to introduce yourself, first and foremost.  You don’t want it to be too simple, as it may go ignored, however you don’t want it to be too wordy either.  You want them to know (and Remember) your name but you also want their full name in response.  Ever get this?
You:  “Welcome!  My name is Jenn Brockway, and you are?”
Them:  “Bob” (while walking away.)
How effective do you think this is?  Do you believe that Bob will remember your name?  I don’t think so.  First impression, down the drain.  Sale, possibly lost!

A good greeting has just a couple elements.  Its quick, it provides your info, and you get their info.  You don’t want it to be too quick nor do you want to take up an hour to tell someone your name.  I used various greetings over the years, depending on how I was first meeting my clients.  A few examples are provided below:

  • Email Greeting:  You can have a greeting in an email.  Let’s face it, many people never walk into the dealership until they are finalizing their deal which makes a good email greeting extremely important.  Mine went something like this:

    Good Morning Bob,  Thank you for your inquiry on (vehicle.)  My name is Jenn Brockway and I will be guiding you through your purchase adventure.  If you should have any questions along the way, stop me and ask them!  I have included the information on the vehicle you requested below.  I would like to speak to you to provide more information, what number and time works best for you?  Please let me know.  Thanks so much!

  • Phone Greeting:  Ever bomb that phone call on that used car?  We all have.  The best thing to do is to have a script like greeting in front of you.  Something to help guide you from fumbling your words but can be easily adjusted depending on the request.  My script was as follows:

    Thank you for calling ABC Motors.  This is Jenn Brockway, who am I speaking with please? Great, what is the purpose of your call today?  Thanks, in case we get disconnected, is this the best number to reach you (read off the number from the caller ID) and verify if home or cell.  Also, just in case, what is your email address?  I promise not to bombard you with a bunch of SPAM but just in case I get your voicemail when I call back, I would like to be able to send you the same info via email, for you to review at your convenience.

Then proceed to provide them information.  You may not get all of the info right away, but a professional way to ask for it may get it for you after more info is needed.


  • Walk in Greeting:  Of course, this one may be more difficult as your body language is a key factor.  I was always professional, with good posture, and a smile on my face.  Nothing says I want to sell you a car like a slob with their hands in their pockets and wandering eyes, right?  I used something like this:

    Hi there!  Welcome to ABC Motors!  (With hand out ready to shake) I am Jenn Brockway, your name is?  Wonderful, what brings you in today?  Perfect!  Come this way (leads to a desk to enter into DealerCRM) let’s have a seat and discuss your likes/dislikes, needs/wants, and preferences so I can pull up the car of your dreams!  Would you like some water or coffee?

Most dealerships have refreshments somewhere.  I worked in various dealerships that had these for guests but I kept my mini-fridge well stocked with cans of pop, water, tea, juice, etc.  I even went as far as purchasing a Keurig for coffee for my clients (and me of course!). Whatever methods you use, make sure you put yourself in them!  Don’t be fake and try to be someone you are not.  Be welcoming, sincere and use your abilities to read your customers response and navigate your follow up questions and comments.

Have some key pointers you’d like to share around greeting best practices?  Feel free to contribute them in the comments below.

Does your store truly behave like a team?


When you think of Dealership Personnel, do you think of a team? I used to think Salespeople were on their own, no team, no one to help them along, until I became one. When you are new in a dealership, you rely on everyone, managers, receptionists, other sales reps, porters, service, etc. Everyone in the Dealership plays their part to help make you successful. It is how you roll with it which will make you a good salesperson, or a failure. Below are a few people who played a huge part in my career. I wouldn’t be where I am, without each of their assistance, along the way.

Porters:  Porters seem like the lowest on the totem pole.  But, they are one of the most important groups of people you will ever meet. They gas up your cars for test drives and deliveries. When that new car you have been waiting for finally comes in on the truck, they are the ones who peel back the protective covering and make sure it is ready to take your customer out in for a test drive. When that vehicle is sold, they determine how fast that vehicle gets ready. If you are rude and do not show these people some respect, your 30 minute delivery could turn into a 2 hour long fight to keep your deal together. Moral of the story: Treat these people with some respect, they may save your deal someday.

Service:  I, personally, had a love/hate relationship with service. If I needed a new car PDI’d or something corrected, they were my best friends! However, that used car I just sold that is leaking oil, after they fixed it, then I was their worst enemy. Either way, without them, I had no way to sell a car. I couldn’t sell a Certified vehicle without their inspection sheet. I couldn’t test drive a new vehicle until it was properly inspected. I couldn’t get that windshield fixed without their approval. What is worse? That person who just bought the car with the defective radio. Treat your service department terribly and watch your customers get it passed on to them in return. What can we take away from this – without total buy-in from your service department, your deal may blow up in your face.


Managers:  There were only a couple managers whom I cared for, during my time at dealerships. They treated me like a human being (most of the time) and taught me so many things. The only reason this was the case was because I wanted to learn those things. I wanted to be a professional and do things for myself, without relying too much on anyone else. Some managers can be completely rude and holier-than-thou when it comes to the dealership but without them, what can you get done? In most dealerships, my managers provided the numbers/pencil. They had the power to make a wrong into a right. Be sure to foster a good relationship with your management while putting any personal issues aside for the greater good. If they aren’t on your side, watch your CSI (and the bonuses that go with it) fall down the drain!

Salespeople:  I would like to think I was a team player. I didn’t like EVERYONE but I would help ANYONE who showed me respect. If you ask nicely, I will help you dig up that car that is in the spare lot and 6 other cars deep. If you have the client that is on a roller coaster of a test drive, I will help you and go out and make sure cars are brought up or put away. Maybe even take a ride for you so you can shove some pizza in your face for lunch. Regardless of what you feel about every salesperson in the dealership, competing for that fresh up walking through the door, it’s important that you have a few on your side. These people will help you when you need it and you can return the favor. They can also break you and bust your whole deal if they feel slighted.

Receptionist:  This person answers EVERY call within the Dealership. They might even sit at the front door and greet EVERY customer. Why wouldn’t you want them on your side? Do you really want to anger the person who guides YOUR clients in the door? Picture this: You are waiting for that call from the customer who has been in the store 6 times, with 5 test drives in a million different vehicles, you say something to your receptionist that ticks them off and then go to lunch. Guess what? Your customer calls to tell you they are on their way and then the call is put to your voicemail. Five minutes later, your client walks in the door but you are at lunch and they are in a hurry. Woohoo for you, you just got a split deal. Why, because you didn’t respect your Receptionist, the most important person in the dealership.

Regardless of who you consider your team, you want to be sure that you treat the people you work with respectfully. You do not have to like them all the time, but you rely on these people for guidance, assistance and support, so do your best to be a part of the solution, rather than a thorn in their side. At the end of the day, your ability to be a team player may just save a deal or two when you really need your teams help.

How does your store function at a team level? In your experience, who are the most important player on YOUR team?

7 Characteristics of a Top Salesperson

In every dealership, there is a Top Dog, number one Salesperson. This is the person who everyone wants to be, in some way or another. There are usually some common factors which make this person as good as they are. Below we discuss some characteristics of that top salesperson, the new sales reps hope to be one day.

  • Organization
    Most Top Dogs have some level of organization. It may not make sense to you, but their follow up is done a certain way. Their desk has notes in order of importance. Their deliveries are set just right. Or, some have someone, an assistant, who makes sure all of these things are in place. Either way, they have organization at some level.
  • Schedule
    Most great salespeople have a schedule in place. It may not be strict but it is typically followed. Something like, most follow up calls are made between the hours of 11am-3pm or no calls between 5pm-7pm, etc. They also tend to schedule vehicle deliveries in specific time slots. Time slots based on when the finance department wouldn’t be busy with SPOT deliveries, or what works best for most client’s work schedules. Either way, having some sort of schedule in place will help you to do your job at a superior level to those around you.
  • Charisma
    Every person, who has ever Sold me anything, has had a special something about them. Something that made me like them. Something that made me feel good about buying a product from them. Usually, it is a great sense of humor with a great knowledge of the product that they are selling. It could just involve the way they spoke to me or the way they involved me in the purchase. It is different for everyone, but find out what your best quality is and improve upon it in any way you can. Take advantage of your natural talents.
  • Knowledge
    Who likes to buy a car from someone who knows nothing about the car? The answer – NO ONE! You may not need to know EVERY ASPECT of the vehicle, but know the basics. If you have an appointment with someone on a vehicle, go refresh yourself on that vehicle. Do so based on conversations you have had with the client to verify you are giving them information which is important to THEM!
    Example: I like good stereos and speed, don’t talk to me about coefficient of drag and airbags.
  • Attitude
    BE POSITIVE! No one likes to be around someone who is negative. If you don’t like the manager you are working with, keep it to yourself. If you hate the car that they love, shut your mouth! You are allowed to have your opinion but in some cases, it is best to keep it to yourself! Having a positive attitude will not only help you get along with co-workers and have a less miserable day that you would have had otherwise, but it will also help you sell more cars. Your customers can feel your mood and most would be put off buying from a crabby car salesperson. This is an exciting time for them, make it feel like you are genuinely happy for them.
  • Association
    Surround yourself with people who help you to become better at what you do! Don’t hang around the typical clusters by the “water-cooler.” I am not saying, don’t speak to your co-workers EVER. I am just saying, surround yourself with like minded people. “Birds of a feather, flock together” can be a positive thing. If you are around successful people, you are more likely to be successful. You tend to pick up their habits, in a good way. Instead of picking up habits like hiding in the breakroom or avoiding Ups that look challenging.
  • BE YOU!
    Not everyone is going to be the best, but be the the best you, that you can be. Everyone is unique. Every customer is unique. and every Salesperson is unique. It may turn out that the guy who just walked onto the lot likes the exact same pro-wrestler who you worshipped as a kid. Or maybe you both have a child who is around the same age and are struggling with similar challenges of that stage. Perhaps their dog is like your dog in that he’s always chewing up the WRONG items in your house. Take the time to be yourself, ask questions and get to know your customer. You may find that the 5 minute friend you make adds a few extra digits to your paycheck as well.

There are a million things that a Salesperson can do to be Top Dog. Find out what that means for you and get to work! It can only make things better for you! Have any tips of your own? Share them below in the comments section or let us know what you think about the tips above.

Getting Started with your new iMagicLab CRM

DealerCRM-facebook-coverSo, you have done it. You have made the first step in changing your dealership’s future in the world. You have partnered with the best, iMagiclab! Now, it is time to get the ball rolling with everything you need to figure out this new Customer Relationship Management system.

First, let me start off by saying, we are not your typical CRM provider. When you partner with iMagicLab, and start using DealerCRM, you have control of your dealership’s work flow. We do not schedule random calls in a one-size-fits-all follow up plan, though we do help by starting your store off with some best practices. However, our Action Plans are fully customizable down to a Rep level. We then encourage you to make changes to fit your dealership’s follow up needs. We show you how to make said changes and then work with you, using various reports within DealerCRM, to show you how our CRM is working to your advantage.

To get started we recommend consideration of the following:

  • Cut the old CRM out cold turkey! Start using DealerCRM right away. Everyone learns in a different way. Some of your staff will learn best by doing. While others prefer textbook or tutorial style learning. But what better way to learn your new CRM than to use the CRM? Make mistakes, it happens all of the time. I don’t know about you, but I learn best from my mistakes. Don’t be scared to jump right in!
  • Encourage your staff to complete all of the iML University training classes which are pertinent to them. The iML University is available for everyone who uses DealerCRM, from right on their MyDay page. This collection of Video Tutorials and Demos will give you and your team members onsite training on your time. No need to sit in a boring class looking at an overhead projection of a CRM you’ve never seen before. Trying to retain every bit of information you are shown in a short hour long class isn’t productive. iML University is available around the clock and can be revisited whenever there is a need. As a manager you’ll also be able to track your teams progress through the iML University topics.
  • Practice. Who’s heard the phrase “Practice makes Perfect?” Well, honestly, it does. The more you practice, the better you will be at working within DealerCRM. The same goes for your sales processes, techniques, work flow, etc. What better way to learn DealerCRM than to work within the system regularly?
  • Keep an open mind. DealerCRM is not your typical cookie cutter CRM. When you have work flow, it is created by your management team. iMagicLab didn’t just randomly schedule the call to your best friend who purchased a car. Keep in mind, we make updates based on dealer feedback and industry trends, regularly. We do not do this to make your life difficult. We do this to simplify the process and ultimately save you time. Time that you would be spending logging someone in, we give back to you, so you have more time to SELL THEM A CAR!
  • When we are in your store, ask questions! Do not be afraid to open you mouth and say you can’t figure something out. What would you rather do, ask a question everyone else is thinking, or keep your mouth shut and struggle later? No question is a stupid question. Not everyone knows everything about one piece of software or another. We need you to have a good understanding of DealerCRM. I would much rather you ask the question while I am there to show you, than to struggle with it and not use DealerCRM to its fullest potential.
DealerCRM Support Center

DealerCRM Support Center

Keep in mind, iML University is available 24/7 on the right side of your MyDay screen. We also have our Support Center Page available for your convenience via Help on your MyDay page. As a bonus, Monday through Friday, from 9AM to 6PM we offer Live Chat Support, available from our Support Center Page. This allows you to chat with one of our fantastic trainers, in real time! And when I say Trainer, I mean an Actual iMagicLab Product Specialist or Trainer who uses the same system you are daily.

It doesn’t get any better than that!