Case Study: Serra Honda Grandville achieves higher sales and productivity with VinSolutions Connect CRM

Improving Dealership Outcomes with New Technologies

Serra Honda Grandville, a 14-salesperson dealership in Grandville, Michigan, needed to modernize its customer management after adopting a new DMS in 2017. The dealership discovered its old CRM was underutilized (about 60% of activity logged) and sought a solution to improve data capture and accountability, ultimately switching to VinSolutions Connect CRM (with Connect Mobile and VinLens integrations) to better manage customer information and follow-ups.

Working with a VinSolutions Performance Manager, Serra Honda Grandville set clear goals—80% capture of driver’s licenses and emails, closing showroom visits within four hours, and booking appointments for 25% of opportunities—paired with a $1,000 monthly incentive for managers. Leveraging VinSolutions’ Connect CRM, Connect Mobile and VinLens, the dealer improved data capture and lead-to-appointment ratios and dramatically boosted productivity: its 14 salespeople sold more than 2,600 cars in 2018 (about 16 per salesperson per month), well above the national average.

Serra Honda Grandville

Rick Clift

General Manager