How �鶹�԰��Ӱ CRM + DMS Drove Auffenberg’s Best Sales Period Yet

July 21, 2025 / by Tanya Ferrero

How �鶹�԰��Ӱ CRM + DMS Drove Auffenberg’s Best Sales Period Yet

In today’s market, it’s easy to overcomplicate things. Tech stacks grow, workflows break, and somewhere along the way, dealerships start working for their tools instead of the other way around. But at Auffenberg Chevrolet Buick GMC in Farmington, Missouri, General Manager Barry Pannett took a different approach.

He didn’t overhaul the team or chase gimmicks. Instead, he doubled down on two platforms—�鶹�԰��Ӱ CRM and �鶹�԰��Ӱ Automotive Cloud DMS—and insisted his people use them well. Those tools, combined with a culture of daily accountability, helped transform how his store operated.

The Challenge: Shift Focus, Hold Margin

While showroom traffic stayed steady, Auffenberg Chevrolet Buick GMC ran into a different kind of challenge—used inventory was hard to come by. Rather than scrambling for volume, Pannett saw an opportunity to sharpen the dealership’s focus on new vehicles and protect profitability through process.

“I’ve always preferred new and prided myself on the profitability factor of new,” said Pannett. “I believe you can make money on new cars, but you have to ask for the money.”

That shift required more than just a pricing strategy. It meant tightening up operations, streamlining the path from lead to deal, and ensuring every step—from response time to delivery—was dialed in and consistent.

CRM + DMS: A Powerhouse Partnership

At the center of Auffenberg’s performance was one major advantage: a fully connected CRM and DMS. Instead of treating the two systems as separate workflows, Pannett used them as one engine driving operational efficiency.

“I like how the products talk, and when we make a deal, its pushed it into our DMS in a nice, streamlined process,” he said. “Things like that make our lives easier.”

That clean flow from lead to sale to delivery cut down on delays and improved communication between departments. It didn’t just help the team work faster—it helped them work smarter.

“Between the sales floor, the customers, to finance and the actual delivery, I would say that putting these two systems together definitely brings it all together,” Pannett added.
“It’s already created a smoother, more professional experience for everyone.”

How They Did It: Turning Tools into ROI

Here’s how Pannett and his team used �鶹�԰��Ӱ CRM and DMS to tighten operations and stay profitable—without overcomplicating the process.

Mobile CRM

The CRM’s mobile sales app helps the team stay responsive—anytime, anywhere. Pannett reviews and routes every lead himself, even off-hours.

“I get all of the leads so I can stop the clock with GM. Then I reassign those leads.”

“We don’t take days off here. If a customer submits a lead on a Sunday, someone has to respond. So, the mobile app is nice because everyone can use the tool remotely.”

Email Campaigns

Customized email automation keeps the dealership top of mind with buyers. Campaigns are tailored by vehicle model and inquiry type, scheduled to go out at key intervals post-lead.

“The campaigns are personalized, and they really help to get the customers reengaged. Probably 75% of people actually respond.”

Home Dashboard

Pannett uses the CRM dashboard daily to track lead response times and surface the metrics that matter most—appointments, store visits, completed tasks, and more.

“Since I’m really focused on lead response time, I like to track that,” he said. “Today, my lead response time is one minute, but my month to date average is 12 minutes, 28 seconds. That’s good, but I think it can be better, so that’s something to work on.”

Desking

The CRM’s Desking tool gives Pannett the flexibility to pencil deals the way he always has—while presenting them in a way that feels official and firm to the customer.

“I really like the Desking tool because it allows me to pencil deals the way I’ve handwritten them for 20 years, but it looks much more professional.”

“If I handwrite something, it’s coming from me. If it’s typed on a worksheet, it is what it is; there’s something psychological about it. It’s amazing how many customers look at the worksheet and don’t even ask for a discount.”

It’s not just about formatting—it’s about perception. A clean, formal presentation makes the price feel fixed, and the negotiation nearly disappears.

Reporting

�鶹�԰��Ӱ Automotive Cloud DMS’s reporting tools give Pannett quick visibility into every deal. With recap sheets at his fingertips, he can coach the team more effectively and prep for returning customers.

“I like to print all the recaps through the DMS, so when a deal comes to my desk, I log in all the information and print it off on a nice little deal recap form.”

“When previous customers come in, it’s easy to pull up that customer’s name and see how we worked the deal the last time. This capability makes it easy to game plan on how to best work the new deal.”

The Takeaway: A Smoother Experience, Front to Back

Auffenberg’s success didn’t come from chasing trends. It came from using the right tools in the right way—and making sure every piece of the process worked together to support the goal.

“Between the sales floor, the customers, to finance and the actual delivery, I would say that putting these two systems together definitely brings it all together,” said Pannett.
“It’s created a smoother, more professional experience for everyone.”

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