Building the Foundation for a Great CRM Process

Jock Schowalter

Page 44

Building the Foundation for a Great CRM Process

presented by Jock Schowalter

CRM is the most important software for any successful sales organization.

● Reporting● Analytics● Data Mining● Desking● CSI Surveys

● Inventory Mgmt● Email Marketing● Service Marketing● Call Tracking

CRM Process / Workflow

CRM Process is just like a diet.If you don’t follow it, it won’t work.

1. Design a process “That’s what we are talking about today”

2. Enforce the process3. Rinse & Repeat

Process Should be Informed by Data● Prime time to connect on the phones is between 6-8pm.

● Average prospects is searching 10 websites and / or dealers.

● 72-79% of prospects are cross shopping Brands

● Sales people can handle maybe 80 active leads in a given

month.

4 Major Components of your Process Design

Pre- Contact Contacted

Be-back Post Sale

4 Major Components of your Process Design

Pre- Contact ProcessLead generated and “Contact” has yet to be established.

Characterized by “Lead Intensity / Lead Awareness”

● Working to establish Communication

● Multiple Contact Attempts

● Variety of Contact Attempt Methods - Calls, Emails, Social Media

Best Practices

● Dedicated “Non Showroom Sales” Staff ie. BDC working to appointment.

● Use Social Media to research customer.

● No Contact within 4 to 5 days - Manager Turn

Data CheckIn a micro study, over 90% of Sold Internet Leads were contacted within 3 days over a 30 day period.

Making contact within 3 days results in a much higher selling ratio.

4 Major Components of your Process Design

Contacted ProcessCustomer has responded to dealer communication.

Characterized by Personalized Approach to follow-up.

● Working toward HELD Appointment and Sale

● Establishing Personal Connection / Rapport

● Providing transparent information.

● Communication according to Customer Preferences.

Best Practices

● Manager Appt. Confirmation

● No Appt within 3 days - Manager Turn

4 Major Components of your Process Design

Be-backIn person (or virtual) contact established with no sale resulting.

Characterized by Personalized Approach AND Automated Follow-up longer term

● Working toward establishing if buyer is still “in-market”

● Communication to uncover and overcome “True” objectives.

o Price

o Product

o Person

Best Practices

● Send Deal Recap / Proposal (case study 20% boost be-back close ratio WideStorm)

● Manager Call / Text from person with best rapport.

● After 1 Week, weekly follow-up: new arrivals, vehicles sold, etc. MAKE IT TANGIBLE

4 Major Components of your Process Design

Post Sale CRM Process - We’ve only just begun

4 Major Components of your Process Design

Post Sale

Characterized by long term relationship building

● Introduction to Service Department / Special Offers at delivery

● Email communication for help with technology questions ie. bluetooth

● Customer Satisfaction Survey

● Invitation to join Dealers Social media properties

Best Practices

● Tie a pay plan structure to follow up activity

● Ask for referrals on every follow up call

● Task to schedule service 3 months. Then Quarterly Follow thereafter.

● Lease Renewal 6 months before expiration.

Sample CRM Process Map Process Actions

“Lead Intensity”

ie.1 hr - phone call / email 2 hr - SMS text4 hr - phone call / email1 d - 2 phone calls2 d - email

This is as intense as your resources will allow

Manager

“Lead Awareness”Process Monitoring

Lead status approvalCall Review

CRM Assets You SHOULD have

● Email Templates for each situation & vehicle

● Phone Scripts and or Call Guides

● Integrated Texting Capability

● Call Tracking / Recording

● Survey system

What to shoot for

FORMULA FOR PROCESS SUCCESS:

For every… 100 Leads

X 85% Contact Ratio = 85 Contacted

x 75% Appointments Set = 64 Appts Set

x 50% Appointment Shows = 32 Appts Shows

x 50-75% Close of Shows = 16-24 Closed

Or…a true eCommerce Closing Ratio of 16-24%.