Building the Foundation for a Great CRM Process

1. Building the Foundation for
a Great CRM Process
Jock Schowalter
Page 44

2. Building the Foundation for a Great CRM
Process
presented by Jock Schowalter

3. 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

5. 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 process
3. Rinse & Repeat

6. 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.

7. 4 Major Components of your Process Design
Pre- Contact Contacted
Be-back Post Sale

8. 4 Major Components of your Process Design
Pre- Contact Process
Lead 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 Check
In 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.

9. 4 Major Components of your Process Design
Contacted Process
Customer 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

10. 4 Major Components of your Process Design
Be-back
In 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

11. 4 Major Components of your Process Design
Post Sale CRM Process - We’ve only just begun

12. 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.

13. Sample CRM
Process Map Process Actions
“Lead
Intensity”
ie.
1 hr - phone call / email
2 hr - SMS text
4 hr - phone call / email
1 d - 2 phone calls
2 d - email
This is as intense as your
resources will allow
Manager
“Lead Awareness”
Process Monitoring
Lead status approval
Call Review

14. 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

15. 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%.