How to Create the Best Automotive Internet Sales Process Ever! (PART 7)
The Internet Sales Process Buckets
TRANSCRIPT: All right. Let’s start in section three. The Internet Sales Process and Buckets. Remember I talked about internet processes and really all sales processes are buckets, where we put the customer in one bucket and then when they move to a different stage in the process we move them to another buckets, so Let’s think about all of our processes as buckets and all good CRMs can handle these two basic buckets. The non-working bucket and the working bucket. This is the very basic part of internet sales process and every CRM can handle this.
The non-working bucket. A lead comes in, we haven’t reconnected with them, they go in the non-working bucket. Meaning we’re not working with them yet. That non-working bucket, if we set up the process correctly and easily, that’s going to tell us when to make phone calls and it’s going to automatically send out our emails to these non-responsive prospects, but as soon as we reconnect with someone, we move them into the working bucket.
The working bucket is where we’re going to take them someplace else. Appointment, follow up, sold, something like that. Now those are the two basic buckets. Most of you have a non-working bucket and then about 20 different working buckets and that’s fine. What I want to do, I’m going to give you four non-working buckets today and then you can continue to keep your other processes that you have for the working ones.
Now the internet sales process, the template email, the template emails those scripts, those all exist in that non-working bucket and our primary goal of everybody in the non-working bucket is just to move them to the working bucket. That’s it. Okay? Once we reconnect with someone, then that appointment process starts to kick in.
Now today we’re teaching just how to reconnect. The appointment process is once you get a reconnection. Again, hey guess what, we have free classes for that. Those are available free online just visit stevestauning.com and look for full series videos along the right hand margin. Look for creating an appointment culture. Appointment Driven Communication, Leading an Appointment Culture and our newest video series, which is called The Perfect Appointment. All of those series will help you set appointments with people you’re reconnected with.
All right, lets get back to the buckets. Now the four lead buckets that we’re going to teach today, the traditional lead, the no phone lead, the trade in lead and the credit application lead. Those are the four buckets we’re going to talk about. Now great CRMs like WebControl can put the lead automatically in the most buckets just based on the lead source, so I got a lead from Blackbook, it’s a trade lead. It goes into my trade appraisal. Wait, I got a different lead from Blackbook it’s their credit application, well that goes into my credit application bucket automatically.
Good CRMs like WebControl can do that automatically, but you are going to want to create additional buckets over time, so I’m going to give you those four buckets for free today, but for example, under traditional you’re going to want to send a different stream of emails and leave different voicemails for sub-buckets like VIN-specific new, Trim-specific new, Make/Model-New and used, so you may have four sub-buckets under traditional where we have a phone number. Again, your CRM should make this easy and intuitive to do. If it’s hard to set up new buckets and sub-buckets, guess what, you’re not going to do it. Your teams not going to do it. If it’s hard, which happens a lot, your every Blackbook trade lead, I see it all the time, is going to get a traditional response. Meaning, we’re going to be focused on the wrong things. They’re trying to trade in their car, and we’re trying to sell them what was the vehicle of interest? We’ll talk about that in a little bit.
This explains, by the way, why you’re not so good at connecting with your trade in leads. They were probably on your site for service and got enticed correctly to fill out a trade lead and guess what, they filled out a trade lead and you’re trying to sell them the vehicle of interest. Steve, wait a minute, “I don’t know how to create these extra buckets or these sub-buckets.” Listen, I know. Listen, great CRMs have a knowledge base that you can easily search. Meaning, other people have had this question before, they solved it. They put it into a knowledge base. It makes it easy to do this stuff. This knowledge base should contain step-by-step instructions for everything you want to do, but unfortunately most CRMs, not most, many CRMs today make you speak to a human whenever you want to do anything, change anything. If your CRM isn’t do it yourself and easy it’s probably time to look for a new one and I don’t say that lightly. I hate changing CRMs. I’d rather change DMS, then change CRMs ever, but if it’s not helping you sell cars, if it’s hurting you, then it may be time to change.
Here’s a perfect example. I worked with a dealer this month. At the dealership we waited three hours for their rep to call them back and tell them where the CRM company had moved a report. They made changes to their reporting and they moved a report somewhere else in the tool and it wasn’t intuitive to us as to where that report was. We couldn’t get an answer. It took three hours for them to call back, in the meantime, we went on LinkedIn and we asked the question on LinkedIn and a dealer consultant, just a trainer who was working with another dealer at the time, not a trainer for the CRM, but an independent trainer, he helped us before the CRM company ever responded. He had had the same question for his client. He found the report, he told us where to find the report. That’s not how CRMs should be.