The Importance of Having a Process Playbook

Processes are often misunderstood as restrictive measures that stifle creativity and limit the way individuals perform their jobs. However, the reality is quite the opposite. Implementing processes allows employees to become more efficient and effective in their roles.

?Over the years, leading and working with our talented PCG Digital team, our goal has been to create a series of internal processes to make our team more efficient. From onboarding, to strategy, to client communication and even to optimize GA4 analytics with the new ASC specifications. It has been an ongoing process but when you have something everyone is using, it is easier to improve or alter as needed. It is very hard to run a company if everyone is doing their own version of work.

Sales trainer Jonathan Dawson emphasized this point on a recent episode of my podcast, "You're in Charge- Now What,". His view was high achievers (or businesses) have a series of ?processes, systems, and structure in place. Their daily goal is to perform their job while working towards becoming more efficient. Consider a task that takes two hours to complete—what if, over time, you become more efficient and can do it in 60 minutes? This efficiency gives you time back to expand your efforts, reach more customers, or innovate further.

The Current State of Processes in Auto Dealerships

?During my work with auto dealerships, focusing on marketing, sales, and internet processes, it's not uncommon to find businesses without documented processes. Many dealerships claim their employees know what to do, but when asked to show the process, they have nothing to present. As one COO candidly put it, "That's why you're here. We need to document our processes, so we don’t waste opportunities to grow"

This lack of documented processes often arises when people keep changing strategy without a structured process in place, leading to inconsistency and confusion.

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Why Internal Processes Are Essential

If major corporations like McDonald's have well-defined processes, or sports teams have playbooks, why shouldn't multi-million-dollar automotive dealerships have them as well? Processes serve three main purposes:

1. Consistency: They ensure that everyone knows what to do and how to do it. This consistency is crucial for improving performance and spurring growth

2. Efficiency: Over time, processes allow for improved efficiency, freeing up time for other important tasks.

3. Customer Experience: ?Building on efficiency, it ?allows teams ?to focus on delivering exceptional experience and service because they are not focused on each step of the process.

?Not everyone is naturally inclined to operate without structure. While some individuals may excel at juggling multiple tasks without a formal process, the majority—about 80%—need a checklist, reminders, and structure. This need for structure aligns with most people's comfort zones, as they desire predictability and clear expectations.

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Designing Effective Processes

When designing a process, it's crucial to differentiate between a process document and a training document. A process document outlines the day-to-day activities and the specific steps that need to be followed in certain situations. For example, a sales manager's process might include logging into the CRM system, reviewing leads, adjusting assignments if someone calls out sick, and more. This is distinct from training on how to use the CRM itself.

Processes need to be specific and actionable, detailing tasks such as shooting a video, requesting a salesperson to shoot a video, or gathering numbers for a vehicle. This documentation ensures that everyone knows what to expect, reducing friction and allowing for a consistent experience.

To create effective processes, start by reverse engineering from the desired customer experience. Determine what you want the customer to experience, then outline the steps necessary to deliver that experience. This approach might involve multiple processes across different departments, ensuring a cohesive strategy that covers every aspect of the business.

?Currently, we're working on a project that involves documenting every process in every department for a client. This comprehensive approach covers everything from reconditioning and detailing to checking in vehicles. While this level of detail may seem excessive, it's essential for eliminating inconsistencies in actions and performance.

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Without clear, documented processes, teams end up frustrated, inconsistent, and inefficient. The lack of structure leads to unmet goals and a chaotic work environment. In contrast, well-defined processes align everyone toward the same goals, driving performance and productivity.

Next Steps:

If this article struck a nerve or a desire to go down the journey of documentation, remember processes are not about restricting creativity or micromanaging employees. Instead, they are about creating a framework that allows individuals and teams to work more efficiently and effectively, ensuring consistency, reducing friction, and ultimately delivering a superior customer experience and performance.

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Join me this November in Palm Beach for the Modern Retailing Conference. I will be hosting and speaking along with my brother Brian Pasch and a host of top industry experts. This event is not to be missed. Get your tickets today https://bit.ly/4d4tGp7

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