BDC, Call Center...BS...Call It What It Is!

COMMUNICATION!

I just got through reading “Is the dealership sales call center obsolete?”on autonews.com. I got the article from Andy Warner on twitter. This article highlights dealers that have built, dismantled and maintain BDC’s and discusses the various pro’s and con’s of each but fails to get the real point.

That said I am going to try and land the plane on this topic and let’s discuss where you think I’m missing it or what we can do to make it better. The reality is that we have a real problem here that needs to be addressed for the retail auto industry as a whole.

I have beaten the lead conversion drum for years to the point many think I am obsessed with it.

The fact is that I am but over the last 2 years I have come to realize that… “Lead Conversion isn’t enough”, we are going to have to get beyond lead conversion to the visit to excel and therein lies our problem.

When we get a lead or a call there are a few inherent things we know we have to do.

  1. Answer the question
  2. Give the price
  3. Sell the appointment

But if you’ve answered the prospects questions and you’ve given them the price…why do they need you? When you get a prospect on the phone how do you get their contact information and make sure it is accurate, and then convince them to visit the store? These challenges are not new to the industry; they aren’t even unique to the automotive industry. The fact is all business working to generate leads face these same challenges.

The answer… VALUE!

To get something from someone, a lead, contact information, a visit you have to give them something of value in return.

Value Drivers

  1. Time – this is the number one reason the prospect is on the net to begin with, it would stand to reason if you can save them time in the shopping & buying process you will have an advantage (think Progressive.com). Here I suggest a 90 min test drive and purchase guarantee.
     
  2. Information – the primary reason a prospect contacts the dealership is for information, about the car, about their trade, about financing and of course the price Joe Webb talks about these various types of appointments in a very good blog post “The Four Appointments Car Dealers Should Set” but what is the VALUE the customer gets for setting the appointment? This is where most sales people miss it and is your opportunity to place yourself above the competition with an online brochure about the car they are buying with information on why they should buy from your dealership and a video introduction from you with a walk around of the car. You see the dealership and the YOU are the only things they can’t get somewhere else. This is the reason we developed infoMagnet our online brochure tied to our incentive based behavioral marketing app. When you offer this value 98% of the time you will get good contact information from a phone call to your dealership and over 60% of these customers will show up at your store with a 80% plus closing ratio.
     
  3. Convenience – we all pay more for convenience, we do business everyday based on what is most convenient for us. Make it more convenient for your prospect to buy from you. Deliver the car to their place of business let them drive it while you take their car and get the appraisal. I was doing this back in the 80’s and ironically I would sell at least 2 other cars to people in that office with in as many months after I did this for a prospect. My closing ratio…100%, I never lost a customer I delivered the car to.
     

Whether you are in the BDC or you are a salesperson on the floor you have to be able to communicate the value to the customer for giving their contact information, showing up at the store and buying from you. So you see it doesn’t matter if you have a BDC Department or Your sales staff handles the leads as they come in, they will all have to communicate value to get the customer.

The question is who do you want to train? That’s all.

So tell me, where am I missing this, if at all? What can we improve or add to TIME, INFORMATON & CONVIENENCE?

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Comment by Doug Davis on May 28, 2013 at 10:11am

Richard, when I was in a dealership, I literally could pick and chose my ISMs.  There was virtually no turnover in my department.  I paid my people extremely well.  I shared a room with my 12 ISMs.  I heard every phone call coming in and going out.  I saw every email. We closed 20% of the leads and maintained a nearly perfect CSI.  I did my own email campaigns.  When customers came in they dealt with the person they had been communicating with.  This department was responsible for 70% of the dealership sales.  

We could have used more long-term follow up.  I turned those leads to the floor which was far less talented.

Comment by Richard Robbins on May 28, 2013 at 9:39am

I am sure you have or considered installing your own BDC in your dealership, but let me show why you may want to reconsider…. I can use my 160 automotive industry trained reps and my company’s 20+ years’ experience OR you can hire, train, manage, fire, train, hire again…..you get my point right?! Here is a list of typical responsibilities of a BDC…

Now, let’s look at the typical tasks of a BDC:

• Handle incoming sales calls.

• Follow up with unsold showroom customers.

• Be responsible for equity and other promotional calls.

• Administer targeted e-mail campaigns and e-newsletters.

• Build fleet business.

• Handle lease returns and renewals, including all related phone, mail and e-mail communications.

• Handle Internet leads and appointment setting.

• Conduct parts and service retention marketing.

• Conduct internal CSI calls and e-mails.

• Resolve all parts and service-related issues within pre-determined parameters.

• Monitor and manage dealer reputation issues.

• Turn over deals that involve Internet customers.

• Provide updated market pricing data to management and staff.

Should I go on? Now, here are a couple of reasons a BDC fails:

• It wasn’t staffed correctly.

• Functions and desired outcomes were never properly defined.

• You deem the job as entry level, pay entry-level wages and hire entry-level talent.

• No one on the BDC staff is empowered.

• There is little to no investment in training.

• Success hinges on one or a few people.

 

Call me today to schedule a 20 minute presentation online to hear more!

 

Comment by Richard Robbins on May 28, 2013 at 9:36am

MasteCall from DMEAutomotive does many things including inbound and outbound call campaigns, but the first and arguably the most important benefit is its ability to capture every call 24/7/ 365 and it guarantees your customers will get the best service they deserve, which in turn gives you loyal customers that will look to spend money at your dealership first!

 

MasterCall, from DMEautomotive, is a complete set of inbound and outbound customer contact management solutions. From outbound CSI, unsold follow-up and first appointment call campaigns to complete inbound service appointment setting and backstop/overflow support. MasterCall features a flexible, scalable and affordable set of solutions that provides dealers with as much, or as little, service as they need to succeed.

Set more appointments. Drive more sales!

  • Inbound appointment setting.
  • Inbound overflow/backstop call handling.
  • Outbound sales & service calls.
  • Timely and accurate web-based reporting.
  • Innovative voice logging technology with real time call recordings.
  • Recorded calls available in real time for review.
  • Set more appointments and establish more hot leads.
  • …and so much more!

Using the most current technologies, our flexible inbound live answer process ensures that all incoming calls are answered 24/7. We drive business with outbound call campaigns using the best in class processes and technology to maximize contact rates.

All calls utilize interactive and reciprocal conversations, not impersonal scripts. Plus our continuous quality control management and voice logging technology means dealers can rest assured that all calls will be professional and courteous. We guarantee DNC call compliance and give access to real time reports and dashboard metrics via our Red Rocket Technologies Platform.

With over 15 years of experience and 100% of our call center’s business being automotive, we know how to talk to your customers.

Find the solution that works best for you! Call me today to schedule an online presentation!

http://www.dmeautomotive.com/mastercall

 

http://www.dmeautomotive.com/mastercall_solutions

 

 

 

Richard L. Robbins Jr.

Inside Sales Consultant-MasterCall

DMEautomotive

 

8505 BayCenter Road

Jacksonville, Florida 32256

Office: 904.416.1981 | cell: 443.460.8744 | fax: 904.416.1981

Richard.Robbins@dmeautomotive.com

Comment by Doug Davis on May 28, 2013 at 9:33am

Great article but it points to an issue that I have had a problem with:

So you see it doesn't matter if you have a BDC Department or Your sales staff handles the leads as they come in, they will all have to communicate value to get the customer.

When did "Business Development" take on the sales function?  When I have leads and phone calls coming in,
I want the most talented salespeople, preferably ISMs, handling them and not $10/hour phone people.  These calls and email leads are already business that was developed by Internet or eCommerce Directors.  BDC are to develop business from long term follow up.  I expect ISMs to be making 50+ phone calls per day on short term follow up and BDC agents to be making even more calls on long term follow-up.

Comment by Stan Sher on May 27, 2013 at 7:39pm

This is exactly why the philosophy of my company, Dealer eTraining is build the BDC as a Guest Relations Center.  It sounds nicer and the perception in the customer's eyes is very positive.  There are practices to put in place where the GRC will do all of the proper duties in a more welcoming manner.  It is about serving the customer.  This applies to all dealerships.

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