Internet Manager or BDC dept (manager)
We currently have one person dedicated as our "Internet Mgr" who does all leg work for inventory mangement on our website and several others. Photo's, downloads, descriptions, etc. All internet posts request that they contact him specifically.
He happens to be our top salesperson and many would say "of course" since he gets all (most) of the internet leads. He, however, is also our hardest worker and puts in a full days work every day compared to most of the half hearted others that we employ.
Do you think a "BDC" dept is the way to go for managing the internet presence that would hand out the leads to all, or is a dedicated Internet Mgr, who manages and sells the leads himself the way to go?
I'd love some opinions or to hear how you handle the situation.
thanks in advance
Joe Papa
Browns Ford of Johnstown
Replies to This Discussion
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Permalink Reply by Stan Sher on
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My favorite topic. A few years ago being a one man show was easier to do. However, a BDC is important now. He has too much on his plate. I bet that if a properly trained BDC was setup, the store can maximize profit opportunities. If you have a team that consist of a few people you have the availability to have a stronger follow up process. This in turn allows your department to get in touch with more people. This alone will automatically increase shows and solds. There are other benefits. The store will be able to generate more leads and focus on marketing tactics that it cannot do now. The BDC Manager can then focus on digital marketing as well as lead a solid team. The BDC is the lifeline of a dealership. Your customers are on the internet and the phone. If you cannot be on the phone 100% of the time, your dealership is missing out on opportunities. Another BDC benefit is that you can start to focus on customer retention which will also increase sales business. The days of a one man internet manager are long gone. It is time to step and make things happen.
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Permalink Reply by David T. Gould on
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Joe,
To me, it is all about the numbers... how many leads, how many vehicles posted, how many appointments set, show, and sold... If your dealership is small your internet sales are going to require a different solution than a dealership that generates high volumes of ANY category listed above.
Your current man should be rewarded with the lions share of the leads (sales) as long as he performs all that extra work... First area I would concentrate on would be getting the mechanics (photos, downloads ect...) partially or fully completed by someone other than your #1 salesman... let him sell (maybe assist / direct). Second area I would look into would be lost sales opportunities... how many vehicles should be sold based on the current activity.
Good Selling,
DTG
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Permalink Reply by Joe Papa on
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Thanks for your input Stan!
Stan Sher said:My favorite topic. A few years ago being a one man show was easier to do. However, a BDC is important now. He has too much on his plate. I bet that if a properly trained BDC was setup, the store can maximize profit opportunities. If you have a team that consist of a few people you have the availability to have a stronger follow up process. This in turn allows your department to get in touch with more people. This alone will automatically increase shows and solds. There are other benefits. The store will be able to generate more leads and focus on marketing tactics that it cannot do now. The BDC Manager can then focus on digital marketing as well as lead a solid team. The BDC is the lifeline of a dealership. Your customers are on the internet and the phone. If you cannot be on the phone 100% of the time, your dealership is missing out on opportunities. Another BDC benefit is that you can start to focus on customer retention which will also increase sales business. The days of a one man internet manager are long gone. It is time to step and make things happen.
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Thanks for your input David!
David T. Gould said:Joe,
To me, it is all about the numbers... how many leads, how many vehicles posted, how many appointments set, show, and sold... If your dealership is small your internet sales are going to require a different solution than a dealership that generates high volumes of ANY category listed above.
Your current man should be rewarded with the lions share of the leads (sales) as long as he performs all that extra work... First area I would concentrate on would be getting the mechanics (photos, downloads ect...) partially or fully completed by someone other than your #1 salesman... let him sell (maybe assist / direct). Second area I would look into would be lost sales opportunities... how many vehicles should be sold based on the current activity.
Good Selling,
DTG
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Permalink Reply by TAMMY HUANG on
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The internet leads company we use is a lot of special finance. These people have no money for down payment. Thats one challenge when I get then in here but I average 18 appt a week, I want to average 5-8 appt a week. What do I tell them to come in? How do I get them in?
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Permalink Reply by Bob Gaber on
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First question: How good is the person doing the job? BDC BUSINESS DEVELOPMENT! Lease retention, follow ups (that means all follow ups) phone sales calls, internet leads, internal marketing (it measns being creative) Managing a staff and training them properly... And that is just for starters.
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Nice. There are so many aspects of a BDC that being a one man department actually is missing the boat. Two many thing are missing. When you have multiple people making 100-150 calls per day each the results are there.
Bob Gaber said:
First question: How good is the person doing the job? BDC BUSINESS DEVELOPMENT! Lease retention, follow ups (that means all follow ups) phone sales calls, internet leads, internal marketing (it measns being creative) Managing a staff and training them properly... And that is just for starters.
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