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Aimi Gundersen

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The 8 Things You Need To Know About Training a BDC

Is the Customer Experience important to your dealership? Just listen to a webinar, pick up a magazine, or look online and you will see the conversation revolving around how to create this experience, which will ultimately lead to higher loyalty and customer satisfaction.


We talk about this because it is important. It is important to dealerships. It is important to your bottom line.

And it should be important to you.

However, not every sales person in you dealership has the skills necessary to provide a good customer experience. Look at your latest mystery shop. You could be ROCKING your online and digital portion, but once the mystery shop comes to your store, you could plummet. 

That is because we have relied so heavily on our digital that we forget the most important commodity we have--our people.

There are 8 things that REALLY affect the way your team performs. And they  revolve around putting the right training in place.


Training your employees is outdated. Employees don’t have the longevity they once had--it is a waste of time.


Training is needed more than ever. Employees who are not adequately trained are 70% more likely to leave a position within a year. ( The costs incurred from turnover alone is staggering. And then trying to find qualified replacements is even harder.

Training has proven to be a critical component of a dealership. And it must be done well. It cannot be relegated to a one and done mentality. It is a process that takes a little time and repetition. So, on that note, let’s take a few weeks to de9766dd5f2a17786bd91bdc8e88e2ae.png?t=1really dive into the 8 things you MUST do to have a successful, productive, customer centric dealership.

#1: Time

This is a commodity that we do not have a lot of and cannot manufacture. It is the one thing that can run through our fingers without us even realizing it.

Training takes time.

That is a fact that cannot be ignored.

And for sales, this is time off the phones. Time off the floor. Time away from the next up that walks in.

This can be intimidating--especially when your commission relies on interacting with people.

Here's the thing, though. If your team (or even the one or two) does not have the skills necessary to talk with customers in any form (email, face to face, text), then you are hurting yourself and your dealership.

The time it takes to train a sales team (whether it is brick and mortar training, online, or blended) is time that you are investing in your team and in your future. Without this investment, most will never get better, turnover will be high, and you will live in a cycle of frustration.


Evaluate your team and really dive into the numbers.

  • What are the percentages of appointments set? How about appointments kept?
  • What is your close ratio? It is better than last month or the month before?
  • How are your response times?
  • What do your mystery shops look like?

If there are areas which really need improvement, that is where your training should focus. You must be conscious of time, which is why you prioritize and find the areas where training is most needed.

If you think you do not have time to train your team (or have someone train them), I would have you look back at your numbers. I am sure you don’t have time NOT to train.

Next Week:

We will look at the tools your team may need to be successful as well as how to put the right people in the right position. Success doesn't just happen. It is planned and calculated. If you have people in the wrong positions in your dealership, you could be stalling or ruining your success.

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