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From: Jared Hamilton
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Bryant Gibby

Bryant Gibby Used car manager

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How to get our guys to want to go to the BDC?

     We have had an eternal struggle at our dealership with getting sales guys to attend the BDC on a regular basis. I'm sure most dealers have had similar difficulties convincing their salespeople to leave the floor for an hour every day and go to the BDC. We have a few guys that see the vision and have bought in to the benefits of their efforts in the BDC. The problem is trying to get all of our salespeople to buy in so we don't feel like we are forcing them to go up.

 

    I feel like we have tried just about everything to get them to cooperate. We have tried: letting them make their own schedule, trying to show them success stories because of hard work in the BDC, reminding them constantly, negative reinforcement if they fail to go up at least 75% of the time, and positive reinforcement by spiffing them for just showing up. Nothing has seemed to work over the long term. It sucks that you have to spiff them to do their job, that doesn't seem right to me!

 

     Anyway, I know there are many dealers out there that have very successful BDC departments and I want to know what the secret is. I know how important it is to have a scheduled time dedicated to both sold and unsold follow up. Are my guys just lazy? Should I give them the boot and start with a clean slate? Let me know what you guys have done that works.

Chris Costner
Bryant thanks for sharing your concerns. I haven't been involved with an open BDC since 2000 when I was first introduced to a BDC as a salesperson. At that time, we were required to attend a 90-minute shift a day. We also were required to set a minimum amount of appointments during the week before we could be on the floor come Saturday morning. It did take some time to "buy in" to the BDC then but after having appointments show and purchase, it didn't take long to convince me. I run a BDC/Internet department now where I have a dedicated staff. Appointments are set and for the most part, sales agent who greeted the client usually works the deal once everyone is introduced. By that I mean when client arrives, a big deal is made they are in your showroom. At that, a sales manager is brought out and introduced as well. I find this introduction very important because the client now knows who all is involved with their shopping / purchasing experience. I am not sure why your sales staff is so reluctant to use the BDC. You and I both know it is only more opportunity for them. Fresh floor traffic is a thing of the past. Almost all or your prospective purchasers are starting at home. Our sales staff is constantly involved and asking questions and the BDC departments in turn keep them involved as well. Regardless of the reason in your store, my opinion would be to staff your BDC/Internet department full time with a dedicated staff. If interested in discussing further don’t hesitate to get in touch.
Keith Shetterly
Christopher, that "soft turn" from a dedicated BDC is EXACTLY where most dealerships fail on that type of BDC. An appointment customer who is met by a "manager" who makes them feel welcome and after a few moments executes a turn to a salesperson sell several times over a regular appointment. Bryant, for the "open" BDC salesperson-manned idea, and the frustration, we need to realize why we can't even get phone calls sent to the floor answered correctly: We hire people to do a job, but they *do* the job we PAY them to do. Your first effort, if you don't do it already, is to listen to your sales calls to that BDC. You'll find, I wager, that most are not handled as you'd like--get THAT part right, and there's the money for your store, BDC or not. Thanks!

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