We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
I know the title of the blog is aggressive, let me explain.
I'm a firm believer that BDC's are formed by the shortcomings of your management staff. It may not be your current management staff, but at some point, somewhere, your managers failed to motivate your sales people. This lack of motivation is now costing your dealership a tremendous amount of money. In essence you're paying people who aren't sales professionals $30-$50k a year to do a job that your sales people should be doing themselves.
Ask yourself, would you rather have your sales professionals selling your customers or a younger or less experienced beginner do it for you? Note your sales people are fully capable of doing this job, we just don't require them to do so. How are sales people winning this split decision? When did it become the job of inexperienced people to sell the appointment or even the car over the phone, for sales people that are just lazy or unwilling to put the effort in?
Some may argue the fact that their BDC people are the best or very good. All the power to those people but ask yourself this. Are your successful BDC people making what your successful sales people are making? Chances are they aren’t. The successful BDC people end up on the floor because they become professionals at selling. Not to mention, they know, clear as day, they can make more money selling cars rather than appointments. At that point you’re left with the cream of the crop on your floor and the inexperience or less proficient people running your day to day in the BDC. How does this make any sense?
I suggest you go back and look at your numbers. Once you’ve got a firm understanding, subtract what your BDC costs you in training, retention, turn over and other associated costs. Now ask yourself if that large sum of money would be better spent elsewhere rather than on inexperienced people selling appointments. The answer is simple, your sales people can do this. You can make it happen. Here’s how…
Create a hybrid internet sales team. This team will be comprised of your best digitally experienced sales people that are willing to take your internet leads from cradle to grave. Create a effective sales process that will respect the day to day duties of the sales person but also give your customers the time and dedication they deserve. Give that team ALL of the internet leads that come into the store. If your sales process is sufficient, the hybrid reps will start selling a lot of cars. Word will spread throughout the sales staff in your dealership. People are going to ask to be on the team or complain about certain sales people getting all the leads. This is called “building value” in a program. You’ve effectively turned a lazy or unwilling sales person into an employee asking to work. As the success of your program builds, so will the amount of sales people that want to be part of it.
In closing you will save a huge amount of money by eliminating your BDC and have a culture of professionalism and hard work back into your dealership. Sure there are a few more supports that have to be put into place like an internet manager that will ensure proper follow up and help with qualifying/handing out leads.
Have questions or comments? I'd be more than happy to help! You can contact me at firstname.lastname@example.org or you can follow me on Twitter @ https://twitter.com/CRMSensei
LinkedIn - http://www.linkedin.com/pub/chris-hill/66/433/3ba/