You have the latest tools, gadgets, and gizmos in play and your digital strategy is on fire. That means that you BDC should be able to increase their closing percentage, right?
An increase in budget only means that you spent more money and not necessarily and increase in units sold. If the average dealer gets 3% conversion on traffic from 4,000 unique visitors that is 120 form leads per month. Where do the other submission come from? Most dealer spend a lot on third party leads then they need to only because they lose sight of the customer. Who is still in market? Most BDC's do not see how many repeat visits consumers have, or if the consumer has changed their minds about the vehicle interest. Dealers today need to know their recapture rate percentage. The recapture rate is the percentage of leads recaptured from the total submitted over the month. For example, if 500 leads were submitted for the month and 150 were recaptured in the CRM then you have a 30% recapture rate.
In my opinion BDC's and Sales need to know what the customers are shopping for. Also having data about Price Points and Vehicle interest is critical in creating a targeted pith. If your team is relying on a form fill that is 30 days old, then they are looking at an incomplete picture.
Digital is required no doubt but having the tools for your team to quickly set the appointment, thus increasing the show to help deliver the close is where the greatest increase in sales volume will come from. Furthermore, focusing on consumers who really want " your car " will help to retain gross.
Dealers spend so much on training but teams lack on specifically how to properly see the data. The end results are a constant pursuit of 90 days leads in the CRM with 95% of the consumers not wanting to answer the phone or are not in market.
Data is everywhere but how we use it is the difference. Its Money Ball time and Dealers need to be smart about which customer they focus their attention towards. Learn what your recapture rate is and increase the Appointments before you increase the Close.