Is Your Dealership BDC Really Working For You?

For the first time in automotive history, buying a car online is normal. From start to finish, customers can browse, accessorize, and checkout from the couch. 

Today, the business development center (BDC) is the most critical part of the sales process. 

A properly functioning automotive BDC tees up the sale and follows up with service. Since service is our powerhouse, the dealership BDC bringing customers back into the service lane can make or break your bottom line. Is your process working for you? 

6 Ways to Make Your BDC Department Successful

Make sure your dealership's BDC is as effective as possible in every aspect. By using the right tools and these six tips for BDC training, you’ll set your store up for success. 

#1 Lead Response Strategy

Statistics show that the faster you respond to your leads, the further you can move them down your sales funnel. Today leads need to be answered within five minutes—with a full five minutes being the maximum length of time. That’s pretty demanding!

You also have some after-hours leads to consider. With a strategy, leads can avoid slipping through the cracks or being left waiting for too long. Develop a team strategy to respond effectively and efficiently. Then, start analyzing your lead sources and CRM to ensure you have the best option for your dealership.

#2 Ongoing Training

Regular training is the best practice for every department in your store. Members of the automotive BDC team need to be acclimated to everything your digital retailer has to offer. 

Fully utilizing the tools you pay for will maximize your effectiveness. Additionally, dealership BDC team members should be savvy with social media, continually improve their response time, and participate in regular sales training. The rapport-building stage starts with management, making BDC training of high importance. 

#3 Utilize Video

Depending on your dealership, the level of sales support between BDC and the end salesperson may vary. Find the balance that works for you to utilize video communication with your customer. 

Whether it’s a member of the BDC or the salesperson themselves, make a more personal connection with your customers using a smartphone. A 30-second video to say hello, and hit some highlights on the vehicle of interest will go a long way with a customer you’re trying to connect with online. 

BDC training should include how to create a walkaround video for a customer. The BDC staff may set a reminder or pre-appointment for the salesperson, which prompts them to send a video before the customer arrives. Find the process that works for you, and by all means, incorporate a video. 

#4 Don’t Chase Rabbits

The mark of a seasoned Business Development Center knows when to let a lead go. Take inventory of your current lead sources. Cut that channel off and clear clutter. Only solid leads are worth the investment of time and resources. 

Add knowing when to walk away into your ongoing BDC training, and create a strategy for each touchpoint—including the proper time to deem the lead unqualified. The sales process is a fine line between quality and quantity, with the automotive BDC as the first line of defense. 

#5 All Customers Are Equal

Today, dealerships get more phone calls and internet leads than ever before. Think about it. There was an entire year where people were scarcely walking through your doors. An effective BDC will learn to approach every customer the same way. Whether it’s live chat, email, phone call, or social media inquiry, make sure your BDC members follow clear steps to move customers along. That includes answering questions, building rapport, qualifying, selling the vehicle, and accessorizing. 

#6 Set Up For Success

General managers can’t expect efficiency from their team without the proper resources. 

Dealerships need excellent digital retailing platforms that allow for an entire sale, including accessories. The right digital retailer will allow for easy and accurate accessory sales to your online customers, whether it’s to entice them into the store or sell the vehicle from start to finish. Though accessories have been a multi-billion dollar industry long before the pandemic, they’ve become an even more important part of the sale during the chip shortage. 

Your BDC staff must be able to accessorize vehicles with online customers to get them a car they’ll like when the one they want might not be an option. 

Insignia Group Can Help

The Business Development Center should enhance customer retention, deliver consistent follow-up, and improve customer engagement. The Insignia Group Accessory Sales System can aid your BDC with lead generation for sales and service through your digital retailer. 

Insignia Group is the leading provider of digital accessory-selling systems nationwide. We integrate with your digital retailer to provide a seamless vehicle personalization experience for your customer no matter where they shop. 

Utilizing our best practice tips, your dealership can create a profit powerhouse in the showroom. Our customer care team can get your BDC where you want it to be. 

Do your dealership a favor, and don’t shortchange yourself by losing focus on the Business Development Center. 

If your BDC isn’t working, contact us to see how we can help your process.