Sean V. Bradley,CEO of Dealer Synergy wrote an article for Auto Success Magazine about Why BDC's fail. A BDC can handle unsold showroom traffic, data mining, campaign management, equity mining, expiring warranties, aftermarket products, special finance, Internet sales, phone sales, cross promotional marketing, fleet, etc. One of the main reasons that BDC doesn't work is because most dealerships put untrained people together to do everything. Your Internet department should not be a big cluster of people doing a bunch of different things. You should scale into the BDC, and start with the biggest opportunity to be successful. The best thing for you to do is to start with the Internet because 92-99% of Americans go online before stepping into a dealership.
Your Internet department should be your anchor. Secondly, the Internet is predominately a phone sale. Email sells the phone, phone sells the appointment, and the appointment builds the relationship, product, presentation, demo, drive, and delivery. Your Internet department should be trained in the Inbound and Outbound phone call process, Qualifications, Objections and Rebuttals. If they are trained in these fields, they should be able to take inbound phone ups as well. So, the anchor of a BDC should start with Internet leads and inbound phone ups. After, you could increase to the next module. Depending on what your goals are, will dictate what module you implement next. Stop playing checkers with your BDC, and start playing chess.
If you like Make Money Mondays, you will love Bradley On Demand: http://www.BradleyOnDemand.com
For more information about Dealer Synergy visit, http://www.DealerSynergy.com
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