Guest post by Mike Keesee
With the right phone process and practices the BDC is your #1 weapon.
When I first took on my position as the Business Development Center (BDC) Manager at my dealership, one of my goals was to develop this stellar, non stoppable phone script that no customer could ever object to. My eyes were quickly opened when I found myself modifying script after script and re-training my BDC Representatives through every change.
Sounding like a stereotypical car dealer is hard to overcome. Consumers have a perception of “car salesmen” already. The best practices for a BDC department are, roll-playing and defining skills. Fact is the more you practice these skills and overcoming objections the more confident BDC representatives become.
A Business Development Center should be able to adapt and make people feel comfortable, at ease and excited to do business with the dealer. At the frustration of not wanting to sound robotic consider (Human Instinct). Often the script would cause conversations that almost feel confrontational with the customer. It leads to an appointment that have NO intention of showing up. They tend to agree to avoid resistance.
There have been other BDC Departments that praise scripts. I’m not saying to scratch the whole method to script. I am simply suggesting changing the process. BDC representatives should use a guide and fine tune their skills. Focus on transition phrases. “It really depends” and “By the way” are a few that I practice. For example if the customer asks “How much would I need for a down payment?” I would simply reply:
“It really depends on other factors such as which financing options you choose and if the terms meet your budget. We will do our best to ensure that you get the lowest down payment that we can offer”.
Also focus on obtaining the customers contact information and making them feel comfortable with directions to the dealership. Your goal is to always make an appointment that will show up. Another tip that I have found is before ending the call simply tell the customer that
“as a courtesy, we will call you to remind you of your appointment.”
You will be surprised in your show ratios.
Effective communication weather you are taking an inbound or making an outbound sales call is the key to any successful BDC department. The more you roll-play and train your BDC representatives the easier they feel on the call. Let their personalities shine through; it will change the perception of your dealership as being “typical”. With the right process and practices the BDC process is your #1 weapon.
About the Arthor: Mike Keesee is the BDC Manager &
Internet Manager for Little Joe’s Autos