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by: Tom Mohr
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For a time, BDCs were the only way to solve a big problem.
Without a BDC, incoming leads languished in Internet Sales Manager (ISM) in-boxes
while ISM’s tended to other responsibilities (test-drives, in the Finance department,
with other customers that day, etc.). It just wasn’t possible to be on top rapid
lead responses and be responsive when customers came in for an appointment. Leads
inevitably went unanswered for too long.
With a BDC, a dealership could respond back to the customer quickly to set up an
appointment with a sales representative. Some BDC’s went so far as to give the customer
a quote. It was the best available way to ensure a quick, relevant response back
to the customer.
But the BDC structure came with problems:
- BDC reps often seemed to be better as appointment setters than appointment sellers.
- The call with the customer tended to be unfulfilling: the customer invariably sought
more information than the BDC rep could give.
- The BDC structure required a handoff. The customer, having built one relationship
at the dealership, now needed to start over with a new relationship.
- Staff turnover in BDC’s was a constant, expensive headache for the dealer.
- And the entire cost of seven-day a week, early morning through mid-evening coverage
often seemed to exceed its benefit.
The BDC structure certainly wasn’t perfect, but it did increase the speed of initial
response. A foot was in the door.
Today, the BDC/no BDC decision is tougher. With ResponseLogix, a dealer ensures
that he or she:
- Is first to respond to the customer with an accurate price quote, without needing
a BDC, 100% of the time.
- Has the best quality response (email includes a handful of both new and used vehicles
surrounding the customer’s request, each with a price quote, presented in a brand-enhancing
e-mail template) 100% of the time.
- Provides unparalleled customized follow-up if the customer doesn’t buy right away,
100% of the time.
- Can track all phone and e-mail communications between the sales executive and customer,
along with sales performance, so best practice behaviors can be identified and taught
– 100% of the time.
Can BDC’s still make sense? Maybe. Some dealerships want showroom reps to handle
Internet customers, and then a BDC can still set appointments. But with ResponseLogix,
much of the reason for a BDC has been less expensively addressed.
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