The Business Development Center (BDC) is the central nervous system of many auto dealerships. It’s the hub that makes things happen and the lifeblood that keeps customers returning.
That’s why BDCs need to be effective, efficient, and organized. It would also be good if the BDC crew spent time on the sales and service floor to see how vital the BDC relationship is to other departments. So here are some tasks that a strong BDC should be doing daily – and some that it definitely shouldn’t.
BDC DO: Make sure all leads are followed up on promptly
This one seems obvious, but you’d be surprised how many BDCs let leads fall through the cracks. Every lead is an opportunity, so make sure each one is followed up promptly.
Set up a system for tracking leads and ensuring everyone in the BDC is on the same page. That way, no lead will fall through the cracks, and you’ll see which ones are hot and cold.
At this point, some BDCs will choose to transfer the interaction responsibility to the salesperson but continue to keep control of the frequency and information. How your BDC works will be dependent on the strength of your team.
Remember that the BDC receives, processes, verifies, and distributes inbound calls. How this first point of contact goes is essential, but it’s up to the sales floor to eventually close the sale. Regardless, setting up the following process will keep everyone on track.
BDC DON’T: Call leads without doing your research first
When you follow up with a lead, don’t just jump on the phone and start asking questions. Instead, try to do your research first so you can tailor your call to their specific needs.
Look at their contact information, previous interactions with the dealership, and anything else you can find out about them before making the call. The more you know, the better equipped you’ll be to sell them at your dealership.
BDC DO: Send timely follow-up emails
Once you’ve contacted a lead, staying in touch is crucial. Send follow-up emails after every phone call or meeting, and make sure they’re tailored to the individual.
A generic “Thanks for coming in!” email will get deleted. But an email specific to their needs and showing that you’re paying attention will make them feel valued and appreciated – two things essential for keeping customers happy.
BDC DON’T: Spam your leads with irrelevant emails
On the flip side, don’t bombard your leads with irrelevant emails to stay in touch. If you’re constantly sending them emails that have nothing to do with their interests, they’ll tune you out.
Make sure every email you send has a purpose. Each should be carefully crafted to keep the customer engaged and interested in your dealership, whether inviting the prospect to an event or sharing a special offer.
BDC DO: Keep track of customer interactions
Knowledge has always been power. So, the more you know about your customers, the better equipped you’ll be to sell them your products and services. And make sure you treat the customer as an individual, not a group.
That’s why keeping track of all customer interactions is essential. Make a note of every phone call, email, and meeting, and keep track of what was discussed. That way, you’ll always be up to date on their needs and wants.
BDC DON’T: Let customer interactions fall through the cracks
Keeping track of customer interactions is one thing but following up on them is another. Unfortunately, too often, BDCs let follow-ups fall through the cracks, leading to frustrated customers and lost sales.
Don’t let that happen. Make sure every customer interaction is followed up on promptly. Whether it’s a phone call or an email, make sure you’re staying on top of things to provide the best possible service.
The Bottom Line for BDCs
A strong BDC is essential for any successful dealership. Doing their homework, staying organized, and following up with leads can keep the sales pipeline full and customers coming back for more.
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