With a staggering increase in Americans using the internet as their first step in their hunt for a new vehicle, BDCs are proving to be an effective way for dealerships to leverage internet leads to drive revenue. However, many dealerships struggle to effectively utilize a BDC properly and make it profitable.
On today’s episode of CBT Now, Sean and Karen Bradley, president and CEO of Dealer Synergy, share how dealerships can build and maintain an effective and properly functioning BDC to leverage digital traffic and boost conversion.
Dealer Synergy has a proven track record of helping thousands of clients build successful BDCs, generating over $1.5B in additional revenue. Their effective Automotive Business Development (BDC) program helped a client in Dillsburg, PA, increase its average monthly internet purchases from 75 units to 356 units.
Despite BDC’s potential to powerfully impact revenue, it often has a negative reputation and is met with team resistance. Sean and Karen recommend adopting a hybrid approach where salespeople and BDC representatives work interdependently, and all associates receive both BDC training and traditional showroom training. This approach creates well-rounded teams, builds more respect between the two departments, and promotes a pro-BDC culture.
Building and embracing BDC will allow dealerships to thrive in the ever-evolving digital marketplace. By merging the strengths of showroom personnel and BDC representatives, dealerships can cultivate a unified, efficient team that maximizes internet leads, drives significant revenue growth, and elevates client experience and satisfaction.
“There’s nothing more profound than the internet and BDC. 99% of Americans go online before stepping into a dealership, and 90% of all transactions start on search. That tells me that internet and phones are the preeminent category.” – Sean Bradley
