How one Texas car dealership took its closing rate from 5% to 12%

On the latest episode of Straight to the Point, automotive retail and marketing expert Frank J. Lopes is joined by Josh Mitchell, internet sales director of Capitol Chevrolet. Capitol Chevrolet is the number one Chevy dealer in Texas, and is one of the top five Chevy dealerships nationwide. Mitchell is also the creator of BDC Raw and host of the Auto Disruptor podcast.

At Capitol Chevrolet, Mitchell says that having both an internet sales team and a BDC team is the best-case scenario. When a BDC rep is occupied with passing along a deal to the salesperson, the internet sales team is right there to cover incoming leads. Vice versa, when the internet sales team is bombarded with an influx of online leads, the BDC team steps in for assistance. Before Mitchell came aboard at Capitol, the dealership’s closing rate was around 5%, now they sit at 12 -13%.

It’s no secret that the industry as a whole is facing inventory challenges. Inevitably, consumers will inquire about specific types of vehicles that the dealer doesn’t have on hand at that time. In Mitchell’s opinion, consumers are largely aware of the ongoing shortages. So, it really comes down to fully understanding the customer’s needs and wants, and then finding a vehicle that meets that criteria as closely as possible.

“The true sales professional is going to shine in these moments,” says Mitchell. “They’re the ones doing actual lot walks and looking around the lot, seeing what we have, seeing what’s coming.”

Motivation is also key to creating successful BDC and internet sales departments. Mitchell explains that he spends a lot of time with his employees and he understands what each one of their motivations is unique. Having daily talks with his employees to find out where they are coming and what their goals are is essential.

To hear even more tips from Josh Mitchell, be sure to watch our entire interview above.

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