How to Get the Most From Your Automotive BDC
A business development center, or BDC, is one surefire way to get a conversation started in a group of automotive sales professionals. Some think BDCs are crucial for a business to succeed. Others hate them. Still others think they’re a good idea in theory but incredibly difficult to pull off. What is a BDC exactly and what needs to happen in order for it to be successful?
What is a BDC?
Simply put, a BDC is a separate department within an automotive dealership that has two main responsibilities:
- Making outbound calls to bring in new leads.
- Manage inbound calls from new leads to set up sales appointments.
Basically, they’re the telemarketers of the dealership.
The reason some professionals believe it’s a smart idea to have a BDC is that although automotive salespeople are excellent at communicating in person, communicating over the phone is an entirely different beast. Plus, the job responsibilities are vastly different.
Thus, they employ professionals who focus solely on telemarketing, give them the proper scripts to work off of, and then keep their fingers crossed that the BDC translates to significant added revenue.
BDCs can work, and some dealerships will swear by them. However, over the last couple of decades, others have invested a great deal of money in BDCs — sometimes hundreds of thousands of dollars — and seen little to no return on their investment. What’s the secret, then? What should a BDC do — and what should it avoid — in order for it to produce the desired results?
How a BDC Should Work
For your automotive BDC to be successful, there are a few key points you should keep in mind.
1. Focus on Scheduling Appointments, Not Selling Automobiles
It’s imperative your automotive BDC knows exactly what the goal is: to bring people in the door. While ultimately, the idea is to sell more cars as a result of the new leads, selling is the job of the salespeople. The BDC’s responsibility is to bring in warm leads.
Thus, when these people are communicating with potential shoppers over the phone, the conversation should focus on that individual’s goals, needs, and desires. You’re not trying to sell a car. You’re trying to sell an appointment.