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Day 2
- 2. People
- 3. BDC Manager •Same Level as Other Managers –Recruit / Train Staff –Manage Data / Technology –Generate Reports –Campaign Management –Monitor Calls –Track Metrics
- 4. BDC Manager Skill Set •Strong Management Skills •Strong People Skills •Internet and Software Savvy •Process Driven •Sales Experience Not Necessary
- 5. BDC Manager
- 7. BDC Staff • “Sell” Sales and Service Appointments • Inbound / Outbound Calls • Respond to Internet Leads • Collect Customer Data • Prepare Appointment Information • Generate Mail Campaigns • Long-Term Follow-Up
- 8. BDC Staff Skill Set •Outgoing Personality •Competitive Drive •Phone Skills •Internet & Computer Skills •Understanding of Dealership Operations
- 9. Pay Plans
- 10. BDC Pay Plans •Salary Plus Bonus Based On: – Appointments Made – Appointments Kept – Vehicles Sold – ViewPoint Scores •“Pooled” Incentives to Reward Entire BDC Team
- 11. Pay Plan (video)
- 13. BDC Infrastructure Requirements •Dedicated Area •Cubicles, Desks, Chairs •Office Equipment •Phone System – Connected to Switchboard – Hands-Free Headsets – Software Solutions •Call Monitoring •Playback •Caller ID •Predictive Calling
- 15. BDC Computers •Any Up-to-Date PC – Windows XP Platform •Must be Networked •High-Speed Internet Access No Special or Unique Equipment
- 16. BDC Software •Data is the Lifeblood of a BDC •Integration •Workarounds •Examples-Resource Guide Don’t Wait!
- 18. Dennis Snyder General Manager Richardson Ford Albuquerque, NM Gary Montoya BDC Manager Richardson Ford Albuquerque, NM
- 20. Breakouts Group Room 1 Batik A 2 Batik B 3 Cardinal A 4 Cardinal B 5 Edelweiss 6 Fleur-De-Lis A 7 Fleur-De-Lis B 8 Obelisk A 9 Obelisk B 10 Rosetta
- 24. Q&A
- 26. BDC Next Steps
- 27. Training & Assistance Program •In-Dealership Launch Training (Reynolds Consulting) –12 Days of Launch Support Over 90-Day Period •3 Days Assessment •5 Days Launch Training •2 Days Post-Launch Support •2 Days Post-Launch Support & Certification •Total Cost - $20,000 –Ford Pays 50%, Dealer Pays 50% or $10,000 –First 200 Certified Get $5,000 Rebate Net Dealer Cost - $5,000
Editor's Notes
- HARRY COHEN: Welcome back … Let’s spend a few minutes debriefing yesterday’s final breakout. Introduce Leo Hillock for comments
- HARRY COHEN: Our objective today is to build on everything we covered yesterday and get into some of the personnel and infrastructure requirements of a BDC. These are two big topics, and all we can hope to do in such a short time is get you pointed in the right direction. As many of you have already observed, there is a risk to adding a lot of cost to your operation on behalf of a BDC before it really begins to pay off. And you’ve already got a major investment in your facilities, people, and software. This is another reason successful BDC dealers caution to start modestly … get one part of the system working well before moving on to the next. As many of the dealers you heard from yesterday live and on video demonstrated, the important thing is to get started somewhere and build from there. This does not have to add a lot of cost to your operation. And as you’ll see later on, Ford is prepared to help you in a number of important ways. So let’s get started. Here again is Debi Bruchwalski.
- DEBI BRUCHWALSKI: Thanks, Harry.. Let’s start with people.
- RUN PERSONNEL VIDEO
- RUN PAY PLAN VIDEO
- BRIAN: BUILD BULLETS: SUBS TO COME UP WITH MAIN BULLET BUILD ALL OF DEBI’S BULLETS IN THIS MANNER
- RUN: INFRASTRUCTURE/SOFTWARE VIDEO
- HARRY COHEN: Thanks, Debi.
- Introduce Dennis Snyder and Gary Montoya
- HARRY COHEN: Thank, Dennis and Gary.
- As I mentioned up front, we’ve covered a lot of material in a short period of time. But now you’ll have an opportunity to explore infrastructure and personnel issues on your own in a breakout session. Afterward, we’ll reconvene again back here for another debrief, so you’ll also have a chance to hear what was discussed in the other rooms.
- HARRY COHEN: Debrief Breakout Most important feature of the BDC is capturing data and improving information flow. But … YOU decide where to start YOU decide the amount of investment necessary YOU decide who does it all and how Clearly, the dedication of the dealer is critical … and your commitment to a BDC may make all the difference, as this final video clip demonstrates.
- RUN: DEALER COMMITMENT VIDEO NOTE: During video, dealer panelists make their way to the stage.
- HARRY COHEN: Clearly, it all starts with your commitment. For more perspective on that – or any other issued you’d like to talk about – we’ve invited all of our dealer participants on stage to form a panel with Debi Bruchwalski.
- CONDUCT PANEL Q&A
- HARRY COHEN: That was an outstanding discussion, and we heard a lot of great BDC launch ideas. I’d like to thank our panel and invite Chuck Sullivan back up for some comments about next steps.
- CHUCK SULLIVAN: Thanks Harry, Let’s take a few minutes to talk about next steps and what Ford is going to do to help provide the assistance that you may need. First it is important that you know our plan is to be able to provide you with as much help as you want and need. As you can see form this seminar, we believe in BDCs so much that we’re putting a lot of resources behind this approach. Generally, we think that there will be three levels of response: Some dealers will want to think about what they have heard and not take any action right away. A second group of dealers may want to try to take what they have learned and try to develop a BDC on their own, or improve a few things in their existing BDC Finally, the third group of dealers will want additional help. To help this group get started, we have developed an extensive in-dealership training and assistance program.
- The program details are in your binder on page___. It includes 12 days of In-Dealership Launch and Maintenance Training (Reynolds) Engaged the best experts in business (best practices, etc.) We’re hiring them to help YOU 12 training days over 90-day period - 3 days assessment - 5 days launch training - 2 days post launch support 2 days post launch support and certification Total costs for 12 days of in-dealership assistance is $20,000. For those dealers who sign up, and are accepted, Ford pays 50% or $10,000 right off the bat, reducing your cost to $10,000. As an additional benefit, the first 200 dealers who are certified for Internet, Phone and Trade Cycle Management get an additional $5,000 rebate. Their total cost is reduced to only $5,000!!
- I have got to tell you that we are making a gigantic investment. Why are we doing this? Because we believe in it. To get this program approved, I had to go in front of the Revenue Management Committee and sell it on the basis of the ROI – that it will help you sell more cars. Even with a great ROI, I was only able to get enough funding for 200 dealers through 2004. So, if you are interested, I urge you to complete the sing-up sheets on page ____ right now. We have a table outside to collect your completed enrollments. Now to wrap things up , here are some final thoughts from Cisco Codina.
- CISCO CODINA: Thank youI want to thank all of you who took the time to come to Dallas to learn more about BDCs . . .Especially our participating dealers, who continue to be a tremendous source of information for all of us (applause). It’s all about measurement At its core, BDCs are really all about measurement: if you can’t measure, you don’t know. If you don’t know, you can’t do anything about it. BDCs help you measure everything that’s going on with your customers and your staff.
- Ford Dealers Can Lead Because it is a measurable function, I believe the BDC is analogous to other significant advancements in automotive retailing in the past twenty years: - Twenty years ago, it was F&I. - Ten years ago it was RCL - Five years ago it was the Internet Ford dealers led in all those efforts, and achieved greater competitiveness in the process. The market provided the opportunity … Ford provided the tools and the training … and you ran with them. Today, none of us can imagine doing business without those tools. BDCs will get you the same type of results that RCL did if you get behind it, and for the same reasons: with RCL, you knew exactly who was coming in for renewal, and it’s the same for a BDC. It’s just that you probably used a chalkboard to list the RCL appointments, and with a BDC you’ll use a computer screen. It’s our job to bring you new ideas … and your job to lead with it. With BDCs, we’re on the verge of something new and different, and as we’ve seen here in Dallas, a BDC can give you a tremendous competitive edge in your market.
- Some Dealers Get Things Sooner Than Others Some dealers will get this sooner, quicker and better than other dealers … but you are here because of who you are – the dealers who tend to get things first – and you didn’t get that way because it was easy. We can’t afford to invest in every single dealer, but you have proven yourselves to us as the leaders, and that’s why we’re starting with you. We want to work with you to make sure you take advantage of this opportunity, because you are the dealers who seem to work harder than the rest. When I see the dramatic ways BDCs have helped dealers increase closing rates and customer satisfaction, I have to believe we’re really on to something here.
- Need for Commitment I think it’s also clear by now that you can’t really make BDCs pay off without your own strong commitment and investment as well. You need to do what makes sense for your dealership. A BDC can fit your business philosophy and your unique approach to your market … but the experience of the dealers you heard here in Dallas means it will take perhaps 6 months to a year of effort before your BDC starts to hit on all cylinders. When it is, I don’t believe you’ll ever go back to less efficient ways of doing business. But only you can keep the effort on track. Once you decide to go down this road, you have to lead your employees and your management all the way.
- Best in the Business But that’s where I believe you all have a strong advantage. You’re the best in the business … and I think you all recognize this as an important opportunity. I’m prepared to commit that we will continue to support you in your effort … We are not going to back away from BDCs and we actively seek your feedback, because you’re leading the way for many other Ford dealers to follow. We know of no other organization that is more advanced than we are in the BDC concept, but we need you to help keep us in front. But if you leave this room and don’t sign up, consider it a lost opportunity. The door is opened now! Sign-up for the training outside the room and get started! Thanks for attending … have a safe trip home.