1. Staffing for Online Sales Success
Is a BDC Right for You?
Kathy Kimmel, Cars.com
2. Welcome
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• Include your:
Name
Store Name
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3. Your Host for Today’s Call
Kathy Kimmel
• National training manager for
Cars.com, consulting dealers
on internet advertising and
sales processes
• Former BDC manager for two
AutoNation Mercedes-Benz
stores in Illinois
• District sales and service
representative at
DaimlerChrysler for 10 years
4. Agenda
In today’s call, you’ll learn:
• What is a BDC
• How to determine if a BDC is right for you and what
other options you may want to consider
• The pitfalls to avoid in establishing a BDC
• How to track results, measure success and refine
processes
5. What is a Business Development Center?
BDC
• Emerged in the mid-
1990s
• Distinct telemarketing
department
• Responds to phone
and email inquiries
• Manages inbound and
outbound phone calls
to set, confirm and
rebook appointments
6. How are BDCs Used?
BDC staff is trained in phone and email skills
Call scripts and email templates provide for
consistent, controlled customer interactions
In addition to prospects and appointments, BDC
staff can manage other customer interactions:
• Unsold showroom traffic (UST)
• Lease maturity
• New model introductions and dealer events
• Customers nearing time for repurchase
• Customer satisfaction
• Service reminders
7. Why are BDCs Used?
In an average showroom:
• 75% of prospects are not asked their names
• 97% of sales associates do not set an appointment
• 98% of incoming call prospects who set an
appointment do not show up
8. Why are BDCs Used?
BDCs help you to:
• Consistently and effectively manage sales processes
• Reach sales and marketing objectives
• Manage prospects
• Drive profitability and retain customers
• Capture data to improve processes
9. To BDC or Not to BDC?
BDCs are not a one-size-
fits-all solution
There are many factors to
consider
Decision must be evaluated
based on your store’s
• Culture
• Process
• People
• Sales goals
• Available capital
10. Weigh the Pros and Cons
Pros: Cons:
Staff has the skills to Must invest capital to
get the appointment get started
Performance is Need to hire trained
highly monitored associates with a
Longer customer new skill set
communication Must create scripts/
Can reduce the templates, establish
number of sales “steps to a call”
associates Must have long-term
commitment
11. Establish BDC Objectives
Typical objectives include:
• Gather customer information
• Schedule and keep appointments
• Increase store traffic and sales
• Manage prospects
• Maintain customer relationships
• Increase customer satisfaction
12. Determine BDC Scope
Evaluate what projects a BDC would manage
• Will they get paid? • Should they send follow-up letters too?
CSI
• Increases shows • Should they send an email reminder too?
Appointments
• Sales must keep good notes • Sold/not delivered?
UST
• How will they be dispersed? • Are there templates?
Email requests
• What are your hours? • Is product knowledge required?
Inbound calls
13. Consider Upfront Investment
Workspace for BDC
Office for BDC manager
Computers and high-
speed internet access
CRM system
Telephones
• Headsets
• Monitoring equipment
Toll-free numbers
Automatic call distribution
system
14. Define BDC “Must Haves”
Sales management must:
Establish an operational budget
Provide capital for network and store infrastructure
Be committed to the BDC structure for at least 1 year
Write scripts/set “steps to a call”
Meet weekly with BDC and sales managers
Create a process-oriented sales department that will
track all prospects
15. Establish Good BDC Communication
Include BDC manager in weekly manager
meetings
Invite BDC manager or associates to attend
weekly/daily sales meetings
Keep BDC team informed on current incentives
17. BDC Staffing: What People Will You Need?
The BDC manager role:
• Manages BDC operations
• Hires, motivates and develops BDC personnel
• Maintains open interdepartmental communications
Recommended skills:
• Strong communication and interpersonal skills
• Leadership
• Automotive knowledge
• Problem solving abilities
• Call center management experience
18. BDC Staffing: What People Will You Need?
BDC associate role:
• Manages inbound calls and internet prospects
• Provides general information to car buyers while
scheduling customer appointments
• Manages outbound follow-up calls and emails
Recommended skills:
• Sales-focused and goal-oriented
• Good phone voice and phone skills
• Ability to quickly learn scripts, product information
• Telemarketing, sales or performing arts background
• Attention to detail and good follow-through
19. BDC Staffing: Set the Pay Plan
Start with your total
compensation in mind
Managers and associates are
compensated based on:
• Salary
• Per appointment
• Per sale
• Customer satisfaction
Also take into account:
• Monthly incentives
• Minimum requirements
20. BDC Staffing: Provide Training
Basic phone skills
Scripts/“steps to a call”
Personalizing templates
Address prospect’s
questions and concerns
Overcoming objections
Price requests
Trade-in values
Product knowledge
21. Evaluate Your BDC Metrics
Leads received vs. appointments made
Appointments made vs. appointments kept
Leads purchased vs. vehicles sold
Lead source
Number and percentage of sales generated from
the BDC
Average gross on BDC-generated sales vs.
showroom team
Customer satisfaction
Calls per day
22. Are You Getting the Most Out of Your BDC?
Key questions to ask after implementation:
• Is there really buy-in from all managers?
• Do showroom and BDC processes align?
• Are BDC associates consistently using appropriate
email and phone processes? Are they consistently
following up with car buyers?
• Check your pay plan: Are BDC associates motivated
to deliver results?
• Check your staffing levels: Do you have too many or
too few associates?
24. Use Existing Sales Associates
Sales associates
assigned to the BDC on
a preset schedule
BDC manager reports to
GM and monitors
associates while
working the BDC
25. Weigh the Pros and Cons
Pros: Cons:
Equal opportunity for Sales associates
prospects may lack phone and
Requires no or few email skills
additional people Accountability:
Builds good work Difficult to track
habits individual follow-up
Easy to add other
types of customer Sales associates
calls/emails may not feel
Ideal for smaller comfortable in this
environment
stores
26. Establish an Internet Department
Dedicated sales associates
manage internet phone
calls and emails
Floor staff continues to
manage walk-in traffic
27. Weigh the Pros and Cons
Pros: Cons:
Ideal for larger Potential for conflict
stores with additional with floor sales
resources to associates
dedicate Sales managers
Best associates are don’t have time to
dedicated fully manage
Accountability: Easy customer
to track follow-up for interactions
internet prospects
Associates become
experts
28. Outsource a BDC
Third-party company
provides call center
facility, infrastructure
and highly trained
associates to manage
incoming/outgoing
phone calls and
emails
29. Weigh the Pros and Cons
Pros: Cons:
No capital costs Agents may lack
Quick time-to-market automotive or
Call center agents specific vehicle
specialize in sales, knowledge
customer retention Agents may not
Cost control understand your
Staffing flexibility brand
Multi-lingual support
Possible inability to
Accountability
monitor customer
interactions
30. Review
A BDC may be a good option to help your
store increase sales, more effectively manage
prospects
A BDC is not a one-size-fits-all solution
Should you implement a BDC, you’ll need to
set objectives and manage against those
goals
BDC alternatives may work better for your
store, given your culture, processes and
budget
31. Register Now for Our Next Event
The Secrets of Their
Success
Top Performing Dealers
• What sales processes and
online media mix do
successful dealers use
• When is the best time to
respond to a lead
• Why the internet plays an 20 0 6
increasingly important role in , Ap ril 13,
Friday ET
selling cars Noon :
er at
• How internet advertising R e g i st rs.com
tage.ca
radvan
brands your store and drives http://deale
walk-in traffic
32. Cars.com Resources for Online Success
DealerCenter
• http://dealers.cars.com
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