According to regulatory rules, a beer advertisement can never show a person actually drinking beer. While the beer will be prominently displayed, the actor always stops short of drinking it. Yet, that hasn’t stopped beer companies from selling their product, in fact one company actually focused on that presumed weakness.
What do beer advertisement regulations have to do with BDCs? It is all about perceived weaknesses.
Most dealerships believe creating or outsourcing customer contact to a dedicated BDC indicates a weakness in their sales team, when in fact using a third-party BDC allows your employees to focus on their strengths while ensuring auto consumers get the service they deserve. A virtual BDC is designed to be a support mechanism, not a replacement for your sales team.
At ELEAD1ONE, there are many reasons we love BDCs. In our experience, they help make dealerships better, which is one of our core goals. But, there are many other reasons to love BDCs. Let’s look at a few of them. But first, let’s look at the types of BDCs.
Types of BDCs
The reason most management teams are resistant to BDCs is because they don’t realize there are different categories. First, you can build your own in-house BDC to call everyone – from the family who came to the lot last week to the grandmother whose warranty is about to expire. It is expensive, and it can take months to build a good core team.
The other option is to outsource all your customer contact to a virtual BDC. These highly trained teams are less expensive than full-time employees and dedicated to providing high conversions. The third choice is to outsource a portion of your calls and keep the rest in house. For example, you might have a salesperson follow up with website leads, but hire a virtual BDC to follow up with end of lease customers. This combination allows your team to maintain a personal touch and increase conversions through efficient customer contact. As we talk about the benefits of BDC, keep in mind there are several applications.
When Henry Ford designed the assembly line, he imagined a system where each step of the car building process was completed by a specialized worker. It was hugely successful, as we well know. Yet, at the dealership we expect every worker to do every task – and do it well. We expect our service manager to make deals over the phone while managing an efficient service line, and we expect our sales people to remember to follow up on internet leads while also providing stellar service to our on-lot customers.
This is an ineffective model that results in lost leads due to a poor customer experience. Outsourcing or supplementing your own BDC with a virtual one allows your workers to focus on what they do best allows your workers to focus on what they do best – whether that is selling cars or following up leads.
The automotive industry is highly competitive, and each dealership has to work hard to set themselves apart from their competitors. Dealerships promise low-pressure sales, tout a focus on custom service, and insist it is all about their customers. It sounds good, but is it possible to meet those ideals on a consistent basis?
Imagine this scenario. The phone rings, your receptionist picks it up. He is polite, but distracted by the customer in front of him. The caller has a lease about to expire, and she wants to discuss her options. Her call is routed to a salesperson. The salesperson is trying to finalize a deal with a walk in customer. He takes the customer’s information and promises to call back. Two days later, she calls back saying “No one ever called me back.” That doesn’t sound like good customer service.
Keep in mind: Customers don’t care about the average customer experience. They care about their experience.
A dedicated BDC allows you to deliver consistent, positive customer interactions. Every time, for every customer.
A vital characteristic of any successful business is good communication – between co-workers, bosses and employees, and especially between a business and their customers.
Today, communication means more than just answering the phone. Dealers must provide multi-channel communication by reaching consumers through their preferred channel – that can include chat, email, social media, and phone. Manning those communication channels is often left to salespeople, who are more focused on the customers on their lot than following up with a tweet.
This setup results in missed communication opportunities – and lost revenue.
A BDC fills that communication gap and allows dealerships to be in more places and reach more prospective customers. Remember, a BDC isn’t designed to take over sales. Instead they provide a safety net that fosters communication.
The Take Away
Clearly, we are big fans of BDCs. We’d like to work towards eliminating the traditional thought process, which insists sales people should be able to do it all. Instead of assuming using a BDC highlights a weakness in your sales team, it is time we started viewing BDCs as a tool to help develop and grow a business.
At ELEAD1ONE, we are people with a passion for making dealers better. If you would like more information about BCDs or would like more information about the services we offer, please contact us.