Guarantee Complete Dealership Growth via a Blended BDC

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Matilda Griffin
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1 Guarantee Complete Dealership Growth via a Blended BDC Your photo here Joni Stuker Founder & President Owner Connect Hoffman Estates, IL #NADA100

2 2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.

trained Professional Speaker: NADA 4x, Digital Dealer

3 3 Introduction & Background Lightbulb moment 30 years experience Trainer & on-site facilitator Thousands of people trained Professional Speaker: NADA 4x, Digital Dealer Conference, RVDA Contributor: Robins Brothers Jewelers; Amusement & Resort properties

4 4 Communication History Evolution of communication in Auto Industry 1. Recognized the importance of communication via phone-ups 2. Developed the phone room concept to ensure a work ethic 3. Evolved to the efficient idea of phone support 4. Determined the most effective performance model

5 5 BDC vs. BMC What is the difference? Take a quick quiz to know if you have a BDC or a BMC? Why is one more important? Why is this a cornerstone your BDC is missing?

6 6 Build a Strong Foundation Part-time callers Lead-sharing Higher level of efficiency Avoid being territorial Consequences of callers being off Never re-message

7 7 Staffing for Maximum Effectiveness First training, then hire Invite more than necessary Understand the most important quality of a strong BDC Rep Ask the right interview questions Locate and sustain high impact reps Set a strong new hire training class agenda

ingredient to success is DEVELOPMENT BDC Managers Bonus for rep

8 8 Compensation Plans BDC Representatives Bonus for SOLD ONLY & why Compensate higher bonus levels for self-generated solds & why Your key ingredient to success is DEVELOPMENT BDC Managers Bonus for rep performance to standard Monthly appointment show rate Sold self-generated appointments

9 9 Setting Goals Must set hourly goals to ensure objectives are met 17, 3, 1 and 1 Takes 30 minutes of the hour 14 messages (1 min each); 3 live calls (up to 5 min each) = approx. 30 minutes of the 60 Other time: ing, phone-ups, chat, etc.

dead a customer Always keep them actively contacted every 90 days for service

10 10 A Blended BDC = Power The Blended BDC Working sales and service & parts together Hot Leads goes cold = Household Prospecting = No selling = Move to service Never dead a customer Always keep them actively contacted every 90 days for service opportunities and referrals Do not divide the BDC caller efforts cross train to recognize both

11 11 Integrate Sales Don t keep salespeople out Set aside specific time periods Start new sales in BDC Learn how to sell a car backwards Ensure sales managers participate

12 12 Household Ownership Must take care of all automotive needs Will ensure hundreds of new customer opportunities each month Average 3 drivers in household Point of contact in 72 hours Offer incentive to recent sold household drivers Reach out every 90 minutes to build loyalty

13 13 Comprehensive Education Must educate the whole dealership! Continual communication skill training Assess awareness of effective appointment selling Maximize customer loyalty thru sold referral process Make sure the BDC isn t speaking a different language

14 14 Dealership Growth How do you grow your dealership by 20% and more? You MUST prioritize & hold accountable 1/3 from selfgenerated sources Measure this daily (VIP board) Identify self-generated sources, referrals; service-tosales; tomorrow s service appointments; equity; past leads (over 90 days); orphan owners; incidental contact Reward those self-generated

15 15 If you have a BDC: Next Steps 80% appointments set have work # s & why 70/30 USST process Establish hourly call standards Train/ Retrain key components of improved hot lead performance Prospecting!

16 16 Next Steps Cont d If you do not have a BDC: 70/30 applies Create a business model 100 internet leads per part-time rep; 1 work station for 2; train throughout

O. Service appointments set every 90 days with unsold/ sold customers Sold

17 17 BDC appointment with work # BDC WHEEL TO PERFECTION Meeting each morning with Sales Managers Appraisals with tomorrow s services customers 100% LIVE T.O. Service appointments set every 90 days with unsold/ sold customers Sold referral sheets Unsold showroom traffic with work # Color-code daily appointment source

18 Questions 18

19 Guarantee Complete Dealership Growth via a Blended BDC Your photo #NADA100 Joni Stuker Founder & President Owner Connect Hoffman Estates, IL jstuker@ownerconnect-llc.com Please visit the NADA Pavilion in the Expo Hall for information on accessing electronic versions of this presentation and the accompanying handout materials, and to order the workshop video recording.

Guarantee Complete Dealership Growth via a Blended BDC

Guarantee Complete Dealership Growth via a Blended BDC Joni Stuker Founder & President Owner Connect Hoffman Estates, IL 888-304-4545 jstuker@ownerconnect-llc.com The views and opinions presented in this