Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
I've noticed a recurring problem in some BDC's. The BDC agents have become too "task" oriented and have forgotten the real reason why they are there - to drive showroom traffic. My frustration came to a boil recently when I noticed a familiar pattern, customer sends in a new lead, BDC agents calls the customer, sends an email and moves on to the next customer. Huh? The goal is to make DIRECT CONTACT with the customer and to schedule a SOLID appointment, effectively taking the customer out of the market. When did we fall into this trap of confusing busy work with productivity? As a new Internet Manager in 2001, I figured out pretty quickly that if you couldn't get a customer to respond to you, you had very little chance of ever seeing them in the showroom. My Day One Process is designed to overwhelm the customer with information and help me stand out from my competitors. My process is as follows:
9:00 a.m. - New Vehicle Lead Comes In
9:00 a.m. - Call immediately to confirm the vehicle (trim, options, etc.) , find out where they live and if they have a trade. If no answer, leave a message.
9:01 a.m. - Send a price quote with a Buy Price, Lease Quote and (2) Pre-Owned Alternatives
12:00 p.m. - Call again. If no answer, don't leave a message.
12:01 p.m. - Send an email with a Why Buy Here Video.
3:00 p.m. - Call again from cellphone. If no answer, don't leave a message.
3:01 p.m. - Send an email with third party review info about why the vehicle they selected is a great choice (KBB, Edmunds, NewCarTestDrive, Consumer Reports, etc.)
6:00 p.m. - Call again and leave a message. Explain that a 2-3 minute conversation can save several days of going back and forth by email.
In summary, Day One for a fresh lead is 4 phone calls and 3 emails.
In my experience, a BDC following this Day One process will have a Lead to Set ratio above 50% if they continue consistent follow up. I would love some feedback. Do you think this process is too much and will annoy potential customers? I can tell you that 5-10% of customers will complain but many of those people are the same ones that complained that the sun came up this morning. I try to focus on the other 90%. Please share your Day One process.