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What You Should Expect Out of A Phenomenal BDC Center!

Five Important Benefits for Car Dealerships with High Performance Business Development Centers (BDC)


1. Accountability:

First and foremost and good, functional BDC center should be able to provide your dealership with accountability. Being able to accurately track numbers and statistics though not the primary role, is an essential and vital role of your BDC. Your BDC department should be able to tell you which advertising source brings you the most sales and with this data allow the dealer formulate where they should budget their advertising spend. The BDC should always be tracking the total number of phone calls, total internet leads, how many leads each BDC Rep talked too, how many appointments set, how many of the appointments showed, and how many total ups where on the lot for that particular day, week, month. A good quality CRM tool can help to provide most of this data, but the BDC Center has the ball in their court. It is the job of the BDC Center to make sure all the data collected is completely accurate, so the dealer has a complete picture of what is going on in their dealership.


2. Provide Customer Feedback:

Your BDC Center should always be collecting feedback from sold and unsold leads. This information is extremely valuable and crucial, in which it can help your dealership identify specific pain points and problems which can be alleviated with this vital information.


3. Create and provide a valuable and consistent message, have an extensive and proven follow-up procedure, and make sure all data collected is accurate:

Your BDC Reps should have a consistent message across the board and the way they do this is by having an approved pitch that always builds value for your dealership. These reps do not and should not sound like robots from another planet. When talking to the customer they should always have vibrant tone and always be listening to the customers needs. When you first enter the car business the first is taught to you is to first sell yourself, sell your dealership, then sell the car. The same rule applies to your BDC Center, in which they should always be actively listening to the customer and building rapport with them. The only difference is that instead of selling the vehicle, they are selling the appointment.


You should have a proven and tested follow-up process in place, which includes multiple points of contact with the customer. These points of contact can be by phone, e-mail, text messages, social media, and chat. The follow-up process can be one that your dealership has used in the past or one that has been implemented by a BDC trainer, but make sure it works and make sure the process keeps building value in your dealership.


Last but certainly not least, make sure the data that is collected from each lead is accurate and as detailed as possible. Your BDC Center should be collecting at least two numbers, their address, their e-mail and social media connections like Facebook and Twitter. Facebook and Twitter are valuable assets to your BDC Center, because after the sale you can implement a Social Media referral program that allows your BDC Center to capture even more leads for your dealership.


4. Take Advantage of Every Opportunity:

Your BDC department should always take advantage of the business that your dealership has already developed. What I mean by this is that the BDC Center should always be in contact with the customers who have vehicles that are already paid off or customers whom vehicles have accumulated positive equity, they should always be using past customers for referral campaigns through social media, they should be revisiting the leads that somehow got cold and never showed, and last but not least calling those customers that came in that never bought to continue to build value in your dealership and possible get them back in and save a deal.


5. Continue to Develop New Business:

This is a very important aspect of a BDC Center that sometimes falls to the wayside. A good BDC Center should never just sit around and hoping for the phone to ring or for an e-mail to come in. A good BDC Center should always be coming up with new and insightful ideas to draw in customers from all of your media outlets. The scope of the Automotive Industry is always changing, that is a given, so you should make sure you have a BDC Director and or Manager that is coming to you on a regular basis with new and inventive ideas. If for some reason they are not, simply set down and have a quick chat with them. Maybe, for some reason, they have developed great idea and they are afraid or maybe they are not even expecting you to want these new ideas. Make sure you are conveying to them that you are always looking for new ideas to increase business. You may have a valuable resource in that BDC Director that you have yet to un-tap. 

Views: 482

Tags: BDC, Center, Internet, Manager, Marketing


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Comment by Jason Parman on November 14, 2012 at 11:58am

@Tom Hawkins, I got my start in the Automotive World at a small Buick Pontiac GMC store and I was one of four sale people. The owner came to me one day and asked if I could spearhead an effort to get their dealership out and on the internet. Now this was 2004 and the concept of marketing on the net was still sort of relatively new, so I did a lot of research and put together a plan to get the dealership out on the internet and capturing those shoppers. This is where I really defined my process and built a foundation to build upon to this day. To answer your question, yes you can replicate it with one person, just make sure the person understands how to follow-up up with incoming leads from your website and third-party lead providers. This person should also be trained on how to engage incoming customer calls/with the idea of setting appointments and getting them down to your dealership. Though this in-turn may cause a rift between your sales staff for the simple reason the one sales person will be handling all incoming leads from the internet and potentially boosting his over all numbers for the month, so ideally I would recommend that you take your four sales people and train them on how to be engaging and effective with inbound calls and then use a designated BDC person to handle all of the follow-ups via e-mail, text message, social media. I would love to talk to you more in depth about this, I am always available to help. You can contact me by cell at 6062600291 and or e-mail 

Comment by Alexander Lau on November 14, 2012 at 9:33am

Two definite musts, a versatile, robust CRM system (connected to marketing endeavors) and a well-trained, knowledgeable staff within a business development center. In my opinion, a BDC is only as strong as the tools their given and the methods utilized by Marketing in their attempt to convert leads. Those leads will come if you have a good digital marketing strategy in place. 

Comment by Tom Hawkins on November 13, 2012 at 7:32pm

I love the BDC concept.  Since I am a small rural dealer with 4 salespeople (50 N&U/month), having a separate department like this doesn't seem to make sense.  Is there a way I can replicate it with one person to do this?  Am I better off training the salespeople to be more effective with the inbound calls and use a BDC person to do marketing, owner follow-up, service follow-up?  Thoughts about how to use the BDC concept in a small dealership?  Thanks.

Tom Hawkins

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