On Our Current BDC Processes or 'Why You Don't Have More Traffic!': How Seamless, Effortless and Effective is it for Customers and Prospects to Try to Contact You, Secure Information and Do Business With You?
'The Phones' Edition.
When I am onsite working with Dealer Groups of all sizes, after reviewing their 'People' and Leadership and understanding their full financial profile, this is my next step.
Why?
Customers=Revenue! Dealers place their hope and Marketing Dollars in securing and retaining new and past clients.
But Marketing is often not accountable for nor concerned about your results.
Meanwhile, even the most successful Dealerships are hemorrhaging interested Customers.
⭐Step One:
Mystery Shop your own locations.
All of them. All Departments.
👉I will share one rule:
You can only use numbers you publish to the public and you must not do anything while on hold or stuck in a voice mail tree other than take notes on how long it takes, what is happening, how loud/scratchy the hold music is, etc. You get the idea, right?
📢 Be Prepared to Be Humiliated, Frustrated or Worse!
Your kneejerk reaction will be to call someone to your office and start asking a lot of questions you should have asked a long time ago. This will only result in more frustration, and most likely, nothing will be solved.
👉 You must take a deep breath, splash some water on your face if needed and continue the full task. (And remember, this is only Step One!)
Keep taking notes.
⭐ Still not identifying yourself, next up is reaching someone.
👉 For Sales
📞 Ask a few routine questions
📞 One question about price or finance options, then
🕔 Check on Availability or Schedule an Appointment
🚗Be sure to also ask for directions and store hours.
👉 For Service
📞 Ask a few routine questions
📞 One question about estimated cost, then
🕔 Check on Availability or Schedule an Appointment, and inquire how long their car will be unavailable to them
🧐 Ask what the options are for pickup, delivery, courtesy rides, etc.
🚗Be sure to also ask for directions and store hours.
What did you find?
There is work to do right at the Real Front Entrance to your Dealership.
Top 5 FSG Findings at this Stage:
1) Phone Numbers going nowhere
2) Excess phone #s designed to track traffic
3) Phone lines routed incorrectly
4) Confusing Phone Trees requiring Customers added effort
5) Excessive Hold Time
All are unacceptable, but fixable.
You spend so much money on Marketing, only to lose Customers trying to reach you.
👉 We now assemble a team to solve current issues and schedule routine reviews.
This was merely 'Phone' basics.
I will continue this BDC and Customer Traffic for you.
👉Next up, BDC Phone Skills.
For your assessment, guidance and solutions, reach out. We will answer your call. ;)
Now scheduling August for onsite visits.
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