Increasing Performance ofIncreasing Performance ofYour Internet Department orYour Internet Department or

BDCBDC

Scott HaynesScott HaynesDirector of Business DevelopmentDirector of Business Development

Penske IndianapolisPenske Indianapolis

15 Commandments for A Successful15 Commandments for A SuccessfulBDC/Internet DepartmentBDC/Internet Department

1.1. Thou Shalt have Management BuyThou Shalt have Management Buy--InIn2.2. Thou Shalt have the right peopleThou Shalt have the right people3.3. Thou Shalt have a great training programThou Shalt have a great training program4.4. Thou Shalt hold your staff accountable Thou Shalt hold your staff accountable –– ““Inspect what you Inspect what you

expectexpect””5.5. Thou Shalt have leads to workThou Shalt have leads to work6.6. Thou Shalt have accurate information on your website/price Thou Shalt have accurate information on your website/price

sheetssheets7.7. Thou Shalt have competitive pricingThou Shalt have competitive pricing8.8. Thou Shalt know your productThou Shalt know your product9.9. Thou Shalt be the first to respond via email and phone callThou Shalt be the first to respond via email and phone call10.10. Thou Shalt have set templatesThou Shalt have set templates11.11. Thou Shalt have set followThou Shalt have set follow--up scheduleup schedule12.12. Thou Shalt know your competitionThou Shalt know your competition13.13. Thou Shalt be different (more creative) than your competitionThou Shalt be different (more creative) than your competition14.14. Thou Shalt be able to track your success or shortcomingsThou Shalt be able to track your success or shortcomings15.15. Thou Shalt always be looking aheadThou Shalt always be looking ahead

Thou Shalt have Management BuyThou Shalt have Management Buy--InIn

GMGM GSMGSM Used Car ManagerUsed Car Manager F & IF & I

Everyone must be on the same page on the direction of the Everyone must be on the same page on the direction of the department.department.

Internet Manager/BDC Manager should be on the same level Internet Manager/BDC Manager should be on the same level as other Department Heads/Managersas other Department Heads/Managers

THIS IS THE MOST IMPORTANT COMMANDMENT THIS IS THE MOST IMPORTANT COMMANDMENT –– WITHOUT WITHOUT MANAGEMENT BUYMANAGEMENT BUY--IN YOU WILL NEVER BE A SUCCESSFUL IN YOU WILL NEVER BE A SUCCESSFUL DEPARTMENT!DEPARTMENT!

Thou Shalt Have The Right PeopleThou Shalt Have The Right People

These people and this department is the future of the These people and this department is the future of the Dealership.Dealership.

They need to have great phone skillsThey need to have great phone skills They need to have great organizational skillsThey need to have great organizational skills They need to have product knowledgeThey need to have product knowledge They need to be dedicated (day off is an option, not a They need to be dedicated (day off is an option, not a

requirement)requirement) They need to be the top salespeople at the dealership not They need to be the top salespeople at the dealership not

the ones that canthe ones that can’’t make it on the showroom floor.t make it on the showroom floor. They need to be able to deal with diverse personalitiesThey need to be able to deal with diverse personalities They need to be professionalThey need to be professional They need to be responsiveThey need to be responsive

DonDon’’t settle for someone currently at the Dealership t settle for someone currently at the Dealership –– recruit recruit the best person for the job. If you do pick someone at the the best person for the job. If you do pick someone at the Dealership, it should be considered a promotion.Dealership, it should be considered a promotion.

Thou Shalt Have A Great Training ProgramThou Shalt Have A Great Training Program

Invest in yourself and the department Invest in yourself and the department –– Get and provide Get and provide Training!Training!

Use scripts as guidelines, especially for new employees.Use scripts as guidelines, especially for new employees. Provide step by step instructions on how to handle all types Provide step by step instructions on how to handle all types

of callsof calls Train on how to sell the AppointmentTrain on how to sell the Appointment Use 10:15 not 10:00 (they should think your time is Use 10:15 not 10:00 (they should think your time is

valuable)valuable) Train on how to be persistent but not pushyTrain on how to be persistent but not pushy Teach Process; Process; Process Teach Process; Process; Process –– everyone in the everyone in the

department should be following the same process.department should be following the same process. Do not turn someone loose until they are completely Do not turn someone loose until they are completely

trained, one lost customer can cost the dealership trained, one lost customer can cost the dealership thousands of dollars. thousands of dollars.

This is the most important part for an employee in a joint This is the most important part for an employee in a joint Internet/BDC Department. Our staff is only as good as the Internet/BDC Department. Our staff is only as good as the information and training that we provide them.information and training that we provide them.

Thou Shalt Hold Your Staff AccountableThou Shalt Hold Your Staff Accountable““Inspect what you expectInspect what you expect””

Set monthly goals and objectives (be realistic Set monthly goals and objectives (be realistic they wonthey won’’t be the same for each person)t be the same for each person)

Have them sign their job description and daily Have them sign their job description and daily task requirementstask requirements

Do not create too much gray areaDo not create too much gray area Treat them like the high paid professionals that Treat them like the high paid professionals that

they are but make sure they present themselves they are but make sure they present themselves that waythat way

Create a pay plan that is 100 percent Create a pay plan that is 100 percent performance basedperformance based

Review stats with your staff monthlyReview stats with your staff monthly•• Review closing percentageReview closing percentage•• Review response timesReview response times

Thou Shalt Have Leads To WorkThou Shalt Have Leads To Work

Website Leads (use 3rd party products if necessary Website Leads (use 3rd party products if necessary ––coupons, electronic brochures, etc)coupons, electronic brochures, etc)

OEM LeadsOEM Leads 3rd Party Leads3rd Party Leads Special Finance LeadsSpecial Finance Leads Special Project LeadsSpecial Project Leads

•• GiveGive--AwaysAways•• EE--NewsletterNewsletter

““You Must Spend Money To Make MoneyYou Must Spend Money To Make Money””

Thou Shalt Have Accurate InformationThou Shalt Have Accurate InformationOn Your Website/Price SheetsOn Your Website/Price Sheets

Check Website daily for accuracy especially if you are using Check Website daily for accuracy especially if you are using a 3rd partya 3rd party

Make sure rebates or special interest rates are currentMake sure rebates or special interest rates are current Make sure specials are current and changed oftenMake sure specials are current and changed often Make sure prices are accurateMake sure prices are accurate Make sure prices match same item being advertised Make sure prices match same item being advertised

elsewhereelsewhere Make sure hours and phone numbers are posted accuratelyMake sure hours and phone numbers are posted accurately Make sure all links are working properlyMake sure all links are working properly Make sure photoMake sure photo’’s match the right cars match the right car

Thou Shalt Have Competitive PricingThou Shalt Have Competitive Pricing

Know what the market is doingKnow what the market is doing Shop your competitionShop your competition Shop Edmunds and other 3rd Party sitesShop Edmunds and other 3rd Party sites Sell accessories competitivelySell accessories competitively Shop Interest Rates and be competitive (know what your Shop Interest Rates and be competitive (know what your

customers know)customers know)

No matter how great your service is, you will not win if you No matter how great your service is, you will not win if you are the highest priced dealership.are the highest priced dealership.

Thou Shalt Know Your ProductThou Shalt Know Your Product

Study Product knowledge and keep it readily availableStudy Product knowledge and keep it readily available Study Study Edmunds.comEdmunds.com Study Study Kbb.comKbb.com Study Study NADA.comNADA.com Study Consumer ReportsStudy Consumer Reports Study Safety ReportsStudy Safety Reports

Know what the different sites are saying about your product Know what the different sites are saying about your product ––remember if your customers are talking to you onremember if your customers are talking to you on--line they line they are doing all their research onare doing all their research on--line.line.

Thou Shalt Be The First To RespondThou Shalt Be The First To RespondVIA Email And On The PhoneVIA Email And On The Phone

Be the first to respond Be the first to respond –– catch them while they are still on catch them while they are still on the computer the computer –– use the last in first out methoduse the last in first out method

Call immediately if a phone number is providedCall immediately if a phone number is provided Be prepared when calling customer Be prepared when calling customer –– have all necessary have all necessary

data in handdata in hand Carry a Blackberry or other device if it helpsCarry a Blackberry or other device if it helps

Be aware if someone is emailing you from work Be aware if someone is emailing you from work –– keep that in keep that in mind if you are sending out a video email or one with sound mind if you are sending out a video email or one with sound effects in it.effects in it.

Thou Shalt Have Set TemplatesThou Shalt Have Set Templates

Creates consistencyCreates consistency Creates a professional appearanceCreates a professional appearance Helps with speed and accuracyHelps with speed and accuracy Can set up to go out automaticallyCan set up to go out automatically Can use to send out Broadcast emails for specials and Can use to send out Broadcast emails for specials and

announcementsannouncements Be Creative Be Creative –– get the customers attentionget the customers attention Keeps the customer updatedKeeps the customer updated

Note: If you are using an automated followNote: If you are using an automated follow--up system up system -- once once you make contact with the customer remove them from you make contact with the customer remove them from automatically receiving emails.automatically receiving emails.

Thou Shalt Have a Set FollowThou Shalt Have a Set Follow--up Scheduleup Schedule

Creates ConsistencyCreates Consistency Be AggressiveBe Aggressive Call; Email; Call; Email; Call; Email; etc.Call; Email; Call; Email; Call; Email; etc. You have nothing but a lead until you make contactYou have nothing but a lead until you make contact Lead turns into a prospectLead turns into a prospect Prospect turns into a saleProspect turns into a sale Sale turns into a Service Customer and ReferralsSale turns into a Service Customer and Referrals Service Customer turns into a repeat SaleService Customer turns into a repeat Sale

Thou Shalt Know Your CompetitionThou Shalt Know Your Competition

Mystery shop your competition frequentlyMystery shop your competition frequently Shop all different modelsShop all different models Shop accessories Shop accessories Ask open ended questionsAsk open ended questions Check for speed, accuracy and professionalismCheck for speed, accuracy and professionalism

If someone is doing something cheaper, better, faster, more If someone is doing something cheaper, better, faster, more professionally than you professionally than you –– then change the way you do it.then change the way you do it.

Thou Shalt Be Different (more creative)Thou Shalt Be Different (more creative)Than Your CompetitionThan Your Competition

Be more professionalBe more professional Send an email from GMSend an email from GM Send an electronic brochureSend an electronic brochure Send choices Send choices –– different models different models –– new; usednew; used Send comparisons Send comparisons –– the more you provide the less research the more you provide the less research

the customer has to research, the sooner they can make a the customer has to research, the sooner they can make a decisiondecision

Very seldom will a customer get upset because you Very seldom will a customer get upset because you provided too much information provided too much information –– your competition will not.your competition will not.

Thou Shalt Be Able To Track SuccessThou Shalt Be Able To Track SuccessOr ShortcomingsOr Shortcomings

Track Response TimesTrack Response Times Track Closing percentage of staffTrack Closing percentage of staff Track closing percentage of lead providerTrack closing percentage of lead provider Track all Internet Advertising costTrack all Internet Advertising cost Track ROI Track ROI –– this is what will make your case for adding lead this is what will make your case for adding lead

providerprovider’’s and 3rd party products.s and 3rd party products. Track cost per saleTrack cost per sale

The difference between traditional advertising (print, radio The difference between traditional advertising (print, radio and TV) and Internet Advertising is that we can track and TV) and Internet Advertising is that we can track everything and show our return on investment everything and show our return on investment –– No guess No guess work.work.

Thou Shalt Always Be Looking AheadThou Shalt Always Be Looking Ahead

Set future goals and always be looking ahead; what do you Set future goals and always be looking ahead; what do you want to accomplish in 30, 60, 90, 120, 180 days or longer.want to accomplish in 30, 60, 90, 120, 180 days or longer.

Constantly research new products (you always think that Constantly research new products (you always think that you have the best product until you find something better).you have the best product until you find something better).

Use your 3rd Party Vendors for advice and information Use your 3rd Party Vendors for advice and information ––they travel everywhere and have seen everything they travel everywhere and have seen everything –– use use that experience.that experience.

What you are doing today is probably not what you should be What you are doing today is probably not what you should be doing 6 months or 12 months from now doing 6 months or 12 months from now –– there will be a there will be a better, faster, or more efficient way to do things. Donbetter, faster, or more efficient way to do things. Don’’t get t get caught playing catch up.caught playing catch up.

““Cars can be replacedCars can be replacedcustomers can notcustomers can not””

Sample #1Sample #1Here is a

sample emailresponse.