“How to Build Customer Loyalty and Retention thru a POWERFUL BDC”

By Joni StukerPresident at Owner Connect, LLC

Before we begin, let me introduce myself…

Joni Stuker, President & Founder of Owner Connect, LLC- Owner Connect serves as industry leader in BDC Consulting, Facilitation and

Training - 30 years in Automotive Industry - 4x Featured Speaker and Presenter at NADA Conference (Ranked in Top 10

in 2014)- Partnership leader with NIADA in creating BDC Strategic Partnerships - Guest Speaker for several prominent 20 Groups across North America for

past 20 years- Retail partnership with Robbins Brothers Jewelers and NASCAR in BDC

Development - Featured Presenter with Digital Dealer series, and AutoCon

Now that we’ve learned a bit more about my background, and expertise in the area of BDC operations, I’d like to ask you a few questions to get things started: - What has your experience been with BDCs?- Have you ever been apart of a successful BDC team? If so, what made it work

well? If it didn’t go well, what challenges did the team face?- Tell me what are you hoping to learn from today’s discussion?

Why is our industry turning to the BDC model?

“The Power of Working Smart” The auto industry looks a lot different than many of us could have ever dreamed of when we think back some ten or twenty years. Customers are more educated before ever stepping foot in a store, performance metrics are geared more to engagement than just closing, and our sales teams are in need of greater support than any other time.

Enter in the BDC…the Smart, Efficient Way to Build Customer Loyalty, Retention and Sales Performance in 2015.

BDC teams are designed to accomplish each of these values through five simple principles:- Develop a Relationship…..Assume the Customer is Speaking to Other Retailers- Define what constitutes a Customer- Determine how frequently your BDC should engage and communicate with

customers- Understand and identify what your message is- Examine the difference between satisfied and loyal

Think “Big Picture”We have all experienced that disappointing feeling when a “hot lead” suddenly turns cold. But how can we avoid this, and regain these opportunities? Our sales teams are stretched thin or don’t want to engage email or phone follow up…..there has to be another way. There is. In order to support your existing team’s operations, for both sales and service, having an organized BDC team in place will ensure you have a sound strategy to keep these hot leads engaged loyal to your dealership for today and tomorrow.

The “Invisible Wall”……On average, 60% of your current customers want service from you but are not getting it. But often dealers feel trapped in being able to engage these individuals under the current operations……but you can reduce this gap by leveraging a detailed, efficient BDC team to support your current operations.

What is the most effective way to engage with customers?Take a moment and consider the ways in which your sales & service teams reach out to leads, past customers, unsold traffic and then ask yourself the following: • Are you aware of your department’s communication strategy……• Who is making these calls…..• If you have a team in place, are they reaching out enough…..• Do they have the right message?• Are we looking for secondary numbers, means of contact (work number, email)• When should we be asking for referrals?• Are we prepared to handle objections?

Structuring an Effective BDC TeamFirst and foremost you must believe the BDC team is more than a “call-center”. Make sure they are appropriately represented within your organization, and have clear communication processes in place to effectively support and drive performance for your dealership.

BDC Team Dynamic:Reps – high energy individuals with strong communication skills • Establish Hourly Commitment to Success (Go Green Board)• Implement 45 Minute Rule • When to Ignore Daily Work Plan • Help individual to take Ownership for Day Lead Rep – top performing BDC rep with ability to coach/develop those around them • Master of all Rep Performance Standards • Coaches new team members into strong assets • Fills in for underperforming team members Manager – oversees all operations, performance standards and serves as “face of BDC” • Must be responsible for all activity within BDC team • Capable of closing appointments, providing vision for staff

BDC Team Drives Results. On average, an effective BDC team will increase productivity by 20% from existing leads within the first 90 days of implementation. How is this possible?

Find the RIGHT people for your team.The BDC is not a “dumping ground” for underperforming sales or service people. We need energetic, competitive individuals that are eager to meet high expectations within a team dynamic. Compensate effectively…..provide a base hourly rate, ensure commissions are greater for “self-generated sales” and hold people accountable to performance standards.

Set Clear Performance Standards for Reps:17 Outbound Dials per Hour…..3 Live Contacts = 1 Outbound Appointment 1 Referral Developed with Contact Information 2 Outbound Service Appointments

Part-Time Employee (6hrs a Day)…..6 appointments per day, 30 per week, 120 per month = 60 show = 30 purchase….final results – 20 SOLD APPOINTMENTS PER MONTH.

Networking is Not an Option. Self-Generated leads (referrals) is the key to success and should represent at least 33% of the BDC teams appointment performance each month. If you are not reaching these standards, its because your people are a) not asking b) are not delivering the appropriate message.

Remember, developing a self-generated lead is something your team must pursue and seek out. Attention and execution within this area is the cornerstone for your success, quality client retention and sound lead management.

The Power of a Live T.O. The old saying, “2 heads are better than 1” still rings true. The most challenging thing today is making quality contact with a potential customer, so when we have the opportunity to schedule an appointment…..take ADVANTAGE of the opportunity.

The Manager T.O. allows a second set of eyes to inspect the appointment, create value for the customer coming to the dealership and gives us a chance to look for any “red flags”.

Embracing Change, Self Evaluation.Committing to your BDC (new or existing) takes the right amount of planning and commitment, as you set out, consider the following:- Embrace the Most Effective Word Tracks / Scripts- Self Assessment: how often do we prospect, current fresh phone up & internet

operations- Do we handle objections head on?

Establish the Goals you Seek from your Customers & Team- You can be the difference in your Dealership- You can ensure growth and performance development - You can be the reason a customer stays loyal to your store - You can knock your competition out of the park with little change

Thank you for attending:

“How to Build Customer Loyalty and Retention thru a POWERFUL BDC”

Joni Stuker President & FounderOwner Connect, LLC