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Too often business development center staffers, the people who make and take sales-prospect calls on behalf of dealerships, are out of touch with store specials.
If a BDC rep’s response to a customer calling about an advertised vehicle is, “I didn't even know it was on sale,” don't expect a lot of shopper confidence.
Make sure the BDC folks are plugged into the promo units, just as if they would be if they were on the selling floor.
It’s too easy to assume “those guys upstairs” will know. You’ve got to tell them.
How many times have you changed out an advertised promo unit at the last minute due to a new rebate? Did you think to update your BDC manager and all your reps? Isn’t that alone a great reason for them to make “save-the-deal” calls to people who shopped the dealership but didn’t buy?
What’s your best practice to ensure you, your staff, and your BDC are all singing out of the same hymnal? Feel free to share your ideas at this forum.
Adam Armbruster is a senior partner in the business growth firm Eckstein, Summers, Armbruster & Company located in Red Bank, New Jersey and can be reached at 941-928-7192
