Sometimes it is not the skills of your people that cause your store’s numbers to flatline. Sometimes your BDC is fledgling, not because their phone scripts are poor or that the technology is weak, but for the fact that they just don’t see the full impact their role plays in the organization.
When I train a dealership on-site, the first thing I do is impress upon their BDC and Internet Managers that their daily duties are greater than the tasks built out for them in the CRM. I believe that your BDC knows what is expected of them. They know they must answer the phone quickly with a positive tone. They understand the importance of asking either/or questions and going for the appointment. They see the value in being researched and giving the customers the answers to their questions.
The problem they have? They don’t do it every time because they don’t see the value and importance of each opportunity. Over time, leads become so customary that the people handling them don’t attach a true dollar value to each one. As time goes by and leads pour in, they become impersonal to some. It is not difficult for a BDC agent to overlook the importance of every lead and every appointment set, but the sales team is hit noticeably hard when the floor traffic slows down. You, as a manager, dealer principle, and owner must connect the dots and relay the big picture to your appointment-setting team. Sure, you can say that their job depends on it, but I like bringing things a little closer to home. Everyone can be empathetic.
Explain to your team that you know they have the skills to execute their job at a 10 on a 1 – 10 scale, but also know that they don’t perform that way for every opportunity. For every time they give an effort of a 5, they are likely costing the salesperson on the floor a chance to provide for their family.
I tell them “Your efforts, and the energy level and enthusiasm you bring to each and every call or lead opportunity, determines whether or not “Greg” on the floor has to look his son in the eyes while at Target shopping toward month’s end and explain to him why he can’t buy him the toy that he so desperately wants. He has to look like less of a person sometimes in his child’s eyes only because the BDC didn’t give their best effort every time to drive in all of the traffic they could have.”
It is not scripts or tools or templates all of the time. It is the abundance of opportunities that go unvalued. One less appointment set means nothing to your BDC team, but one less sale here and there can mean the world to a salesperson. And to their family.
Relay this. Make sure you put a heaping of thought on your BDC’s shoulders and they understand the ripple effect. Their bad mood or lack of energy and focus truly has an impact on how a good person lives their life. Hopefully they will take more ownership of each and every gift they’ve been given.