Digital Dealer - April 2019 - 48

Road Trip to DD26 | April 9-11, 2019 | Orlando

New and Improved Metrics for
Your BDC & How to Translate
Them into Increased Sales
By now, most of us have done copious amounts of
research on BDC best practices: ideal call out times;
subject lines; proper text etiquette. What metrics are
you using to measure the success/failure of these
processes and how did you choose those metrics?
This session is a deep dive into the most important
data you should be tracking on a daily basis. These
metrics are the most advanced currently being
tracked across our industry. Additionally, John will
take you through the rationale behind choosing the
metrics that has transformed numerous BDCs into
the strongest in the nation. Stop falling into the
trap of chasing the next "big" best practice and start
inventing them yourself. Once you understand what
metrics you should be measuring, you'll understand
how "best practices" get created and you'll be able to
develop a process unique to your dealership.

Takeaways:

 Avoid leading your BDC
down the wrong path by
learning what metrics you
should be measuring.
 Explore different ways these
crucial metrics can affect your
BDC and understand how you
can use this data to refine your
processes and maximize your
BDC's efficiency.
 Confidently track your KPI's
and implement unique best
practices that will complement
the exact needs of your
department.

Speaker: JOHN SEVIER, CEO, DEALER ADVANTAGE BDC

(Continued from pg. 47)

their reps up for success.
The reality is even the
best BDC managers can
fall into the trap of chasing
the newest industry best
practices, like personalized
video, and simply expecting
their close percentage to
skyrocket. Unfortunately,
like most things in life, it's
never that easy. Chasing
the newest industry best
practice can only take you
so far - and if you're the
type of manager that strives
to beat the competition, you
must be willing and able to
see the entire picture.
BDC managers need to
be able to figure out what
specific adjustments they
need to make that are
unique to how their depart-

48

APRIL 2019

ment is currently performing. Understanding this, it
becomes crucial for BDC
Managers to not only understand how their department
is interacting, but also to
track customers throughout
all the stages of their car
buying journey.
So, what are these key
metrics? One of the most
important key metrics
you may be overlooking:
engaged or connection rate.
This metric is simply referring to how many customers
you connected with - via
phone, text or e-mail - compared to how many leads
the department has received
in total.
Knowing your department's engaged percentage
can serve as a road map

D I G I TA L D E A L E R . C O M

for how you can tweak your
processes and allow you to
design the most effective
training program for your
unique needs. If you are
unable to teach your reps
the most effective ways and
times to get customer engagement - you'll never get
the BDC results you want.
Diving even deeper, don't
stop at the departmental
level. Calculate engagement
percentage for each individual rep on your team - and
share those statistics with
your reps so that they know
where they stand both on an
individual basis and in comparison to the department.
If you aren't calculating and
sharing individual statistics
with your reps, you're also
missing out on the front-line

perspective of what challenges your reps are facing.
Most of the top CRM solutions are already capturing
all the data you'll need to
constantly track to stay ahead
of the competition. Falling into
the trap of assuming widely
known best practices will be
the savior of your Internet
Department will be bitterly
disappointing and could
even cause the dissolution of
your BDC. Tracking metrics
like engaged or connection
percentage - and using those
metrics as a roadmap to
devising solutions unique to
your BDC's needs will be the
key to its sustained success.
What metrics are you
tracking?
JOHN SEVIER is the CEO
of Dealer Advantage BDC.
He started in the automotive
business with a single store
Internet Department then
moved onto large multi-rooftop
centralized BDC handling over a
quarter of a million internet leads
before becoming CEO of Dealer
Advantage BDC. EMAIL: john.
sevier@dealeradvantagebdc.com
A D V E R TI S E R S IN D EX
A D VER T ISER

PA G E

Dealertrack....................... C2, 5
Advanta Star..................... 25
Blue Gorilla Digital............ 1
IRCE................................. 7
Manheim/Inventory
Solutions........................... C4, 9
RFID ................................ 3
The index to advertiser page
numbers is published for reader convenience. Every effort is made to list
page numbers correctly. The listing
is not part of the advertising contract
and the publisher is not responsible
for errors or omissions.
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Digital Dealer - April 2019

Table of Contents for the Digital Edition of Digital Dealer - April 2019
