96 bdc operations-manual_template

BDC Operations and Procedures Manual Template

Business Development Center

Operations and Procedures Manual

Compiled and Edited by: Ralph PagliaCRM/eBusiness [email protected] Cell: 505-301-6369

© Copyright 2005 Ralph Paglia – All Rights Reserved 1

April 10, 2023

mailto:[email protected]


Business Development Center Mission Statement

As a supporting unit to the Courtesy Chevrolet Sales Departments, establish, build and

maintain customer relationships through consistent and professional communications

that result in the generation of sales department appointments with prospective vehicle

buyers and sellers, as well as previous Courtesy Chevrolet customers.

Vision Statement

Through an effective blend of business processes, professional staff, information

management and communication technologies, drive showroom traffic that increases the

number of vehicles sold and serviced, while growing Courtesy Chevrolet’s market share

and supporting high customer satisfaction scores.



Business Development Center Executive Overview

The Business Development Center (BDC) is setup as a department within the

dealership structure. (See Figure 1) The primary focus of the BDC is to establish and

maintain professional, consistent inbound and outbound communication with dealership

customers. This is accomplished by providing management, accountability and

performance metrics based on the Eight (8) primary retail profit opportunities within the

dealership. These Eight (8) primary retail profit opportunities are:

The CRM/eBusiness Director will supervise and manage resources associated with the

BDC and the Internet Sales Department, also promoting more effective internal

communication as well as managing the dealership’s websites.



The BDC Staff consists of a Business Development Manager, teams of Customer

Service Representatives to handle all inbound and outbound customer communications,

along with BDC Team Leaders to ensure quality control and daily production of

appointments.

The Internet Sales Team will be led by an Internet Sales Managers (ISM) supervising

teams of Internet Sales Specialists (ISS) to manage all Internet leads and requests.

Customer data will be managed and tracked using designated software applications that

are maintained by the Information Technology team led by the IT Director. Internet

leads are currently received, managed and tracked using the NetTrack (BuzzTrak) lead

management application associated with the Courtesy Chevrolet primary web site

provider, BZ Results, Inc.. Lead Management Process Performance Metrics will be

created using reports from both NetTrack and the UCS dealership management

system..



BDC Structure within the Dealership

Communication with ALL

Departments

Results = Sales & Service & Appointments = $$$$$$


BDC Operations and Procedures Manual TemplateFigure 1



Business Development Center Department Objectives

· Capture complete customer information and maintain accurate database.

· Generate appointments with prospects/customers taking advantage of every

opportunity available to the dealership.

· Ensure that ALL prospects/customers are contacted and followed up on in a

professional, consistent manner.

· Generate performance metrics and reports to show results of BDC operation as

well as help Dealership Managers understand the productivity of the operation.

· Promote and improve communications within the dealership.

Department Goals

· Increase number of units sold and serviced.

· Increase Dealership gross profit.

· Improve Customer Satisfaction scores.

· Increase overall Dealership market share.

Department Metrics

· Business opportunities (leads) managed including inbound phone, internet and

sold follow up.

· Appointments made.

· Appointments kept.

· Sales made from customers contacted by the BDC.

· Gross profit contribution.

· Individual BDC Coordinator performance.

· Individual Internet Sales Specialist performance.

· Tracking of BDC expenses including salaries, other compensation, equipment

cost and monthly fees (telephone, software, etc.).



Business Development Center Processes

1) Inbound Phone (See Figure 2)

a) All incoming sales calls are routed to BDC and customer information is captured

using scripts in LSI by BDC Coordinators.

b) Appointment is scheduled and confirmation call for BDC manager scheduled.

c) BDC Manager confirms appointment and prints information sheet for Sales

Department.

d) Appointment outcome (report card) call is made the day after every scheduled

appointment.

e) If vehicle is sold, customer is moved into Sold Follow up Contact Timeline (See

Figure 6).

f) If vehicle is not sold, report card is given to appropriate Sales Manager to resolve

concern/issue with customer. Report card is followed up daily to determine

outcome.

g) If appointment not kept, customer is contacted to reschedule appointment.

2) eBusiness (Internet) Leads (See Figure 3)

a) All inbound leads are directed and managed through Salespoint by Internet Sales

Specialists. Auto response is sent immediately.

b) Personalized email response is sent within 5 minutes during business hours.

Questions are answered including price and a minimum of 2 alternatives are

offered.

c) Phone call is made, if phone number was given, within 10 minutes of

personalized email response.

d) Appointment is scheduled and confirmation call scheduled.

e) If phone contact is not made, eBusiness Lead Response Timeline is followed

(See Figure 4).

f) Appointment outcome (report card) call is made the day after every scheduled

appointment by BDC Coordinator.

g) If vehicle is sold, customer is moved into Sold Follow Up and contacted by BDC

Coordinator according to Sold Follow up Contact Timeline (See Figure 6).© Copyright 2005 Ralph Paglia – All Rights Reserved 8


h) If vehicle is not sold, report card is given to appropriate Sales Manager to resolve

concern/issue with customer. Report card is followed up by BDC Coordinator

daily to determine outcome.

i)If appointment not kept, customer is contacted to reschedule appointment.

3) Sold Follow Up (See Figure 5)

a) Vehicle is sold and delivered by the Sales Department.

b) Customer information is captured from ERA (Dealership DMS) and downloaded

into LSI.

c) Customers are contacted according to Sold Follow up Contact Timeline (See

Figure 6).

d) Opportunity customers are targeted based on current manufacture’s incentives

and/or Dealership marketing initiatives.

e) Retail Trade Cycle Management (RTCM) customer lists are downloaded from

Ford quarterly and loaded into LSI and contacted as opportunity customers.

4) Unsold Follow Up

a) Currently being managed by outside Vendor, will be incorporated into the BDC in

the near future.

5) Showroom Traffic

a) Currently being managed by outside Vendor, will be incorporated into the BDC in

the near future.

6) Service – Inbound Scheduling and Follow Up

a) Inbound scheduling currently being handled within the Service Department, will

be incorporated into the BDC in the near future.

b) Follow up currently being managed by outside Vendor, will be incorporated into

the BDC in the near future.

7) Prospecting

a) Currently using various methods, both within the Dealership as well as outside

vendors, will be incorporated into the BDC in the near future.



Inbound Phone Process

© Copyright 2005 Ralph Paglia – All Rights Reserved

Figure 2

10


Operator routes sales call to

Business Develpment Center

See Sold Follow Upcontact timeline and



Capture customer information using scripts in LSI

Set Appointment & Schedule confirmation call for BDC Manager

BDC Managerconfirms appointment -

1 day prior or immediatelyif same day - print

huddle sheet

BDC Managerassigns qualified

salesperson

BDC Coordinator calls for pay off during down time

Reschedule followup to get

appointment

Advise Sales managementby placing huddle sheetin managers mail box -managers pick up daily

S a l e s p e r s o n t o s e l e c t & p r e p a r e vehicle

No Sale Vehicle sold

Appointment Not Kept

Appointment outcome,call - report card

Appointment Kept

Appointment outcomecall - report card

Appointment outcome call - congratulations

Sold Follow Up

11

BDC Operations and Procedures Manual TemplateProcess Flow



eBusiness Lead Process

ALL inbound internet leads directed to Sales Point

Auto response including hot links, directions, direct phone numbers


Figure 3


Cross reference customer information using LSI

Immediate personalized email response - ASAP - within 5 mins during normal business hoursAnswer questions including price, offer minimum of 2 alternatives

See eBusiness LeadResponse Process fo

contact timeline

Phone call within 10 minutes of email response

No Appointment

Set Appointment & Reschedule followSchedule confirmation up to get

call appointment

S a l e s p e r s o n t os e l e c t & p r e p a r e

vehicle

Appointment Kept Appointment Not Kept

No Sale Vehicle sold Appointment outcome,call - report card



Sold Follow Up based on contact timeline and Process Flow

13


eBusiness Lead Response Timeline


Figure 4

14



Cross reference customer information using LSI

Phone call within 10 minutes of email response


Immediate personalized email response - within 5 mins during normalbusiness hours. If after hours, respond by 9:00am the next business day.

Answer questions including price if requestd, offer minimum of 2 alternatives

15

BDC Operations and Procedures Manual Template24 HR (Day 2)Phone call or

email

48 HR (Day 3)Phone call or

email

72 HR (Day 4) email survey from BDC Mgr

96 HR (Day 5)Phone call or

email

W e e k 2Email "Incentive"

template

W e e k 4Phone call

W e e k 5Final attempt

email

To "Inactive withFollow Up" in

Salespoint

Customer respondsAddress issues

directly

Seek appointment


BDC Operations and Procedures

Manual Template

Set appointment(See Internet Lead

Flow process)


No appointment(See Internet Lead

Flow process)

W e e k 3Email follow up to

"Incentive" tempalte

17


Sold Follow Up Process

Vehicle is sold and delivered by Sales Department


Capture customer information from ERA into LSI

Contact customer within Sold Follow Up timeline

T a r g e t o p p o r t u n i t y c u s t o m e r s b a s e d o n c u r r e n t

incentives/marketing campaigns


BDC Operations and Procedures Manual TemplateSet Appointment &

Schedule confirmation call for BDC Manager

BDC Managerassigns qualified

salesperson

No Appointment


BDC Operations and Procedures Manual

Template

BDC Managerconfirms appointment -

1 day prior or immediatelyif same day - print

huddle sheet


BDC Coordinator calls for pay off during down time

Reschedule followup to get

appointment

20


Advise Sales management

by placing huddle sheetin managers mail box -managers pick up daily


21

BDC Operations and Procedures Manual TemplateSales person toselect & prepare

vehicle




Appointment Kept Appointment Not Kept

No Sale

Vehicle soldAppointment outcome

call - report card



Sold Follow Up

24

BDC Operations and Procedures Manual TemplateSee Sold Follow Upcontact timeline and

Process Flow


BDC Operations and Procedures

Manual Template

Figure 5


26

BDC Operations and Procedures Manual TemplateSold Follow Up Contact Timeline

When What DescriptionOn Delivery

PostcardFrom the BDC on behalf of the Salesperson immediately afterthe customer takes delivery

48 hours Phone CallBDC Coordinator contacts customer to check status of vehicleand resolve any concerns

21 DaysPhone Call

BDC Coordinator contacts customer to remind them ofsurvey; confirm intro to service and remind of 1stmaintenance appt; ESP & Aftermarket

30 Days Postcard Introduction to BDC; ESP info; VIP phone number3 Month Postcard Referral request from BDC on behalf of salesperson6 Month Phone Call From BDC; customer satisfaction script9 Month Postcard Survey

12 Month Postcard1st birthday of vehicle from BDC on behalf of salesperson;includes a Service coupon

15 Month Phone Call

18 Month PostcardFrom BDC; keep connection established with customer forboth Sales and Service; "bird dog" for referrals

If 24 month Lease customer, begin Lease Renewal process:

150 Day Postcard120 Day Phone Call

90 Day Postcard (if needed)75 Day Phone Call (if needed)60 Day Postcard (if needed)45 Day Phone Call (if needed)

30 Day Postcard (if needed)

21 Month Phone Call From BDC; customer satisfaction script

24 Month Postcard2nd birthday of vehicle from BDC on behalf of salesperson;includes a Service coupon

27 Month Phone Call From BDC; customer satisfaction script

30 Month PostcardFrom BDC; keep connection established with customer forboth Sales and Service; "bird dog" for referrals

If 36 month Lease customer, begin Lease Renewal process:

150 Day Postcard120 Day Phone Call

90 Day Postcard (if needed)75 Day Phone Call (if needed)60 Day Postcard (if needed)45 Day Phone Call (if needed)30 Day Postcard (if needed)

33 Month

36 Month

42 Month

From BDC; customer satisfaction script 3rd birthday of vehicle from BDC on behalf of salesperson; includes a Service coupon From BDC; customer satisfaction script


Figure 6

27


Business Development Center Staffing

· Business Development Manager (BDM) will oversee department and its daily

operations including Coordinators and Internet Sales Specialists. Internet Sales

Specialists report to Sales Managers regarding sales process, BDM oversees

handling of internet leads. See enclosed Manager Job Description for details.

· Manager will report primarily to Dealer Principal, but also General Sales Manager

regarding sales opportunities and Parts and Service Director regarding service or

other Fixed Operation opportunities.

· BDC Coordinators will be full time focused entirely on generating appointments.

See enclosed Coordinator Job Description for details.

· Staff will include a high percentage of Bilingual (English/Spanish) coordinators to

handle Hispanic customer base.

· BDC Coordinators as well as BDM will be paid a base/hourly salary plus

incentives for appointments kept. In addition, there will be bonuses for vehicle

sales resulting from BDC appointments. See enclosed Coordinator Pay Plan for

details.

· Internet Sales Specialists will be paid based on Sales Department commission

structure for each vehicle delivered.



Business Development Center Manager Job Description

· Oversee daily operations of Business Development Center.

· Recruit and train Business Development Center coordinators.

· Download customer lists from Ford and other sources into CRM solution (LSI).

· Download customers from ERA daily (sold vehicles, etc) and update CRM

solution (LSI).

· Run daily/weekly/monthly BDC reports and track results.

· Prepare individual call results report for each coordinator for measurement.· Train coordinators through review of call conversations and outcome.

· Determine customers (sold, in equity, non-equity, etc.) to contact based on

current manufacturer incentives as well as dealer marketing initiatives.

· Review performance of department; develop and implement improvement/action

plans as required.

· Interface with other department managers to maintain open lines of

communication between all departments.

· Participate in dealership management meetings and sales meetings.

· Confirm appointments scheduled by coordinators.

· Assign qualified salesperson to confirmed appointment if not previous customer.

· Print strategy worksheet presentation (huddle sheet from LSI) for each customer

appointment.



Business Development Center Sales Coordinator Job Description

· Answer all incoming phone calls according to scripts and schedule appointment

for appropriate department.

· Log all customer comments into CRM tool (LSI/Contact Management).

· Schedule follow-up contact if no appointment is made.· Contact customers using scripts in CRM tool to schedule appointments for Sales

and/or Service.

· Post scheduled appointments on appointment board in BDC as well as welcome

board in Showroom.

· Appointment schedule to receptionist/greeter.

· Follow-up with Sales Department to determine if appointment was kept and the

outcome. Schedule future contact as needed.

· Reschedule no-show customer appointments.

· Purify and update customer changes in database (ERA).

· Generate letters, postcards and emails according to contact timelines.

· Contact customers based on current marketing initiatives and incentives.

· Notify appropriate departments when an appointment is scheduled.

· Forward any customer concerns to appropriate Department manager and follow-

up.



Business Development CenterSales Coordinator Pay Plan (Tentative)

Bill Currie Ford Sales Coordinators will be compensated as follows:

Base Hourly Wage

Hourly rate will be $10.00 per hour for 1 st 60 days (training period). Subsequent hourly rate will be $8.50 per hour plus bonus outlined below.

Appointment Show Bonus

Bonus will be paid based on Appointment Show Rate (appointments made versus appointments kept).

Level 1: $5.00 per appointment kept with show to appointment rate of 50% or less. Level 2: $7.50 per appointment kept with show to appointment rate of 51 % or greater.

Delivery Bonus

Bonus will be a sliding scale based on number of delivered (sold) units.

· 1 – 10 units pays $10.00 per unit· 11 – 15 units pays $15.00 per unit· 16 – 25 units pays $20.00 per unit· 26 – 35 units pays $25.00 per unit



Business Development Center General Information

· Appointments generated by the BDC will be assigned to the salesperson of

record if previous customer or referral from previous customer. New

prospects/customers will be assigned a BDC Qualified salesperson. See

enclosed Salesperson Qualifications for details.

· Coordinator work area will consist of a 5’ X 4’ workstation, computer with

17” monitor, Dealership network access, DMS access, internet access, phone

and headset.

· BDC will have direct dial inbound phone number as well as direct fax number.· All appointments will be logged on Appointment Board in BDC as well as

Welcome board in showroom.

· Coordinators will go through on week of training before handling calls.

Training will be handled by the Dealership’s Training Coordinator. See enclosed

Training Schedule for details.

· Ongoing training will be provided by the Business Development Manager as well

as Business Development Center Consultants from Reynolds Consulting

Services.



Business Development Center Salesperson Qualifications

These are minimum qualifications that a salesperson must meet to receive

appointments scheduled by the Business Development Center. Appointments

scheduled for previous customers and/or referrals from previous customers will be

assigned to the original salesperson.

· Must be employed a minimum of 90 days.

· Must be Ford Certified Sales Consultant.

· Must have sold minimum of 7 units in previous month.

These criteria will be applied to all salespersons at the end of each month and list of

qualified salespersons will be given to the Business Development Center by the 1 st of

each month.



Business Development Center Training Schedule

Day 1 – Orientation

1) Dealership Orientation

2) Sales Overview

3) Sales Process – Basic

4) Product Knowledge

Day 2 – Systems

1) Reynolds + Reynolds System

2) Vehicle Source Books and Order Guides

3) Phone Training

a. Objectives

b. Communications

c. Word Tracks/Scripts

Day 3 – CRM Application

1) LSI Application Training

2) BDC Processes

Day 4 – Phone Training

1) Phone Scripts

2) Role Playing

3) Systems In Use

Day 5 – Review/Practice

1) Phone Scripts within LSI

2) Practice – Practice – Practice


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