McDonald Automotive Optimizes BDC training and Increases Internet Close Ratio as much as 12%
The five McDonald Automotive stores in Central Michigan needed improved BDC training and a revitalized automotive digital marketing strategy. Online sales were stuck at a low 3 percent, in large part due to challenges within their centralized Business Development Center (BDC). BDC Representatives were struggling to effectively manage incoming leads, and lead follow-up was falling through the cracks. In addition, outdated customer engagement strategies were failing to resonate with potential buyers.
New processes and training
To increase the productivity and effectiveness of their BDC training, the dealer group turned to Proactive Dealer Solutions to implement new processes, training, and ongoing consulting. First up was helping the group hire a new BDC Manager. Proactive Dealer Solutions then helped the group establish a lead management process that all Representatives would follow across the board, collaborated to set a bold but achievable target of 1% monthly increase in Internet sales, and provided auto dealer training, coaching, and guidance on implementation.
Getting the whole team involved
It’s human nature to fight change, and it was no different at the McDonald stores. Proactive Dealer Solutions helped the group push through resistance with a top-down approach where everyone from Sales Managers to Representatives understood why the new process was important, and how the new BDC training would benefit the stores as a whole and employees. “There was a disconnect between the process and having people understand it,” explained Mark Prolopenko, Vice President, McDonald Automotive. “Having Proactive coming in and making sure the process continues to work makes a big difference.”
Innovative customer engagement strategies
McDonald Automotive understood that simply responding quickly to leads wouldn’t win sales today. Customers expect personalized, seamless experiences that provide value at every touchpoint. “We have to separate ourselves from the competition with a great customer experience,” said Prolopenko.
In their BDC training implementation, Proactive Dealer Solutions created communication guides and templates to help Representatives more effectively engage with customers. Successful communication takes more than a template or a script, however. So, Proactive Dealer Solutions incorporated actionable best practices for lead management along with their auto dealer training that used practical application scenarios and role playing. This approach helped Representatives better engage with leads and move them to the next step in the buying process.
In sync with better communication strategies, the dealer group also began to lean on video to drive great experiences. Millennials and Generation Z, in particular, respond very well to video and represent the biggest groups of buyers today. Representatives began shooting simple video walk-arounds, for example, with personalized messages. The dynamic content resonated with customers and helped drive further engagement.
Proof in the results
With a lead management process in place, ongoing BDC training for the entire team, and compelling customer engagement strategies, the dealer group’s Internet close ratio went up significantly.
“Having Proactive Dealer Solutions on your side to help train, set up processes and do it right make a big difference. There’s no Easy Button, but Proactive helped right from the beginning and they continue to help us today.”
-Mark Prokopenko - Vice President, McDonald Automotive
In slightly over one year, online sales jumped from 3 percent to 7 percent across all stores, with McDonald Chevrolet Buick reaching 12 percent in January 2024. The dealer group is now a leader in dealership online sales in its region.
Revisit, revise and tweak
McDonald Automotive views their BDC process as a living document. It needs to be regularly revisited and revised to get the metrics they want. “We certainly have a monthly review,” Prolopenko explained. “We look at closing ratios from all sources and tweak our process to get the results we want. If we’re not where we want to be, we work backwards to find and fix the leaks, whether it’s not enough appointments, shows or sales.”
Watch our full video interview with Mark Prokopenko here:
Follow Us
