the · 2017-07-07 · call cadence for leads generated during business hours ... whether you have a...

Ultimate Guide

The Tips, Tricks and Strategies You Need ToDramatically Increase Appointments

From The Leads You’ve Already Got

To A Powerhouse

BDCBDC

The

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2 | Traffic Institute | The Ultimate Guide To A Powerhouse BDC

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Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04

Step 1: Increase The Efficiency Of Your Lead Handling Process . . . . . . . . . . . . . . 07

Increase The Efficiency Of Your Hiring And Training Process . . . . . . . . . . . . . . . . 08

Use A CRM Modeled On Efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Step 2: Recalibrate Your Lead Handling Process To Be More Effective . . . . . . . . 14

Call Cadence For Leads Generated During Business Hours . . . . . . . . . . . . . . . . 16

The Missing Piece . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

TABLE OF CONTENTS


W hether you have a dedicated BDC to handle your leads or your sales team handles lead follow-up, having a process that reliably converts leads to appointments at a

high percentage is essential to your dealership’s success.

Think about it: If you could increase the number of leads you schedule for appointments, even if your show rate stayed the same, would you be able to sell more cars? Of course!

And so increasing the efficiency and effectiveness of the way you handle leads becomes one of the biggest opportunities for any dealership. It’s a surefire way to increase sales without spending more money.

But developing strategic processes is hard and time-consuming work. That’s why we’ve put together The Ultimate Guide To A Powerhouse BDC. These are the exact strategies we used in our own company and that we’ve helped dealerships across the country implement to start handling more leads, faster.

These are proven methods that will increase the efficiency and effectiveness of your call center. But first, it’s important to understand what causes a breakdown in most lead handling processes in the first place.


After careful consideration, we’ve determined that there are 3 major problems with the

traditional call center model:

THE PROCESSES ARE TOO COMPLEX

THE TECHNOLOGY IS TOO CUMBERSOME

DEPARTMENT MORALE IS POOR


Ultimately, these issues combine to create an efficiency nightmare that is impossible for any manager or business owner to combat, resulting in a perpetual cycle of under-performance, low morale and unacceptable output. In other words, it leaves your lead-handling machine inefficient and ineffective.

WE CAN DO BETTER!

And in the following pages we’ll show you how to overcome these challenges and increase both the efficiency and the effectiveness of your lead handling machine. So you can start working more leads, setting more appointments, and closing more opportunities from your lead follow up system today.


Step 1: Increase The Efficiency Of Your Lead Handling Process

Most lead handling systems fail right out of the gate because they lack optimizations that make the process streamlined and efficient. Approaches like these fail to deliver the expected results because they are too complicated on practically every front, from training to software to call flow. The easy win here is to increase the efficiency in each of these key areas because greater efficiency means more productivity. So let’s break this down piece by piece.


FIRST, INCREASE THE EFFICIENCY OF YOUR HIRING AND TRAINING PROCESS

Most dealers and managers we speak to hate recruiting. The process of gathering and reviewing resumes, sorting through candidates, conducting interviews and selecting who to bring on board is a major time suck. But you can turn this process from painful to profitable with just a few essential tools:

We have all three of these figured out, and we’ll show you exactly how to setup and execute it.

A reliable system for getting, sifting and

sorting resumes

An effective job posting and title that appeals

to the right person and sells your store

An efficient process for interviewing candidates

that makes it easy to select the right people


To increase the efficiency of your hiring process, first we recommend that you find a software the makes the process of collecting and sorting resumes easier. There are lots of options out there. We use JazzHR, but you should find one that works best for you. Once you sign up, you’ll be able to access and edit all of your job postings in one convenient location.

After setting up your new software, you’ll need to develop an effective job posting that attracts high-quality applicants. This is extremely important! You should approach your job posting the same way that you approach writing an ad. It should have a strong headline that attracts top talent and promotes the benefits of working for your company.

Finally, and this is probably the biggest efficiency gain to be made in the hiring process. You have to pick winners and get them productive—FAST!


We often hear about dealers and managers spending weeks interviewing and training new reps. Some new-hires are in training for weeks before they get on the phone. This doesn’t make any sense, and it’s not an efficient or effective practice.

This causes a big problem when you realize that someone isn’t a good fit, so we recommend getting prospective employees on the phone as quickly as possible, ideally during the interview, so you can hear how they perform on the phone before you even offer them the job.

If a candidate demonstrates call reluctance, can’t make a connection on the phone, and can’t deliver the script, they aren’t a good fit for the role.

But this raises another BIG opportunity for increasing efficiency within the lead handling process. We’ve heard of some dealerships spending as long as five days training BDRs on the CRM system, the features and benefits of vehicles, social media tactics, online video techniques, email process and call logic.

If it takes more than an hour to train a new BDR, your system is too complicated. Simplifying your processes will allow you to get new-hires up to speed faster and will make your department run more efficiently day-to-day.


AND THAT'S WHY YOU MUST USE A CRM MODELED ON EFFICIENCY THAT SIMPLIFIES THE PROCESS OF DECIDING WHO TO CALL

Most systems dealership use for handling leads are too clunky, too cumbersome, too confusing, show too much data and leave too much choice in the hands of the caller. All of this slows down the process of booking an appointment because it slows down the process of making the next call. Reps spend more time than necessary reviewing all of this data which doubles or triples the time required for each dial attempt and damages the efficiency of the department.

Additionally, nobody is capable of managing call flow logic and lead priority scoring on the fly. But in many BDCs you’ll find people staring at their workflow trying to decide whom to call next.

In our experience, all of this complication leads to confusion. And confusion leads to inactivity and low morale.


Meanwhile, your lead handling system should be as simple as click, dial, next, if you want real efficiency that will allow you to make more calls and book more appointments. The goal here is to create well-oiled machine that runs from one lead to the next with no lost time between attempts.

You get there by simplifying the processes for whoever is handling your lead follow ups. Remove the specificity from their job and make the main focus setting appointments. It isn’t necessary for your reps to have knowledge about specific vehicles in order to book an appointment, or in terms of a sales team, to share any information they do have. Their main goal should be to get the customer to come into the dealership where they can meet with an expert who can help them find the perfect vehicle for their situation.


Giving leads too much information on the phone not only slows the process down, it usually results in giving the prospect just enough info to decide NOT to set an appointment.

Ultimately, complication in your systems is damaging the efficiency of your lead handling machine. And when efficiency is sacrificed, it impacts your ability to have effective lead follow up because too much time is being lost. However, once you’ve fixed your efficiency problems, you’ll still need to make sure your approach will guarantee success.


Step 2: Recalibrate Your Lead Handling Process To Be More

Effective

Check in at any BDC in the country, and you’re virtually guaranteed to find that not enough calls are being made to each prospect. Even worse, the calls that are being made aren’t being made strategically.


Beyond the efficiency drain of the decision-making process, consider whether or not the RIGHT decisions are being made. Our own research and experience has demonstrated that employees will “decide” to place fewer than half the calls necessary (on average) to reach each prospect. And most call flow strategies require far too few touch points spaced over far too long a time period. This takes a major toll on how effective your lead handling process is going to be.

HOW DO WE KNOW?

The research is very clear on this point: the value of a lead drops like a rock as time passes after the lead has opted-in. In fact, studies show that a lead called in the first five minutes has a ten times greater chance of being reached than a lead called just one hour after being created. And a lead called in the first five minutes is four times more likely to be reached than a lead called just ten minutes after being created.

VALUE OF A LEAD OVER TIME

Valu

e

Time Since Lead Acquired

15 | Traffic Institute | The Ultimate Guide To A Powerhouse BDC15 | Traffic Institute | The Ultimate Guide To A Powerhouse BDC

That’s why you must have a strategic way to attach priority to new leads and a cadence that increases the likelihood that you’ll reach leads in the golden window of opportunity that occurs shortly after lead creation.

If you want the greatest number of appointments possible, then you need to be striking while the iron is hot. Ideally, you should be calling a lead while they are still on your website.

Over time, we’ve developed a cadence that will allow your team to dramatically increase their speed to lead, while simultaneously increasing the likelihood your team will reach leads during this golden window of opportunity.


Call Cadence For Leads Generated During

Business Hours

When you implement this cadence using an automated process that triggers each call for each lead at the specified time, you will be able to work more leads and book more appointments.

Day 1

Day 2

Day 3Day 5

Day 10Day 14Day 21Day 28

Day 7

Call 1 Immediately (they should still be on the web site)

Exact same time lead arrived on day 1


30 minutes after call 1

10 minutes after lead arrived

30 minutes after lead arrived

Between 6:00 PM and 8:00 PM

Between 8:30 AM and 10:00 AM


Between 10:00 AM and 12:00 PM





Call 1

Call 1

Call 1

Call 1

Call 1

Call 1

Call 1

Call 1

Call 2

Call 2

Call 2

Call 3

Call 4 (optional)


The Missing Piece

Ultimately, no one idea or combination of ideas will be sustainably effective and efficient in the long term without strengthening the cultural foundation of your team. You can change scripts, processes, policies, procedures, technology and many other elements along the way, but the biggest and most immediate boost in performance usually comes as a direct result of a culture change.

Let’s face it, making phone calls all day is TOUGH! You face bogus phone numbers, people hanging up on you, rejection…and it’s not even 10:00 AM. Add to this the fact that the lead follow-up is often undervalued, and it’s no wonder that the morale in most call centers is pretty low.


But leads are the lifeblood of your business. So if you want it to generate results that have the power to change your business, you need to invest in the people, the culture, the process and the strategy to increase the efficiency and effectiveness of your lead follow up machine. In many cases, the common problems found in most systems can be solved by simplifying the work and hiring all-star players that shine on the phone and book appointments consistently. Stop asking your reps to sell cars over the phone, and start helping them sell appointments and the benefits of doing business with your dealership.

When you give employees a clear purpose and a mission, they ultimately become more engaged and more productive.


Request Your FREE Traffic Scale Report today to see how much

more traffic your advertising could be generating using this

secret formula.

100% Customized • Simple StrategiesGuaranteed Results

Click Here to Claim Yours

FREE, CUSTOMIZED TRAFFIC SCALE REPORT



Jimmy Vee & Travis Miller are experts on attracting customers, authors of Gravitational Marketing: The Science of Attracting Customers and founders of The Traffic Institute.

If you’re interested in more information on how to multiply the amount of leads and traffic your store is seeing, give us a call right now at (407) 505-6494. Let us show you how you can start selling more now, just call (407) 505-6494.

Travis MillerThe Big Idea Guy

Jimmy Vee The Five Foot High Marketing Guy

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