To that end, each ISC is required to be certified in two brands, sometimes more, depending on the typical lead volume generated by the respective brands. Stewart explained that even though the ISCs do not sell the vehicles, they need to have excellent product knowledge in order to provide the best possible customer service. For now, Stewart said, “We’re really focused on growing the sales side of the BDC first, and then once we feel like that’s good and solid … we’re going to explore expanding the service side of it.”Ī rather uncommon trait of the New River BDC is that while the department itself is centralized and serves the entire auto mall, individual ISCs are specialized in specific vehicle brands. The BDR is focused on setting service appointments from the dealership’s monthly email campaigns, contacting existing customers who have not been back into the dealership for a while, and calling vehicle owners regarding open recalls. “They know the product but ultimately they’re focused on selling the appointment and the dealership, not selling the car.” “It’s important they don’t try to be,” she said. Stewart said ISCs are not nor are they intended to be vehicle salespeople. The job of an ISC is to respond to the leads by phone or email, assist the customer with any information they need, and set an appointment at the appropriate store. “There’s no reason why should eat up an Internet sales coordinator’s time,” said Stewart. Of course, not all of those calls are sales inquiries, which is why the BDC always has at least one receptionist on duty (two on high-call-volume days i.e., Monday and Friday) to route calls to the appropriate places. “The only way a customer will get is if they find an online number, and that’s a lot of calls,” she said. The eight ISCs work both Internet and telephone leads, since all phone traffic coming from the auto mall’s numbers listed online is routed through the BDC. In Hardeeville, S.C., the New River Auto Mall's centralized BDC is housed in the Hilton Head Chrysler Jeep Dodge Ram store and handles all the business development efforts for the auto mall's nine rooftops and 15 franchises. Stewart, who started the BDC with a staff of only two, now oversees eight Internet sales coordinators (ISC), two full-time receptionists and one business development representative (BDR). That BDC, now housed on the second floor of Hilton Head Chrysler Jeep Dodge Ram, is a centralized operation serving the entire auto mall.

“It didn’t take long for me to realize that it wasn’t consistent and some stores were doing better than others,” hence the need to develop a BDC. The auto mall, which is in Hardeeville, S.C., encompasses nine rooftops and 15 franchises, and the stores “all had very different processes and they handled their follow-up differently,” said Stewart.

President and Dealer Principal Warner Peacock believed his stores were not handling Internet leads as effectively as they should and brought Stewart on board in July 2009 as a business development coordinator to make sure Internet leads were properly logged into the CRM system and assigned for follow-up. Business Development Manager Amanda Stewart said a lot has gone into making the auto mall’s BDC what it is today. Ft.In less than two years, New River Auto Mall has gone from not having a business development center to having a BDC that works over 1,300 leads each month and is responsible for between 30 and 50 percent of total dealership sales each month. Payment options: All Major Cards, American Express, MasterCard, VISAĪdditional: Warehouse Savings, 10,000 Sq.

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