Infrastructure & Operational Secrets From an Internet Director of a Centralized BDC (3 Rooftops)

1. A majority of dealerships, even in 2021, still treat their internet director as if they are not a real manager and do not value them. Unfortunately, they are right MOST of the time. They have never taken an up, sold a car, or been a sales manager in a dealership before. A minimum of 50% of a dealership’s sales should come from the Internet sales department, so why would a dealership not have the department managed correctly? Why do most dealerships not hire high level managers to run the department that generates at least 50% of their sales?

2. Real managers are needed to run Internet Departments and BDCs, and they need to be treated as such. High performing Internet dealerships manage the department just the same as they manage their showroom floor. When a customer is physically in the dealership, you don’t let the customer leave until they buy or die. The same concept should apply to the Internet department. You have to make sure that every single connection results in an appointment. The lead should be worked until the customer “buys or dies”. Dealerships T.O. every single showroom visit, so why don’t they don’t T.O. Internet and Phone leads?

3. Having the experience of selling cars, desking deals, and being an automotive sales manager makes the Internet Director’s job not only easier, but also eliminates any learning curve. They have the knowledge, ability, and experience on how to handle certain situations such as credit, paperwork, pricing, and product knowledge, while also knowing what the next steps of the process and challenges ahead will be. It would also help bridge the gap between the Internet Department and showroom sales department when they are an experienced sales manager. They know what it is like in their shoes, making it easier to explain what the showroom needs from the BDC, but also how to properly articulate what the department needs from the showroom sales department. Additionally, a high level manager running the Internet Sales Department eliminates another issue seen at many dealerships. At many car dealerships, the Internet Director is not respected by the sales associates because they do not view the director as a real manager.