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Hire The Right Business Development Manager
Hire The Right Business Development Manager
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Often, when dealers are contemplating starting a business
development center (BDC) in their dealership I am asked, "Who
should run the BDC?" The question I should pose to that dealer
is: how good do you want your BDC to be? A business development
manager (BDM) is directly responsible and accountable for
maximizing sales and profitability of the BDC to agreed levels of
performance. To achieve top performance, you have to hire top
talent.
Before you begin searching for the right BDM, you will need to
understand the proper dealership personnel structure once you
implement a BDC.
SalesDepartment BDC
Dealer Dealer (or GM)
GM BDM
GSM BDL
Sales BDR
Your new BDC will adopt the attitudes, work ethic and beliefs of
its leader. If you put someone in charge who doesn't project the
image you want for your dealership, your dealership image will
change over time— the individual in charge will not! Regardless
of whether you have already hired or have yet to hire this
individual, the candidate needs to have the attitude, work ethic
and beliefs of the dealership owner. The BDC will become the
voice of your dealership in the community. What do you want it to
sound like?
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This individual will work with those directly in his or her
department, but they will also interact with those individuals
who mean the most to you— your customers. The BDM will also
communicate with the sales department and finance office in
reconciling appointments and sales. Therefore, the BDM must be a
team player for the dealership, not just the BDC.
As the old saying goes, "You can't manage what you don't
measure." So, last but certainly not least, are the BDM's
productivity measurement duties, which include:
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• Assure all scheduled appointments are solidly confirmed.
So, I'm back to my question of how good do you want your BDC to
be? If you want your BDC operating at benchmark levels of five
appointment shows per BDR each day, you have to search for and
hire the best communicator to run your new department.
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