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Technology in Business Development
Technology in Business Development
Technology in Business
Development
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We can’t wait for success to come to us. We have to go after it,
and technology can help in a lot of ways. Technology can enhance
communication with prospects, target certain segments of past
customers, locate new customers who are in the market for a
vehicle and simplify certain BDC processes.
Other campaigns take the “Law & Order” approach. The show pulls
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ideas from the headlines to create storylines, just as dealers
can pull ideas for campaigns. For example, when the news
headlines read about stimulus packages, some dealers ran
campaigns promoting their own versions of stimulus packages for
customers.
The BDC can also do more to drive traffic to the service drive
beyond making appointment-reminder phone calls. A lot of your
marketing efforts can be done through a BDC, so if you’re making
cutbacks, why not do the work in-house if you’ve got the people
and technology? In addition to generating sales leads organically
through your database, you can generate organic service leads.
Imagine how much more money you could make if you got more
aggressive at getting all your sales customers and out-of-
warranty customers to return as service customers. A couple
examples of successful ways to drive traffic to the service
department organically include promoting extended service
contracts to customers whose warranties recently expired or to
customers who haven’t been to the dealership service department
in the past 90 days.
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Technology can be your best friend or your worst enemy. For
example, some lead management software seems like it requires a
Ph.D. to operate. There are many options available so it need not
be that complicated or your staff won’t use it. Training is
another area that has been enhanced by technology. Beyond
Webinars, video phones with broadcast capabilities allow
interaction between trainer and employee without paying to bring
the trainer in or send the employee offsite.
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