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What constitutes an appointment?

Discussion in 'CRM, ILM, and Desking Support & Best Practices' started by NHHarleyguy, Apr 18, 2017 at 1:33 PM.

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  1. NHHarleyguy

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    I am in the process of re-structuring our BDC and I am struggling with what should be a simple question... What constitutes an appointment? Obviously when a rep speaks with a customer and schedules an appointment that is easy. The question that I have is if a rep has on-going contact with a customer and calls when the customer is on their way in... Or a customer calls when they are on the way in. Should these be paid? The argument could be made that it was the contact and rapport built with the rep that drove the customer in. Either way, the rep needs to get the customer on the schedule so the sales team knows they are coming but what is fair as far as compensation?
     
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  3. craigh

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    What we used to do is export a list every month of who the BDC made contact with (not left a message, made personal contact).
    We then ran that against sales records and appointment log at the dealership to determine which customers we "impacted" into visiting the dealership.
    The issue is that you need access to the dealer's data and they need to record things properly. I've seen plenty of sales guys slack off on the recording if it makes their closing rate look bad. A dealership with a good greeter that records traffic and names properly will make BDC reporting much better.
     
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  4. NHHarleyguy

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    Craig does it make sense that a percentage of those customers may have visited the dealership anyways? I want to keep it fair for the reps but also to make sure that they are setting appointments and not simply asking customers to reach out if they are coming in to get them on the schedule etc.
     
  5. craigh

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    It's always possible, but that gets into the granular details.
    When I was managing the BDC I had to go into each "bucket" or "schedule" and make these sort of judgement calls individually.

    Example 1:
    Calling customers 7 days before they're due for an oil change, asking them to come in for an oil change.
    There's a high chance these customers were already going to come in for an oil change, we're just working on retaining more of them.

    Example 2:
    Calling customers who have 18 months left on their finance payments asking them to come in for a free appraisal of their vehicle.
    These customers are not necessarily on the cusp of coming in to review their options, but they're also seeing the light at the end of the tunnel and could be considering a buyout or a change up.

    Example 3:
    Customer submitted a lead on their own, BDC is doing follow up call.
    Any way I slice it, this customer showed intent before we spoke to them. That appointment should be attributed to the original point of contact (unless you've got Kevin Frye levels of attribution going on) and taking credit for sealing the deal isn't necessarily credit for the appointment.
    That said, most dealers I work with still attribute that appointment to the BDC.
     
  6. NHHarleyguy

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    Anyone else have any insight as to what they pay on as far as appointments?
     
  7. Jeff Kershner

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    Appointment to SHOW; within the designated time period your dealership decides on.
     
  8. craigh

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    Do you only pay for show?
    We always had 2 rates - 1 rate for a confirmed appointment, 1 if they showed up.
    Technically there was a 3rd if that customer bought a car within 30 days.
     
  9. Stauning

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    You pay for shows only, and only within a strict time window (like 45 minutes either way). Anything outside that time is not an appointment and no one deserves a lick of credit for it.

    Today's buyers visit just 1.6 lots before they buy. You MUST be the first store they visit if you want to get more than your share of the buyers. Paying your BDC for talking to someone, but not getting them set and keep a firm appointment, is asking them to set soft appointments. Soft appointments show at an alarmingly low rate; and when they do show, your team cannot be ready for them.

    This is because an internet customer that arrives on the lot without an appointment is just a Traditional Up. If you are an average dealer, your team closes about 2 of every 10 Traditional Ups. However, these same average dealers close about 5 of every 10 internet appointments that show on time.

    If you're looking for a pay plan that supports these rules, I posted one here: http://askthemanager.com/2015/02/the-five-absolute-musts-for-a-successful-automotive-sales-bdc/
     

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