Business Development Centers (BDCs) have been around for decades, yet most dealerships still treat them like a necessary evil. They stick a few entry-level employees in a windowless room, hand them a phone book, and say, “Make calls.”
Then they wonder why turnover is 300% and show rates are under 40%.
If this sounds like your store, you don’t have a BDC problem. You have a BDC training problem.
The Purpose of the BDC
Let’s clarify one thing: The BDC does not sell cars. The BDC sells appointments.
The moment your BDC agent starts discussing payments, trade values, or interest rates, they have lost control of the call. The goal is to get the customer into the showroom. That requires a very specific set of word tracks and psychological skills.
The “Price” Objection
Every BDC agent dreads the question: “What’s your best price?”
Untrained agents crumble. They either give a price (which is usually too high for the customer without context) or they say, “I don’t know, come in,” which frustrates the buyer.
Effective automotive BDC training gives agents the tools to handle price objections without being evasive. It teaches them to build value in the visit, not the vehicle.
- “Mr. Customer, I can certainly get you that price, but since we have 300 vehicles in stock, I want to make sure we’re pricing the right one. When can you come in to verify the equipment?”
Accountability is Key
You can send your team to training, but if you don’t hold them accountable, it’s a waste of money. Who is listening to the BDC calls? Who is grading them?
If the answer is “nobody,” then your BDC is burning money.
Turn your BDC into the profit center it was meant to be. Explore the industry standard for BDC Training and start seeing more faces in your showroom this weekend.
