The credit application is
Wells' favorite electronic
lead for the business
development center. It
connects customers
with a fnancial advisor
and gets them one step
closer to setting foot in
the dealership.
convert that lead to an appointment, you must equip your BDC
reps with a better ofer than
the one displayed. If the car is
priced at $19,850 and a customer
clicks the "Get ePrice" button,
f lls out the form and waits for
your reply, they're expecting a
lower price. Consider creating a
coupon for setting a priority appointment or a pricing grid that
uses a formula to quickly calculate a lower price.
4. CREDIT APPLICATION
Te credit app is my favorite
electronic lead for a BDC by far.
Get those customers in the door,
introduce them to a f nancial
advisor, establish a line of credit
and show them the cars that
meet their needs and the bank's
conditions. You can even take
delivery the same day.
5. TRADE EVALUATION
Te "What's My Trade Worth?"
button comes in right behind
the credit app for capturing customers who are in "transaction
mode." You must call those customers immediately. Your web-
site just told them their car is not
worth what they owe. Tey need
to know it's not a problem. Be
ready with a frm cash ofer, the
perfect replacement vehicle and a
proposal in writing.
Your BDC works with leads
of all kinds, but these fve calls
to action will produce a close rate
anywhere from 15 to 30 percent.
Do everything you can to get
your BDC structured, trained
and ready to rev up the sales with
a BDC-optimized website.
9OUVE GOT PAPER
7EVE GOT CASH
s 0ORTFOLIO !CQUISITIONS
s &LOW; 0ROGRAMS
s #OMPLIANCE 0RODUCTS
1-800-994-0898
WWWSFGlNANCECOM
Let's
talk.
Where Relationships
and Integrity Matter.
AUGUST 2013 • AUTODE ALE R MONTHLY.COM
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