Pub. 15 2016-2017 Issue 1

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S I S S U E N O . 2 , 2 0 1 6 24 new jersey auto retailer The BDC is often like the bastard child of the dealership, instead of being the #1 profit center for the organization, as it should be. The Internet and Phones are the NEW Show- room Since most dealers and managers do not realize this truth, there is a lopsided allocation of all resources. Dealers operationally set up their stores like they always have. They pour time, money and energy in antiquated showroom strategies and tactics from HR to marketing to expectations. On the f lip side, the BDC gets the crumbs. Even though it is 100% transparent and where everyone goes before they set foot in the dealership. The BDC is neglected in the resources category. Google says that 80% of all transactions start on search en- gines. People find their husbands, wives, adoptive children, restaurants, houses and YES, their automobiles but yet dealers would rather throw money into the antiquated ways that do not provide adequate return on investment. And f inally t raining. Many dealers DO NOT TRAIN. They know they should train but they don’t. I have no idea why Dealers would invest $50,000 - $100,000 per month on marketing and advertising, but NOT to train their people. Too many dealerships feel that “people” are an expense instead of at precious investment for their business. There is a reason why our industry is hemorrhaging from attrition. Many dealers that attempt to train are not training correctly or are training on antiquated strategies. Practice does not make perfect. Not if you are practicing the wrong thing. Dealers need to be focused on finding the best resource for information and training. Bottom line — BDC is important and needs to be respected as a major profit center, even if it isn’t right now in your deal- ership. After you have created a powerful plan designed for your dealership’s situation, location, goals and resources, seek vendor partners that will perpetuate your vision through their technology and products. Make sure that you have the right people, the right amount of people. And of course train, train and train. Sean V. Bradley, CSP, is Founder and President of Dealer Synergy. He can be reached at 267-319-6776 or via email at seanb@dealersynergy.com. BDCS  continued from page 23