In a recent episode of LotTalk, we had the pleasure of hosting Stacey Ellison, affectionately known as the CRM Queen, to unpack the nuances of lead and BDC management.
Stacey brought her wealth of experience to the table, offering actionable insights to help dealerships streamline their operations, improve employee engagement, and ultimately sell more cars. Below, we dive into the key takeaways from her discussion.
Accountability: The Pillar of Remote BDC Success
With the rise of remote work, many dealerships are exploring hybrid BDC models. Stacey shared three core practices for managing remote BDC employees effectively:
1. Call Tracking: This is non-negotiable. Call tracking not only ensures transparency but also doubles as a coaching tool, enabling managers to review calls and provide constructive feedback.
2. Daily Communication: Structured daily check-ins—morning, midday, and end-of-day—foster accountability. Stacey emphasized the importance of asking employees to report on their accomplishments, reinforcing ownership of their tasks.
3. Inclusion in Dealership Culture: Remote workers should feel like integral parts of the team. Including them in meetings via video calls or screen sharing ensures they stay connected and motivated.
Prioritizing Leads Over Tasks
One major issue in lead management is the overwhelming number of tasks that often have little to do with selling cars. Stacey highlighted the importance of focusing on customers actively shopping on the virtual lot rather than spending excessive time following up on outdated leads.
In her words, “Do today what will make you money today.” By training BDC teams to prioritize leads based on inventory and customer engagement, dealerships can see immediate results. For one client, eliminating non-priority tasks led to a measurable increase in monthly car sales.
The Power of Creative Hiring and Training
Stacey’s approach to hiring is as methodical as her strategies for lead management. She recommends:
• Observational Interviews: Candidates spend time shadowing top performers and newer hires, giving them a realistic view of the job. This helps identify the right fit while managing expectations.
• Personality Testing: Regular personality assessments can guide individual training and coaching plans. Understanding an employee’s unique strengths and challenges ensures targeted support and reduces turnover.
Effective Customer Communication: The Key Differentiator
With the average car shopper submitting 12-15 leads during their search, standing out requires creativity and empathy. Stacey’s formula for success includes:
1. Quick Response: A phone call is the first touchpoint, followed by a text and email. The key is persistence and immediacy.
2. Transparency in Pricing: Customers crave explanations, not just answers. Explaining how pricing is determined builds trust and credibility.
3. Strong Value Proposition: Beyond competitive pricing, dealerships must highlight unique offerings—like complimentary oil changes or vehicle delivery services—that set them apart.
Continuous Training for Continuous Improvement
BDC excellence requires ongoing training. Stacey emphasized using recorded calls to fine-tune communication skills, particularly in identifying customer hesitation and adjusting responses accordingly. This not only improves performance but also enhances the overall customer experience.
Final Thoughts
Stacey’s passion for helping dealerships succeed shines through in her practical advice. Whether it’s refining remote work strategies, simplifying lead prioritization, or building stronger teams, her approach is rooted in common sense and a deep understanding of the automotive industry.
As Stacey put it, “If you put the work in now, you’ll reap the rewards in three to four months.” Her insights remind us that success in BDC and lead management isn’t about reinventing the wheel—it’s about refining and rethinking the basics.
Want to learn more? Visit us at NADA 2025, where Stacey will share her expertise live. Let’s take the suck out of car sales and make 2025 the year of better processes and happier customers.
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