In automotive dealerships, efficiency and effective communication can make or break a sale. Stacey Ellison, affectionately known as the “CRM Queen,” joined the LotTalk podcast to share invaluable strategies for optimizing CRM processes and transforming BDC operations. Her journey from BDC agent to industry leader is a testament to the power of well-implemented processes and training. Here are some of her key insights:
The Foundation of CRM Success
Stacey emphasized that the cornerstone of a successful CRM is building a relationship with the customer. She recalled her early career days when CRMs were nonexistent and processes were improvised at best. The introduction of CRM tools was a game-changer, providing structure and clarity to follow-up processes.
“A CRM tells you what to do, when to do it, and why to do it,” she shared. “It’s the easiest thing in the world if you have the right people and training in place.”
Effective Follow-Up: It’s About Quality, Not Just Quantity
BDC teams often fall into the trap of being order-takers, simply going through the motions of calling or emailing to “stop the clock.” Stacey strongly advocates for personalized, meaningful communication that engages customers.
• Prioritize phone calls: The first point of contact should always be a phone call, followed by a text or email. If a customer doesn’t pick up, follow up promptly to increase the likelihood of connection.
• Add value to every interaction: Whether it’s a voicemail, text, or email, Stacey stressed the importance of including relevant information that ends with a question to keep the conversation going.
• Be creative: Video emails, personalized texts, and timely follow-ups based on data trends can set a dealership apart. As Stacey put it, “What are we doing to be creative? Customers are submitting multiple leads—you have to stand out.”
Hiring and Training: The Backbone of a Strong BDC
Stacey’s approach to building a stellar BDC team begins with a rigorous hiring process. From personality assessments to in-depth interviews, her methods ensure candidates align with the sales-driven nature of the role.
• Hire slow: Stacey believes in investing time upfront to find the right fit. Candidates must not only understand the job expectations but also demonstrate an aptitude for sales and communication.
• Never stop training: Continuous role-playing, live call evaluations, and skill drills are non-negotiable. Managers must lead by example and ensure accountability in training programs.
“I’ve had BDC agents learn scripts in a day, while others take four months. It’s all about consistent training and accountability,” she noted.
The Data-Driven Advantage
Dealerships often underutilize the data available in their CRMs. Stacey highlighted the importance of analyzing metrics to identify trends and optimize operations.
• Study lead behavior: Understanding when and how leads are generated can help dealership staff appropriately and refine follow-up strategies.
• Use CRM insights to adapt: Adjusting communication strategies based on customer data ensures efforts are targeted and effective.
“Look at your CRM data to understand where customers are in the process. It’s not a hindrance—it’s your guide to success,” she emphasized.
A Culture of Accountability
For BDC teams to thrive, dealership leadership must foster a culture of accountability. Stacey believes managers should actively participate in training sessions and regularly review team performance to ensure alignment with dealership goals.
“Managers need to show up and let their teams know they’re watching and supporting them,” she said. This active involvement reinforces the importance of BDC efforts and keeps the team motivated.
Back to Basics
Stacey concluded by urging dealerships to return to the basics. In an industry that has seen rapid change, foundational skills like relationship-building, consistent follow-up, and team accountability are more critical than ever.
“The work has always got to be done,” she said. “You don’t have to fix everything at once. Start small, focus on one issue at a time, and build from there.”
For dealerships looking to elevate their CRM processes and BDC operations, Stacey’s advice is a roadmap to success. By combining the right tools, training, and leadership, dealerships can create a customer experience that drives results and builds trust. If you’re interested in learning more from Stacey or accessing her resources, connect with her via LinkedIn or reach out through the LotTalk podcast team. Let’s keep the conversation going and help dealerships thrive in a competitive market.
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