Training a New Business Development Representative - AutoSuccessOnline

Training a New Business Development Representative

It’s important to continue ongoing training. A good BDC trainer will make sure they are constantly updating their training materials with new items and technology.

The key to a successful BDC is making sure:

  • You have properly trained your staff,
  • They know how to handle their job via the resources you have provided to them
  • They know what is expected of them

After completing a successful training program, you will be able to hold your staff accountable and have a benchmark to hold them to.

I recommend putting together a detailed outline that covers all items you will want your business development representatives (BDRs) to know. This includes:

  • HR Paperwork
  • Expectations
  • Software Videos (Outlook, CRM)
  • Phone System
  • BDC Items (Script, Objections, Different Types of Leads, etc.)

Take the time to be thorough in the beginning so you don’t have to go back and retrain while also un-training bad habits (at the end of this article is an example of an outline I use).

Put together a manual with handouts, screen shots, videos, tests, and so on so that each BDR goes through the same training and knows the same material. YouTube is a valuable resource for videos on items such as Office programs and proper phone skills. I recommend the Steve Stauning website for information on setting appointments and overcoming objections. He does a fantastic job talking about the best ways to set appointments and has tests available at the end of each section. Put together documents explaining each type of lead that a BDR might encounter at your dealership and the best way to handle these leads with scripts, rebuttals, etc. I started a library of recorded calls by recording different call types, rebuttals, objections and questions that customers ask so BDRs can listen to these calls during training to hear how these different situations are handled.

Finally, have a BDR mirror a more experienced BDR for the day listening to their calls and entering this information into your CRM. There is no better training than real-world practice. This also allows the new BDR to ask questions of the more experienced BDR.

Remember that once a BDR goes through the initial training, that training does not end here. It’s important to continue ongoing training. A good BDC trainer will make sure they are constantly updating their training materials with new items and technology. I choose a new rebuttal/question every week and I have every BDR call me and answer this question. For example, I ask them to call me and answer the following question: “Please send me your best and lowest price.” This allow the BDR to think about and respond to the question in a low-stress environment. After listening to the calls, I respond back to each BDR providing them with constructive criticism and sending out the best calls for the team to listen to.

You want to provide all necessary resources for a BDR to do their job effectively. Spend a decent amount of time in the beginning explaining the materials and documents you are giving them. Have them watch training videos, take notes or tests and turn this information back into you so you can confirm the material was reviewed and understood. If problems do arise later down the road and you need to cut ties or make changes, you know that you gave each BDR the necessary resources and training to succeed and, if things don’t work out, it wasn’t because you didn’t provide enough assistance.

BDC Training Outline
Day 1

  1. HR Paperwork
  2. BDC Expectations
    1. 160 calls per day
    2. Two to three hours of phone time per day (this includes talking to customers and leaving message; it does not include ring time)
    3. 40 to 60 percent contact rate (Talk to 40 to 60 percent of the customer you call)
    4. 40 to 60 percent appointment set rate (Set appointments with 40 to 60 percent of the customers you talk to)
  3. Outlook Videos (Email System)
    1. Basics –
    2. Intro –
  4. MXIE Videos (Phone System)
  5. Phone Skills Videos
    1. How to Speak Effectively Over the Phone –
    2. Telephone Etiquette –

Day 2

  1. CRM Training and Videos
  2. Appointment Videos – Steve Stauning / Setting Appointments that Show
    2. Test
  3. Objections Videos – Steve Stauning
    2. Test

Day 3

  1. Types of Leads / Scripts
    1. Vehicle Inquiry
    2. General Inquiry
    3. Trade In
    4. Credit App
    5. Appointment Confirmation
    6. Missed Appt
    7. Incoming Call
  2. Recorded Calls
  3. Objections/Rebuttals

Day 4

  1. Sitting with/Shadowing an Experienced BDR

You May Also Like

How to Boost Appointment Conversions with Positive First Impressions

It’s crucial to equip your staff with effective phone handling strategies that can make a lasting impression and persuade callers to choose your dealership.

Your dealership only has seven seconds to make a positive first impression with potential buyers. Oftentimes, a first impression is made before your leads walk through your doors. Prospective buyers typically invest a significant amount of time conducting research and reaching out to different stores to determine where they’d like to purchase their vehicle. Therefore, it becomes crucial to equip your staff with effective phone handling strategies that can make a lasting impression and persuade callers to choose your dealership. By implementing these proven strategies, you can help your dealership stand out against the competition and greatly enhance customer experience.

Why Data Security Must Be a Priority in Today’s Automotive Retail Market

Dealers who gain a better understanding of data security and how data relates to industry trends will ultimately find themselves in a better position to achieve long-term goals.

The Digital Dilemma: How to Rethink Sales and Delivery to Drive a Successful Car Buying Future

By taking the right steps, traditional car dealers can still compete, win and flourish, even as digital sales become more prolific.

Revolutionizing Auto Service: How Digital Tools Are Transforming the Auto Dealership Landscape

Remote diagnostics, over-the-air updates, faster service appointments and less vehicle downtime all represent the emerging reality of remote automotive services.

147,348 Reasons Why Customer Experience & Dealership Loyalty Matter – The Power of a Point

That’s the annual average revenue increase a dealership can expect to realize by raising its customer satisfaction score by a single point.

Other Posts

Finding the Cause of Brake Pulls

Here are a few tips to follow when diagnosing brake pull during a test drive.

How to Turn 1.5HPRO into 2.0HPRO

With all the downward pressure on sales per repair order, how do you take your service advisor from average or below average to a service sales superstar?

Why More Dealers Are Enabling Sales Staff to Present F&I Products Earlier in the Shopping Process

Establishing a more consistent customer experience between departments is one way more dealers can develop a successful F&I ecosystem.

Letter of Resignation, Effective Immediately

Are you letting your fixed operations gross profits walk out the door and down the street to your competitor?