Unlock Automotive BDC Success: The Power of Comparables

When a customer submits a lead on a vehicle, it might seem straightforward: they want that exact car. But the reality is more complex — and understanding this can dramatically improve your Business Development Center’s (BDC) lead-to-sale success.

Mary’s Story: A Common Scenario

Imagine Mary submits a lead on a brand-new red sedan listed on your website. She’s interested, but is she locked in on that exact car?

• How often does Mary end up buying that exact vehicle?
  Research and industry insights show it’s often less than 50%. Many shoppers are flexible, willing to consider alternatives if their first choice is sold or unavailable.
  
  
• What if someone else buys that red sedan before Mary?
  This is a common occurrence. The vehicle Mary initially wanted might get snapped up by another buyer, leaving her interested but needing alternatives.
  
  
• How often is this happening to car shoppers?
  The vast majority of shoppers are in this position. Most are browsing multiple options, comparing features, pricing, and availability.
  
  

Why Sending Comparable Vehicles Matters

Your BDC’s ability to promptly send comparable vehicles — similar models with matching features, colors, or price ranges — can make or break the sale. Here’s why:

• Keeps the Customer Engaged: Instead of losing Mary’s interest when the exact car is unavailable, sending comparable options keeps her actively considering your dealership.
  
  
• Shows Expertise and Care: When your BDC team thoughtfully suggests alternatives, it demonstrates that your dealership understands the customer’s needs and is committed to helping them find the right vehicle.
  
  
• Increases Lead Conversion Rates: Dealers that regularly send comparables see higher conversion because they capture buyers before they move on to a competitor.
  
  
• Optimizes Inventory Movement: It helps dealerships move more vehicles by matching buyers to cars that fit their preferences, even if it’s not the original choice.
  
  

What’s Your BDC’s Process for Sending Comparable Vehicle Info?

Take a moment to evaluate how your BDC handles comparable vehicles:

• Do your BDC reps have quick access to updated inventory data to find alternatives?
  
  
• Are comparable vehicles presented in a personalized, customer-centric way?
  
  
• Is there a follow-up system that tracks customer responses and adjusts recommendations accordingly?
  
  
• How fast is your team at responding when the original vehicle is sold?
  
  

How Often Do Buyers Purchase Comparable Vehicles?

Studies and dealership experiences show that up to 60% of buyers end up purchasing a vehicle other than the one they originally submitted a lead on. This highlights the critical importance of being proactive and responsive with comparables.

Final Thoughts

In the competitive automotive market, your BDC’s ability to send timely, relevant comparable vehicle information is a powerful tool for converting leads into sales. It keeps shoppers like Mary engaged, builds trust, and drives revenue.

If your dealership hasn’t already optimized this process, now is the time to start. Empower your BDC team with tools and training that make finding and sending comparable vehicles second nature — and watch your sales climb.