Contributions by Mike Haeg and Micah Basarich
Our very own Micah Basarich, BDC Manager at Berman INFINITI Chicago was featured in Car Biz Today. Micah spoke with Mike Haeg, the VP of Automotive at CarWars. Read more below to learn how Berman INFINITI Chicago stands out from the competition and how the team excel at turning a phone call into an appointment!
'Tenacity is really what it boils down to,’ said Micah Basarich, BDC Manager at Berman INFINITI Chicago.
It’s no secret that a dealership’s location can pose challenges to running an effective sales process. Situated in the heart of downtown Chicago, the Berman INFINITI of Chicago team knows all too well the toll this can take on show rates. Mike Haeg sat down with Micah Basarich, the store’s BDC Manager, to learn how he’s improved his show rates and more than doubled the team’s closing ratio since he started two years ago.
Standing out from the competition is “getting harder and harder to do,” Basarich says, especially when operating from the heart of the nation’s third-largest city where public transportation is king.
Berman INFINITI Chicago offers two distinct selling points prevail at his dealership, the 30-Day Perfect Car Promise and the at-home, at-office presentation. The Perfect Car Promise assures customers 30 days or 700 miles (whichever comes first) within purchasing the vehicle to return it for any reason they can dream of: being unsatisfied with the color, its features, or feeling like they made a mistake. INFINITI of Chicago then accepts the car and credits what the customer paid toward any other vehicle in stock, no questions asked.
“It takes the unsureness out of ‘Did I buy the right car?’ or ‘Do I really want to go down to Chicago to look at the vehicle?’” Basarich observes. “Now they have 30 days and 700 miles to know they made the right choice, plus it makes it easier for them to come down to the store.”
In addition to the 30-Day Perfect Car Promise, INFINITI of Chicago’s at-home, atoffice presentation takes the product to more prospects that typically don’t make it to the city to see it, once again making it easier for customers to say yes. A dealership consultant heads out with the car to the customer’s place of business or home to conduct the test drive and vehicle presentation.
Becoming a master appointment setter is the goal. The BDC Manager puts an emphasis on solid phone performance when working to enhance show rates and close deals at a dealership.
“As smart phones become more prevalent and the technology around that has grown, we see more people hitting click-to-call on our ads as opposed to Internet leads because it’s a faster and easier action. Customers can get their information more instantaneous this way, without leaving a digital footprint,”he says. “Being good on the phones is going to be more and more important -- those click-to-call options are driving our phone call traffic back up instead of back down like we used to see in the last several years.”
Basarich doesn’t foresee his location standing in the way of the dealership surpassing the average Chicago closing ratio of 10 percent; their goal is to hit 12 percent. He said the store is somewhere between 8.5 and 9.5 percent, with the 30-Day Perfect Car Promise, at-home, at-business presentation, and most importantly, exceptional phone performance serving as the driving forces.
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