Turn internet leads and phone ups into appointments that show

How It Works

We coach the calls your BDC is already taking

We pull your team's real recorded calls, score them against an objective rubric — greeting, speed, discovery, follow-up, and the appointment ask — and coach each agent one-on-one on what to do differently on the next one. Then we track scores over time so managers can see who's improving and where to focus.

It's the same automotive phone training method we use across the store, tuned for the specific job of the BDC: get to the lead first, keep working it, and set the appointment. Pair it with call monitoring and scoring for full accountability, or a mystery shop to see exactly how your team handles a fresh lead today.

Questions

BDC & internet lead training FAQ

What is a BDC in a car dealership?

A BDC, or Business Development Center, is a dedicated team at a car dealership that handles inbound and outbound phone calls, internet leads, texts, and emails to convert prospects into showroom appointments. Instead of salespeople juggling leads between customers on the lot, the BDC focuses full-time on responding fast, following up consistently, and setting appointments that show up.

What is speed to lead?

Speed to lead is how quickly your team responds to a new lead after it comes in. It is one of the biggest predictors of whether that lead ever becomes a sale. The landmark MIT/InsideSales Lead Response Management study found that contacting a lead within five minutes makes you 21 times more likely to qualify it than waiting thirty minutes. Faster response means you reach the buyer while they're still interested — and before a competitor does.

How fast should a dealership respond to an internet lead?

Within five minutes, ideally faster. After the first five minutes the odds of qualifying a lead drop sharply, and after an hour they fall roughly tenfold (MIT/InsideSales study). Yet a 2024 Pied Piper mystery-shop study of 3,957 dealerships found 21% never personally responded to a website lead at all. Simply being fast and human puts you ahead of most of your market.

How many times should you follow up with a lead?

Far more than most reps do. Industry data consistently shows the majority of sales happen after the fifth contact, while most salespeople give up after one or two attempts. We coach a structured follow-up cadence across phone, text, and email that keeps working a lead over days and weeks — without sounding desperate or robotic.

Should I train my in-house BDC or outsource it?

If you already have a BDC, training it is almost always the higher-ROI move — you keep the local knowledge and control while fixing the habits that lose appointments. C&M Coaching trains your existing in-house BDC (and your salespeople who handle phone ups) on real recorded calls, so the improvement stays in your building. We don't replace your team; we make the one you have measurably better.

Do you provide BDC phone scripts?

We build WordTracks rather than word-for-word scripts. A WordTrack guides a BDC agent through the greeting, discovery, and appointment ask while letting them sound like a real person, not a telemarketer reading a card. Customers can hear the difference — and so can your set and show rates.

What is a good appointment set rate for a dealership BDC?

It varies by store and lead source, but phone leads should set at a much higher rate than internet leads — 2025 Foureyes benchmarks put phone leads near 74% versus about 40% for internet leads. The gap is exactly why call coaching matters: the same lead handled well on the phone converts far better. We track your set and show rates so improvement is measured, not assumed.