Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Hopefully most understand the importance of changing with the times.
With the direction of automotive, those that don't face the possibility of becoming obsolete.
The automotive retail experience is under fire, and whether it should change isn't a question, as it already is undergoing a shift. Today's consumer holds the cards and the customer experience is almost as important to the dealer as the sale itself.
A positive customer experience can pay in dividends. They return for service a dozen times while they own the vehicle, and the word of mouth that can drive additional customers to your sales and service departments.
A number of automotive studies state that the average consumer will travel over 20 miles for a superior automotive sales experience, and many will pay more as well.
It's your front line that creates first impressions, which is why dealership sales training is essential to meeting and managing customer expectations. Developing a sales staff with the right skills and training has a significant impact on the bottom line for any dealership.
The nature of the dealership environment makes it difficult to build an optimal customer experience, with the cyclical nature of sales and finishing the month end strong, along with meeting OEM quotas and more. But the shift is inevitable. The idea of change and the uncertain is often scary, and it's easy to fall into the trap of just going with what's worked.
In one report by EY the focus is on shifting from transactional to customer-centric. In another report by McKinsey that includes National Automobile Dealers Association (NADA) data, it suggests better practices equal bigger profits.