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The traditional PATH TO THE SALE is so ingrained in the auto business, I was hesitant to even write the words A NEW PATH TO THE SALE. I debated whether to make it a statement or a question. Eventually, my unwavering belief in the future overcame my attachment to the past.
Please note the antiquity of that statistic. If you are still operating out of 2008 statistics, you are an antique.
I have been known to promote the idea that our employees are THE brand within our brand. And so I was pleased when one of our sales staff came to me excited to tell me a story told to him by one of his recent customers.
There's 10 million stories in the Naked City folks. This is just one of them.
This is a true story that foretells the future of automotive sales - pay attention. (The use of #DealerRater is circumstantial. Although I am a fan of their site, my company is not a paid member.)
A customer called the dealership and asked for this specific salesperson. He picked up the call and spoke to the customer about a vehicle the customer desired. They made an appointment and on that day, the customer came in and purchased the car.
The salesman involved was curious. He receives a lot of referrals and wondered how the customer came to ask for him specifically. He asks and is told the following sequence of events.
You may be inclined to believe this is a one-off unique experience. Then again, you may be in denial. If 70% of consumers were relying on reviews FIVE years ago, how many are doing that now?
In fact, I ask you, do you check reviews before making an expensive purchase. And if you are a dinosaur, do the people around you check reviews?
This is but a precursor of what's to come. Call it a good (or bad) omen or call it inevitable.
Be there and be square!
Written by Tom Gorham
Editor, From The Trenches