Many of the auto dealer clients and affiliated automotive advertising agencies of Ad Agency Online, L.L.C
. assume that based on our focus to find and feature Internet based automotive advertising vendors and developing digital marketing technologies on our automotive advertising resource/networking portal - AdAgencyOnline.Net
- that we have shifted our attention away from the anchor for both the real and the virtual showrooms - the salespeople! Nothing could be farther from the truth!
The role of the salesperson has matured due to the efficiencies and transparency offered by applications driving traffic to the World Wide Web in favor of the brick and mortar dealership, however, that only serves to force the professional salesperson to be able to prove his value in less time and without the benefit of his/her pretty smile and new suit. The opportunity to differentiate one dealership from another may start with the design and transaparency of their website but it requires a like minded salesperson sensitive to the needs of today's online car shopper to connect the dots to a sale in the real or the virtual world.
Technology may have altered some of the selling processes but human nature has survived into the virtual world. The salesperson that is able to transfer his/her skills to the World Wide Web will benefit as much as their customers. The ability to amplify proven networking techniques by joining social networking sites or developing a personal website or blogging platform will extend a salesperson's message well beyond any "why buy here" book placed on his/her desk or placing business cards with the service writers.
The key to surviving in today's down market for the auto dealer is to leverage their assets - including their sales staff. The auto dealers that invest in training and nurturing their salespeople will gain market share which will extend their customer base when the market returns - and it will! The salespeople that continue to build their skills - online and on the showroom - will also improve their R.O.I. for their time and efforts.
The survival of the fittest will always apply to the auto industry so my advice is to excercise your mind and your skills to grow your business using the Internet vs. blaming it for creating a situation where a salesperson is no longer needed since the price and the product is posted on the dealer's web site for the world to see. Frankly, as always, information is required for a customer to make a buying decision so as far as I am concerned the Internet just did half of the salesperson's job for him/her. Now, all that is left is the hard part - getting the customer to know and like you. Sound familiar!