Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
Location has always been a huge factor in dealership valuation and it is still important. But as digital sales grow, location is becoming less important. That has huge implications for dealership valuation. I talk to dealers large and small all week as part of my job. Most aren’t thinking about how online sales may hurt the value of their dealership – yet.
To be sure, exactly what the impact will be is uncertain because online sales are a new phenomenon, and professionals still don’t have a good method of valuing a digital sales process. “Digital sales” can also be hard to define. Almost all dealerships have a digital presence, and many customers already do a great deal of the pre-purchase portion of a deal online.
By digital sales, I mean a sale that occurs mostly online, and whose finalization is not dependent on location i.e., it can take place anywhere, from the dealership that first communicated with the buyer online to delivery at the buyer’s house. That isn’t as far-fetched as it may sound. Atlanta-based Carvana already does the entire sales process for its used cars online, then delivers the car to the buyer’s home.
A good online sales process does make a dealership more valuable to a savvy buyer, James Taylor, managing director at the Presidio Group in San Francisco told me. But there isn’t an established appraisal process for it yet, he said. An appraisal process “will absolutely happen in the future,” he told me.
Not everyone believes an online sales process has value. Nancy Phillips, owner of dealership buy sell advisory firm Nancy Phillips Associates Inc, told me she doesn’t adjust valuation if a dealership has above or below average online sales. Why? Because the process is not unique to that dealership. An online sales process can replicated.
Indeed, many of the speakers at the Automotive Customer Centricity Summit, hosted by Thought Leadership Summits in June in Los Angeles talked about their digital sales process and how it could be duplicated across many stores. Many of the big auto dealership groups, from Larry H. Miller to AutoNation, have created online sales processes they plan to use in all their stores.
Nonetheless, the rise of online sales has changed the way real estate appraisers think about a dealership’s location, said Brad Carter, a principle at Greystone Evaluation Services. “We used to look at unit sales and use that to guide us in the value of the location but today you can sell a lot of cars without a good location,“ said Carter. To preserve the value of their franchise dealers can no longer assume physical convenience will trump all in the mind of the consumer or appraiser. They must also be selling, or be ready to sell, plenty of cars in the virtual world to fend off competitors who may not even be on their radar.
Keep that in mind that if you are thinking of selling your dealership, or if you are looking to acquire. A dealership may have a prime location, but a prime physical location without a prime virtual presence isn’t worth what it once was.
Alysha Webb is editor and publisher of Automotive Buy Sell Report, on online news and resource center for dealers and professionals in the dealership mergers and acquisitions industry. She can be reached at email@example.com. Subscribe for free to Automotive Buy Sell Report at www.automotivebuysellreport.com.