CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
In order to promote products and services in the dealerships many dealers invest heavily in elaborate displays like a kiosk. Those things often look very cool, but as a stand-alone display it lacks the valuable influence of a trained sales person.
Here’s the challenge…
A $20K kiosk simply does not ask the question. Too often with new programs and services in the dealership the attitude is “build it and they will come.” Like a beautiful model at the Detroit Auto Show. But wait…they interact and often ask questions. Whether the Kiosk is for accessories or another offering their needs to be a process that creates a sale and that typically starts with a question relative to the customer’s needs.
What good is a beautiful elaborate display if no one notices it or they have no idea what you are trying to sell them and how it benefits them to buy. One of the first things an Insignia customer is taught when developing their accessories profit center, is how to ensure every single customer is offered accessories by having them registered in the accessories system. Not only does it make them aware of the vehicle personalization center, but it also gives the sales rep the opportunity to ask every customer on every deal. Using word tracks to present the vehicle accessory to the customer is extremely effective and builds value.
A “fly by the seat of your pants approach” can cost you lots of revenue no matter what the program. It’s too easy to drop the ball and earn a bad CSI rating. One issue we come across frequently with dealerships is lack of communication causing the vehicle accessory not to be installed at the time of delivery. All that can be avoided by developing a clearly defined, standardized process for everyone to follow. It’s best when the accessories system automatically notifies all parties of order status via e-mail.
If a program is “set it and forget it”, the chances of it improving your sales or increasing your revenue are slim. There is a human element required in winning the sale. And, in order for your sales consultants to use it properly they have to be trained. An example of this type of training is work tracks, which highlight benefits to purchase. Showing a prospect how a particular purchase adds value to them or solves a problem they might have adds a level of humanity to the negotiations and makes the prospect feel less like someone is trying to sell them. In order for your staff to understand how to highlight the value to the customer they should be trained and be efficient so that the customer trust them.
So the bottom line…the kiosk will often look real cool however not ask questions to bring about a sale and as far as training…it’s a display with samples, brochures and a computer monitor.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years.