Throughout the automotive industry, there are numerous methodologies in the advertising, marketing, and sales techniques hemisphere. However, in this vast market with tremendous competition, there are certain dealership “basics” which can be easily overlooked. These small details, which exist in the most successful dealerships, are often neglected and can result in a quite large downfall in the dealership’s reputation, and brand image. Recently, we at CRMSuite conducted a survey with 25 random nationwide dealerships, all in an effort to test 3 basic dealership methods that should exist in the consumer’s experience, from the very beginning of their car buying process. It involved a rating system from the initial greeting, follow-up email, and survey. The results left much to be desired, with 25 out of the 25 dealerships not adhering to the all 3 of these three details. In addition, the professionalism of EVERY dealership was left lacking, with more of a casual complacency rather than that of a professional workplace.

These basics should be implemented every day, at every store. However, without the knowledge of how these should be presented to the dealership personnel correctly, the basic details will never be satisfied. Covering the three areas to look for will help the store’s brand, as well as its reputation to the consumer.

• The initial greeting of every customer is the easiest step in the success of the customers’ first experience. Yet, it rarely occurs in the form that makes the customer more comfortable. The consumer already has a preexisting idea of what the dealership experience is, and it’s up to each specific store to change this. An initial greeting from a receptionist is one area, but this usually occurs properly, much more than that of the sales team. When the majority of dealership greetings come from a salesperson, ALL sales personnel must be skilled in this area. All staff, especially sales personnel, should always present their greeting while maintaining a well-dressed attire, and using a professional voice to greet every customer. This professional mannerism does not just exist in the physical sense. This mentality is also attributed to the online greeting when departments contact interested customers. Using a professional voice, on the lot or on the web, is the first step to a successful brand and reputation.

• Emails that are not checked for professionalism and proper grammar, should not be sent. When speaking with a customer, the odd mispronunciation is allowed. However, in emailing, even texting, there is no room for error on either. Emails, or any form of written communication, can present the staff member AND the dealership with a professionalism that its competitors will desire. Spelling and grammar are functions that even if not done correctly at first, can be checked by a plethora programs available. These attributes go back to the reputation and branding of the dealership itself; a poorly written email/text will not only not impress the consumer, but it will belittle the dealership’s reputable personnel. In many cases, an email is the first form of proper communication many consumers will receive from the dealership. If the communication was poorly written, the chances of that consumer stepping foot in the dealership will decrease.
   
• Customer experience customer surveys create a birds eye view of the dealerships performance. Many dealerships survey, yes, however it’s about the right way to survey, as well a what the dealership gets out of it. The most lucrative survey, one that will assess the dealership and provide analytical results, is that of a CSI survey. No matter if this is a written or verbal survey, ALL dealerships should be utilizing this type of review system, mainly for the reason of brand and reputation internal awareness. Satisfaction surveys not only allow the dealership to assess areas of possible improvement, but they also provide the opportunity to use incentives toward the customer. By filling a survey out, the customer provides quality information, but also will be drawn back to the dealership, depending on the incentive for filling one out.

The most successful dealerships, as stated before, will build a brand awareness and reputation using the basics. The disbursement methods may change; however, the basic ideology will always stay the same. Using a professional greeting and correspondence will build and protect a dealerships reputation, and utilizing satisfaction surveys will provide useful feedback to correct any issues or areas of improvement. With 25 out of 25 Dealerships surveyed, and all failing at least one of the three details listed above...It appears time has come to get back to basics.

Within the automotive marketplace, the data-centric importance of a dealership has come to the forefront. One of the most essential tools in driving this type of dealership, is it’s utilization of a CRM. The CRM is a tool meant to organize, track, and store all dealership data to increase the overall dealerships efficiency. No matter the size of the store, nor its number of stores in a group, implementing a properly data-centric CRM can increase productivity monumentally, when used efficiently. To ensure the effectiveness of the CRM, however, a dealership must first maintain the strategy of implementing a CRM which provides a consistent, accurate, and focused module for its users.

The largest hurdle in many dealerships gaining the efficiency needed in a data-centric CRM, is the dealership itself. All personnel must adhere to a different methodology when focusing on the data portions of customer management. When done correctly, the entire dealership will benefit dramatically. There are four specific means to a more efficient CRM; reviewing these mechanisms will help dealers improve the current CRM, or begin the process of finding one which provides these necessary benefits.

Utilizing a Lead Scoring System. When using a CRM, one focused area to look for is a Lead Scoring System. This function is essential in the successful communication between sales personnel and the customer. Scoring leads as they progress through the system, and using data algorithms to do so, allows the best leads to rise to the top of the queue. A lead score will provide the representative the opportunity to view how frequently the consumer has engaged. As well as the time of day and type of contact method should be used for a more successful communication. When leads are placed in a scoring system, sales personnel spend less time with an aimlessly directed route, which in the end will provide a greater fluidity to lead conversion.

Providing Lead Social Data. Social media is a Goliath of information on the consumer, yet many dealerships do not, or cannot, utilize the information that is laid forth. More than 50% of consumers interact with brands through a social media platform. While a strong social media strategy is an enormous importance for ALL dealerships, in this specific facet, it is the gathering of information on social media which takes precedence. The dealership’s CRM needs to encompass the ability to pull this information from the consumer, from beginning to end of the deal. Because, when a CRM keeps an updated social profile on the consumer, a consumer relationship is forged, and through the CRM, it is handed off to the salesperson.

One Location For Updating Lead Data. Within the dealership’s CRM, one function that is often overlooked, is that of a centrally located updating system. When sales personnel update system information such as notes, preferred phone numbers, etc., it should not matter what device or platform it is done on. When shopping for a CRM, having the ability to have information sync across all platforms is a must-have. This ideology seems straightforward, however, too many still don’t operate with this mentality. Causing personnel to have mixed notations throughout multiple access points to their CRM.

Using Intelligent Dashboards & Smart Analysis. In many CRM’s and other dealership tools, personnel are provided with predefined reports and analytics. There may have been a time where this was suitable, but in such a data-driven dealership marketplace, it cannot exist. A CRM must encompass a truly customizable dashboard, with a smart and intelligently designed reporting system. When individual sales representatives have individually customized tools, each representative can utilize the portions that work best for each; one size does not fit all. In addition, this type of advanced tool is not just for the sales side of the dealership, but in fact a management tool as well. With customizable reporting, management can utilize this not just as a motivational tool, but also to find the less successful employees, easier.

Between scoring leads, using social media, centrally located systems, with intelligence and AI, there are specific functions a CRM should perform and encompass. When a dealership utilizes this format and type of advanced system, if used correctly, the benefits can be exponentially profitable.

Today begins a new series on providing dealers with a comprehensive look at specific vendor products. All in an effort to bring a better customer experience to each store. Beginning with Call Monitoring, this will be focusing on two of the premier call monitoring solutions; CallRevu’s Call Monitoring & DealerSpecials’ CallWatch Call Monitoring. Taking a comprehensive look at both will allow the dealership the chance to view the pro’s, con’s, and abilities that these two products bring to dealers nationwide

First however, let’s look at call monitoring itself. Inside the dealership call monitoring is a tried and tested method of monitoring all of the calls that are received by the dealership, and being provided a summary of the outcomes. However, the successful dealership will deploy these products where they can not only monitor phone calls, but also have the ability to review, revise, and report on the happenings of the dealerships' positive AND negative calls. Simply said, call monitoring is the act of listening to dealerships calls, summarizing content in a written format, and notifying the dealership of ALL outcomes.

Starting with CallRevu’s Call Monitoring, here are the main points of interest relating to their product, from their viewpoint.

•   24 Pre-set data points

•   Available on desktop, tablet, or mobile

•   Written summary of calls

•   Real-time dynamic dashboard

•   Performance reports

•   In-store coaching

•   Dedicated Performance Managers

•   Alerts for negative outcomes

Moving to DealerSpecials’ CallWatch Call Monitoring solution, here are the standout reasons for purchasing their product, again from their viewpoint.

•   Unlimited data points

•   Available on desktop, tablet, or mobile

•   Written summary of calls

•   Monitoring of sales representative’s direct lines

•   Customizable dashboard, alerts, and reporting in real-time

•   Forward alert functions

•   Dedicated Performance Managers

•   Alerts for positive AND negative outcomes

These are the product’s abilities. However, to find the best fit for the dealership, there needs to be a deep-dive into what each can do that the other cannot; the pro’s and con’s essentially. What are the largest product features that each does that the other does not, or better yet, how do each apply to the same scenario. This is where the differences will stand out dramatically.

How does each CallRevu provide guidance to the dealership?

•   CallRevu provides coaching. Their product model identifies problems, and helps the dealership to correct those problems. Developing better phone techniques. CallRevu will apply a 24 pre-set collection of their own flags that will be applied to calls. For example, a flag or tag will be applied to certain areas, and if that specific tag is found the dealership is notified. The concluding outcome will be an alert when something negative occurs, that needs attention of some kind. 

How does CallRevu guide dealerships? By coaching, providing fixed tags, and alerting the negatives of dealership calls.

How does each CallWatch provide guidance to the dealership?

•   CallWatch does not inform dealers what pre-set areas they will apply, instead the dealer decides what keywords, tags, flags, should be applied; Anything can be applied. With CallWatch, tags are attached to every single call, where applicable. In doing this, they will track not just negative outcomes, but also the positives as well. For example, if a Toyota dealer is looking to find out which calls are phoning into the dealership with a Prius inquiry, there is a tracking capability to focus primarily on that facet of calls. This creates an aggregate data on phone-ups, which gives a view into the point of entry of the dealership, which previously had no visibility. Whatever the dealership cares about monitoring, can be tracked. 

How does CallWatch guide dealerships? By providing unlimited customizable tags, and informing the dealer of the good, the bad, and the ugly. In addition, CallWatch uses this data to compile an aggregate amount of data that can be used to exemplify trends in the dealerships market.

How does each compare on price? This is where there lays a large difference between the two.

CallWatch is LESS THAN HALF the price of CallRevu per call. Second, and most important, is in the way that the calls and pricing are correlated. CallRevu will cost you per call, whether you get an alert or not. The dealership will pay for alerts, not calls. For example, if the dealership is charged $3 per call by CallRevu, and gets a negative alert every 10 calls, it suddenly costs the dealership $30 before any results were seen. On the other side, with CallWatch, you’re paying for every call, because there is data being aggregated for every call, whether it’s positive or negative. Allowing the dealership to create subsections of data to look for better trending aspects of their call monitoring.

Conclusion.

Both CallRevu and DealerSpecials CallWatch monitoring provide the dealership with the opportunity to monitor calls, with dynamic reporting and real-time alerts. However, if the dealership is looking to create a viewpoint of the entire dealership and not just the negative calls, and have a constant guidance to their call tracking capabilities, there is only one standout product; CallWatch.

For more information on today’s standout, visit DealerSpecials.com

In every dealership, there tends to be certain stand-out sales personnel. These individuals have the experience to coordinate their knowledge of the dealership industry with an organization level that allows them to excel in their daily tasks. On the other hands, every dealership will also carry with it personnel who act in the opposite manner when compared to the “top” employees. Certain characteristics will differentiate these two sales types, and whether they possess these traits or not. When the dealership tools have been utilized, and the dealership is running on a smooth path, then, and usually only then, will the sales performances truly stand out. Looking for key elements of what excellent salespeople will possess will help to keep them reaching monthly goals, as well as provide better management for those who are not making the grade.

•  Knowledge is power. When a consumer arrives at the dealership, they have done extensive research on the specific vehicles they are interested in. However, this research does not usually extend past make, model, year, and imagery. When a salesperson addresses the consumer about a vehicle, they should have knowledge of that vehicle, and every other on the lot. When a staff member has no knowledge of the car, and says as much to the consumer, the intelligence of the entire dealership is put into question. When appointments are made, especially, sales personnel must use this time to revisit the vehicle in question and re-establish themselves with a better understanding of it. It will benefit the chances of a sale as well as preventing the dealership from looking foolish.

•  Organization is Key. When succeeding inside the dealership world, sales personnel who truly succeed are those who stay organized. This does not always mean they are using specific organizational tools or programs, though. In many cases the excelling salespeople in this industry are those who utilize the most advanced tools that the dealership uses, such as the CRM. No sales staff member will be hitting the top numbers every month without a beneficial CRM. It’s the individuals who take the time and effort to familiarize themselves with this type of tool who will always have a step ahead of the rest.

•  Scheduling creates chances. No matter what type of sales role, scheduling will create more chances to communicate with leads and close more deals. In some cases, sales representatives will follow a strict schedule, such as setting meetings when the finance department will be less busy, or not making any calls during a specific time-frame. This schedule can be broken, but an overall timeline set in place keeps every day running at a more efficient rate.

•  Attitude has a crucial effect on the consumer. This is a simple statement; be positive or be somewhere else. Even if the consumer is frustrated or frustrating, the sales attitude must stay on point and positive. Many who enter the dealership have already created a notion of what a dealership experience is like. It’s up to the sales staff to curb this mentality, and when speaking of attitude, there is only one option. Top sales representatives will always present themselves in a positive manner, and if certain staff cannot achieve this, they have no place speaking with the consumer.

Essentially, there a dozens of different methods and ideologies that allows certain sales personnel to stand out above others. They include sub-methods and breakouts of different ways of acting and thinking. However, it’s all down to a basic ability to utilize representatives who can properly prospect a lead, meet and build a rapport with the consumer, provide useful information, and create the sale. Not every person can work day in and day out in the dealership. However, with certain dealership tools, along with the right personality, many sales personnel can achieve higher standards.

With competition continuously growing in the dealership industry, dealerships are having to take advantage of different methods and make a change in certain ideologies. This can be anything from upgrading the dealership’s CRM, to utilizing a vendors’ targeted email marketing tools. However, no matter which methods are used in an effort to stay competitive, there will still be a basic set of rules that will help to prevent competitors from taking business. These rules will help to maintain current customers, as well as attract new consumers that otherwise could walk into the competitors store.

The consumers online experience must carry an ease of use unmatched by competitors. With the largest percentage of online research in the automotive industry’s history, and the majority of consumers’ minds already made up regarding vehicle decisions even before stepping into the dealership, it is extremely important to have a positive user experience. With the dealership’s website set up properly, the overall goal will be for leads to be funneled into the dealerships CRM and to the BDC/Internet Department/etc. Dealerships that succeed provide a path for the consumer to function at ease throughout the dealer’s website, ultimately to fill out forms or request more information. In addition, high quality photography and dealership videos will set the store apart from any others not providing such content.

First Impressions create the relationship between the consumer and the dealership. The importance of the dealership greeting is uniquely key, because unlike any other industry, consumers already have a mindset against the dealership. It’s up to each specific store to change this mindset. Customers are far more likely to purchase from a dealership that gives a warm welcome; one in which they are positively assisted by the dealership staff. In this greeting, though, there is a balance that must be kept in mind. There needs to be a median between multiple sales staff greeting all at once and a customer walking around the lot with no interaction. Once that balance is found, and the greeting is put into place, the first impression is standard. Consumers can then begin to change their mindset of what a dealership experience can become.

Sales follow-up must be customizable to each consumer. When it comes to sales follow-ups, there are a few general rules to keep in mind; keep in contact but do not pester the lead. The middle ground here is finding how each consumer would benefit from a follow-up. Some customers need the reminder more than others, it’s up to the dealership sales staff, and the CRM, to complement each other to find the best practice. However, many dealerships do not track follow-ups as well as they could be. For example, with an advanced CRM, the sales personnel have the ability to track calls, emails, texts, even email campaigns, that have been sent to each consumer. This better prepares each salesperson and allows the entire dealership to come off as an intelligent resource rather than a pestering sales machine.

The post-sale behavior should mirror that same methodology as the sale itself. Once the vehicle has been sold, the job has not been completed. The first impression and follow-up processes have led to the sale, however everyone knows someone, and reviews/referrals are key to the growing success of a dealership’s sales. When a customer drives off of the lot, it’s up to that salesperson, and or management to keep in contact, slightly. From inquiring into the happiness of the customer with the new vehicle, to pointing them in the direction of the review process; the post-sale etiquette can create a multitude of new business that otherwise could be lost to competitors.

There should be a revolving door between the sales and service departments. The goal for every dealership should be to create a customer for life. Every salesperson should keep this in mind, every sale. Once the sale has been made, the vehicles service will most likely be done at that same dealership. It’s up to the sales staff to keep in contact with the customer as they come into the dealerships service department. Having that relationship built will better the chances of that same customer repurchasing from that same dealer. If the service customer hasn’t previously purchased a vehicle from that dealership, there is an opportunity to build a new relationship which could become a future customer. When the sales and service departments are onboard with the same mentality, both will thrive. However, as some may practice, separating these departments can create a gap where customers can fall into.

With the growing competition of products and vendors available to all dealerships, it’s key for there to be stand out procedures inside the dealership to help it stand out from the rest. Basic adjustments can make large strides in the attitude and mentality that the consumer has toward the dealership. Whether consumers have direct contact with these processes, or are referred because of them, the dealership will benefit as a whole.

Recently, I found myself inside a dealership for personal reasons; I was purchasing a new car. However, and I normally do not speak in the first person, I found myself being spoken to about political beliefs, and even worse so, I was informed as to the personal beliefs of the salesperson, and the sales manager. It took less time for me to decide to leave the conversation, and the dealership, than it takes me to decide lunch. However, it does pose the question of, if it’s alright to converse with others in the dealership about the upcoming election. The answer to that question, is obviously NO.

America may be in one of the most polarized times in its electoral history. America may also be in one of the most hotly contested elections in recent decades, splitting lines between parties and splitting parties within themselves. However, ANY talk of this election, or any election for that matter, should not be discussed inside the dealership. While speaking with other dealership personnel about politics should already be frowned upon, discussing it with the consumer should be absolutely nonexistent. This type of conversation can lead to not only an unstable work environment; such conversation can lead to the loss of a sale.

Conversing about politics with personnel creates divisiveness among the staff.When coworkers speak about politics, including this election and their candidates of choice, it creates an informal and dislikable environment. This type of conversation can not only create rifts between employees, it also can affect the management as well. People begin to think less of others when certain personal issues are voiced, and this can lead to one of many negative outcomes. For instance, if two individuals go to lunch and come back sweltering in anger because they find themselves on two separate ends of the political spectrum, they may not be able to work well together again. With this election separating the parties to such a drastic end, it is not unlikely that such an event could occur. If employees are not able to work in a team mentality any longer, it can affect the entire dealership and how it grows before, during, and after the election.

Speaking about politics to the consumer can lead to a lost sale, and a negative review. This is the key, because no dealership wants its employees to bicker about politics, but moreover no dealership wants to lose a potential sale. ESPECIALLY not because a salesperson informs the customer of their personal political viewpoints. When a sales staff member decides to inform the customer of their beliefs, especially in this election, they have only a 33.3% chance of hitting a common ground. I say this with the idea that out of 3 people, 1 will pick one or the other party, and 1 will be undecided or not bothered. No matter if the customer has the same views as the salesperson, the customer did not enter the dealership and speak to a salesperson to speak about personal viewpoints, they are there to purchase or lease a vehicle. Simple. In addition, consumers rely on reviews to make their initial decisions, and when politics are involved, for or against, the consumer is far more likely to review the dealership, negatively. Any personal ideologies must be kept at home, in the car, or at the specific candidate’s rally and nowhere else. Losing a sale to a competitor is tough enough on the dealership, but losing a sale due to employee incompetence is unacceptable.

No matter the viewpoint of the dealership’s employees, left, right, middle, it doesn’t matter. Political views are not sports teams; they have a drastic effect on what people think about others. Therefore, ALL conversation pertaining to politics or this election, must not be spoken about in conversation with personnel and especially not with customers.

With the immense amount of access given to the consumer, regarding vehicle research, the dealership hours of operation no longer apply. Whether it be midweek or weekend, morning or night; car shopping can take place anytime and anywhere. This creates a large competition with local dealerships, and as competition increases the need for dependable and productive sales personnel is key. However, the only way that the dealership can handle the consumers access is to have an ability to access their CRM at work, at home, and everywhere in-between. Basically, leads don’t stop when you’re at lunch, or over the weekend. A sustainable dealership will have top personnel who essentially “go the extra mile”. For this to be possible, the dealership’s CRM must be mobile. There are multiple benefits that come with a mobile CRM, however today we will be looking at 4 specific rewards the dealership will receive.

• Immediate access to enter and/or update information. No matter where the salesperson may be, they should never be without the ability to enter information. If the sales staff are on the lot, and find themselves communicating with a customer, the last thing the customer wants to do is to walk away from the vehicle to sit at the desk. With a mobile CRM, fully integrated in app form, never again will the consumer slip away due to an uncomfortable attitude toward the dealership and the process. When everything can be done over a smart phone, the salesperson can tailor each sale to that particular customer. 

• Better focus and preparation. When the desktop of the CRM offers the detailed lead profiles, calendars, desking tools, etc., the simple fact is that the mobile version should as well. For example, if you’re away from your desk and alerts appear on the screen, they should be appearing in the palm of your hands. Too many leads have not been converted to customers because of cracks in the dealership’s systems. The ability to utilize a mobile CRM means all sales personnel and management can be away from the desk, away from the store, and still have the ability to create fluid communication with the consumer.

• More deals, less time. The dealership can cause many sales representatives to essentially overwork themselves, for the wrong reasons. When sales staff have a multitude of tasks and all must be completed at the desk, other items can fall behind and even get lost in the day. When the staff has the ability to effortlessly access the CRM on a mobile device, multiple deals can be worked on from outside the normal work area. When a sales team finds themselves on the lot, and a potential deal is alerting a salesperson, the deal can be moved forward faster and just as efficiently as if the sales representative were chained to their desk.

• 24/7 management oversight. Dealership management cannot be involved in every deal, with all happenings, every minute of every day. Having said that, management should have access to oversee what has happened. All tasks, and all items, of every staff member, at any point. Most importantly however, this should be able to be accessed no matter where management find themselves. Managers need to work outside of the dealership in many cases, and having complete transparency from a mobile device gives the departments a level of accountability. This otherwise would not be kept as high, when it takes management being in the dealership to do so.

The modern sales people must have access to the information they need, when they need it. Keeping competitive with other dealerships requires a level of change. This change comes in the form of technology, and what it can do for the complete success of the dealership. With a mobile CRM there is a level of competitive edge that will overtake those competitors whom are using old techniques and old technology. To keep current and continue a sustainable growth, dealerships must adhere to the “musts” for the dealership. A TRULY mobile CRM is a must.

Today’s dealership consists of many moving parts. That hectic environment can sometimes make it seem daunting to manage the time of not only one’s self, but also the employees inside the dealership. There are a multitude of methods to do this, but it may not work similarly for everyone, especially when looking at the difference between a salesperson and a general manager. However, through the use of a 6-step program, everyone in the dealership can better themselves, their time, and the productivity that they provide.

To better explain this, we’re going to look at an ideology that has been first put in place for billionaire’s, by Chet Holmes International’s Chet Holmes and Amanda Holmes. However, the reasoning behind this billionaire thought process does not matter. What does, is the ability to apply this mentality to the dealership marketplace, especially those in a sales role. Utilizing these steps will not only provide a greater productivity level, but also allow management to take notice of which employees are not making the grade. Explaining these steps, and how to accomplish them, is as follows.

1. Touch Each Item Once, And ONLY Once. The strongest employees and leaders should be able to take immediate action, no matter the task. For a dealership to utilize this, it will create less openings where leads can fall through the cracks. Essentially, the ideology behind this is simple, whether it is an email, phone call, meeting, etc.; Take it. Deal with it. Or Delegate it. This may seem simple, but dealership employees can be somewhat procrastinating. This process can, from a management aspect, spear through employees who cannot adapt because of laziness.
2. Make A Detailed List. While life inside the dealership can be sporadic, and make it seem as if scheduling can be somewhat difficult, it is not. Simple. Making a list of the top items to be completed that specific day, to-do’s in essence, can dramatically influence the level of productivity of every employee. As in most industries, every day will be different than the previous day, but having a plan of what a salesperson can accomplish at the beginning of the day prevents a lack of completion, and opens the door for more contact to be made to leads. Creating greater conversion. And most importantly, the chance to sell more cars.
3. Allocate Each Task A Timeframe. Once the lists have been made, for instance calling leads, setting a specific timeframe for the task gives the employee a structured setting. When this is practiced, it acts much like a class. Which puts deadlines on each task. Again, and this will be a constant, it will create an accountability that otherwise could be lost in the dealership setting.
4. Plan The Day Out. With daily items listed, and time allocated, planning the day out becomes easier than ever before. This will give sales personnel, especially, the chance to set certain items at a more convenient time, rather than punching in and making calls when in fact, that time may be less convenient for the consumer. Having the plan in place, items can be marked off when completed, and give management a transparent look into the daily happenings of their employees.
5. Prioritize What Is Important. Each task can seem very important, but the fact of the matter is, many items on a salesperson’s desk are not important. Realizing what is and what isn’t is the first step to putting aside tasks that are not needed, one's that create wasted time. When it comes to large vs. small projects/tasks, if there is a prioritization around larger projects and tasks, it will actually create time to work on the smaller items.
6. Throw Things Away. Too many items are simply paperweights on the desk and memory taking up space on the computer? There are a plethora items that employees save that will never be referenced again. To better help create more time for what’s truly important, employees must have the confidence to throw things away. If employees, management, owners, etc., ask themselves if everything is necessary, odds are they will find many items are not.

These items are meant to target more productivity, and close the door on wasted time. If one employee wastes one hour every day, after one year an employee has wasted 260 hours. Which is 7 days of work. There should never be an employee, no matter the level, that is allowed a weeks worth of wasted time. It hurts the dealership as a whole, and its ability to grow. When this step-by-step process is implemented, not only do the employees' time and productivity improve exponentially, the customer wins. There will be more of an effort to provide a better customer service. Whether many would admit it or not, when the sales staff is more productive, they are better to work with. Productivity can create a happier environment. Happier employees provide a better customer experience. Sales increase, positive reviews are generated. It’s simple.

This summer, Beepi, along with the Harris Poll, conducted a dealership survey attributed to the American consumers’ attitude towards car dealerships. This survey was sectioned off into a wide range of demographics. This included millennials vs. seniors, men vs. women, and parents with children vs. parents without children. The results were surely going to be somewhat negative, given the previous year’s attitude towards dealerships nationwide, however these results are more than astounding, they’re absolutely horrible. But why is this still the case with all of the different methods to connect with the customer? And also why is this possible with the creative abilities that can be utilized in advertising and marketing means? There still lacks an ability in many dealerships to adhere to the current times and what that means for the automotive industry. By looking at these statistics, the dealership marketplace can be modified in a fashion where consumers feel more of a “want” when it comes to shopping for a vehicle, and no longer dread having to step inside those doors.

•   More than three in five Americans feel they’re taken advantage of when shopping at a car dealership (61 percent) at least some of the time, with 87 percent of Americans disliking something about the process.

•   56% of those aged 18-34 would rather clean their homes, 34% of those aged 18-34 would prefer to wait in line at the DMV, 24% of the 35-44 demographic would rather get a root canal.

•   Roughly two in five (42 percent) stated they would be comfortable purchasing a car online without a test drive if certain assurances (like a money-back guarantee) were in place.

•   33% of women feel they're being spoken to disrespectfully at the car dealership.

•   Millennials, 62% women and 50% men, feel pressured by a dealership salesperson into buying something right then and there.

•   80% of those with children under 18, and 71% of those without children under 18 in their household, strongly dislike negotiating with a dealership salesperson.

These statistics paint a picture of the dealership in the minds of the American consumer; an awkward and frustrated picture. This doesn’t have to be the case when it comes to the mindset of the customer though. There are tactics ready to be utilized that can change the consumer’s attitude, in large numbers and one-by-one. It’s up to the dealership staff and the management to adapt and to improve their overall reputation.

Marketing and advertising should be current and up to date. Without this update, the dealership is cutting its legs out from under itself. Starting with the dealership’s website. It should be unique, yet modern. A standard dealership website, which looks like the website of a local competitor will not suffice. The website should be responsive across all platforms, have professional photography, and have a layout that walks the consumer down a path, comfortably. Website videos, commercial videos, any videos, MUST be high quality. In addition, the “content” type of these videos is crucial. Many dealerships believe that the videos of old, the "shout at the consumer” type, are still the concept to follow. This couldn’t be less true. Staying current to the trend of a simple and clean advertising strategy, will pay dividends. Yes, the dealership will see an increase with a type of crowd that is attracted to the old style of advertising, but they will fade away. So in the future of videos and commercial campaigns, if the dealership has a choice between creating the “sale, sale, sale” mentality of videos, or not creating anything, pick the latter.

The method and the means in which the sales personnel contact the consumer is crucial. When contacting customers and leads, there must be a mentality in how the conversation is created. A relationship is being built, and in that building process the consumer doesn't want to be “sold”. Additionally, and possibly the most important aspect of contacting the consumer, is when and how the contact occurs. Using your CRM, you may be able to specify when it is best to make contact, and across which platform will work best for that individual. CRM’s that use Artificial Intelligence, algorithms, and social media aspects of each consumer, provide the sales staff the ability to not only make contact, but more importantly to make the contact when it will not interfere with the consumers’ schedule. As well as on a platform they will be happy to communicate through. Because, when the consumer is provided with a respectful means to communication with the dealership, their attitude towards that dealership will not be harmed.

Sales personnel are the best opportunity and the worst liability for a dealership. This is key because no matter who you ask, the statistics listed above will not change with the current system. The persons surveyed are not complaining about the front desk secretary or the F&I manager, they’re main complaints are with the sales staff and how they act towards the consumer. This sales mentality of sales personnel has the ability to change, and it must do so to survive. There are plenty of highly recognized dealership sales trainers in this market, and they’re ability to teach the sales staff procedures and different methods of communication for a positive customer experience can be incredible. However, any training or belief that this market will thrive with old sales techniques is utterly false. What worked in one decade doesn’t work in the next. The results of the Millennial generation and their impact on sales help to provide a pattern of what does in fact work. Informing the customer is a trend that will stay current, and involves more communication to explain the vehicles and pricing information, and less communication coming off as “selling”. It may come off as ridiculous to many inside the dealership, but these influences change tides in different markets, and the tide has come and gone on the old techniques of the sales professional.

With an uncertain future of online vehicle shopping lurking near, the dealership marketplace is in need of recognizing what doesn’t work, and changing to accommodate what does. If this doesn’t happen, any dealership lagging behind will be left behind. The need for modern marketing and advertising, proper communication methods, and an updated sales strategy, will be the key to resolving the consumers' belief in a dealership, and/or all dealerships. This is an industry that CAN accommodate a change, no matter the size. The only element holding this change from occurring though, is the dealership itself. The consumer market is pleading for a change, it’s up to the dealership to listen.

Throughout the dealership industry, customer experience is evolving. With this adjustment in the market of customer satisfaction, dealerships have been put in a position of choice; adapt or be left behind. There are certain factors that have led to this, and these have dealt a major blow to many stores that refuse to take the steps necessary for customer experience survival. Whether it be the Millennial Generation, or the digital abilities that lay at the fingertips of anyone at any time, a trend pattern begins to appear, one in which the dealership can utilize to connect on a greater scale with the consumer. Using these patterns can help to create a step-by-step guide that can help the dealership increase the customers’ experience.

A customers’ experience within the dealership walls should be exciting and imaginative. No longer are dealerships allowed to forcefully place vehicles sporadically on the floor, with little or no disregard as to how the layout will affect customers. This can be seen throughout the market, with a very large percentage of stores redesigning their showrooms to better suit the customer’s needs. Within these new showrooms the vehicles become part of a story, some of which may include some sort of “scene” to provide depth to the vehicle and its interestingness. This creates just enough, but not too much, comfort. This allows the consumer to put down their guard enough and think more clearly, and less defensively, as is the case with so many customers in shopping for a vehicle.

Digital abilities should drive the customers experience from A to Z. Obviously the digital aspect is at the consumer’s fingertips in researching vehicles, however, this trend should continue during the customer’s time inside the showroom, right through until the point of sale. Using a tablet, the salesperson must be able to reference rates, monthly payments, and even paperwork. Whether it’s the accessing of the dealerships’ CRM, or having the customer sign documents, having a mobile ability from start to finish of the transaction, provides an essential experience that will make the dealership consistently popular and bring in more leads. In turn, selling more cars.

Using a transparent approach to selling cars will always increase the satisfaction that the customer feels. An authentic behavior towards the customer gives an allowance of gratitude. This applies to every aspect of the customer’s time spent on the lot. Pricing can be the most important approach in this subject, and sales staff MUST adhere to a single price approach. When the customer is given a number, and that number continually gets worked, it creates a feeling of dishonestly about what the actual price “should” be. A simple method to successful price providing, again simple, is to offer the best price first and upfront. It may scare some away, with no haggling involved, but with generations such as Millennials it will close more deals than many would think possible.

As with a single price approach, a single salesperson selling method is crucial in the customer’s experience with the dealership. This may seem odd to many staff, but when multiple people become involved in the sale it creates a gap filled with discomfort for the consumer. By the time the customer has reached the desk, they have most likely created some sort of relationship with the salesperson, through test drives and/or multiple contacts in the decision process. This relationship should be utilized to push the sale through. However, when the salesperson brings in a manager, and a finance staff member, the customer can become overwhelmed and even patronized. With the proper dealership tools in the hands of sales personnel, these staff members can function entirely without the need to involve anyone else; increasing the customer service for many customers.

These are four points of reference in what customer experience can become, but it doesn’t end with these. There are a multitude of references and changes that a dealership can make to better the consumer’s experience before, during, and after the sale. As mentioned above, with so many Millennials changing the way cars are being sold, they are a target market that has created a need for customer experience to be as high priority as possible. When the dealership succeeds in providing the best experience for a consumer it will pay off in a multitude of positive reactions. The evolution of “experience” being a necessity in purchasing a car is evolving, and those who adhere to this change will see results, but it’s the dealerships who stay stagnant that are worrisome. As with everything in this industry, change or be left behind. Customer Experience is no difference.