How do you lead your salespeople to provide a better customer experience?

Bart Wilson

In your training that you conduct, how are you working with your sales team to provide a better experience?

Derrick Woolfson

We looked at our "detractors" from the OEM report and paired that with commonalities in the CES scores. In doing so, it allowed us to take common customer concerns and train on that. The concept is that we might not be able to fix everything at once. But fixing one or two critical components of the sale process at a time can have a profound impact. For example, one of the issues we had early on was a common one "too much time spent waiting for F&I," which should not be an issue - but if the sales consultant is nowhere to be found - and the customer is waiting by themselves - then it can make for a bad experience. Whereas, if they stayed with the customer and reviewed warranties, or even started to review the car the customer stays engaged. 

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