Fear of change. It’s the comfort of status quo, the halting stop that holds a dealership’s business back and often one of the key reasons why so many rooftops hang on to their legacy dealer management system (DMS).

The DMS is at the core of every dealership. From customer data and finances to inventory, sales and employment records, the DMS touches every aspect of a dealership’s business and plays a key role in its overall efficiency.  

Unfortunately, this fear of change has left many a dealership without the flexibility to integrate with new tools and software—making it difficult to adapt to shifting customer expectations. With companies across verticals streamlining processes through easy ordering, real-time tracking and door-to-door delivery, the customer experience bar has never been higher for dealers. According to the 2018 Salesforce State of the Connected Customer Report, 65 percent of all U.S. customers surveyed said their standard for good customer experience is higher than ever.

Now, consider that just 46 percent of consumers are currently satisfied with how long the dealership process takes, according to Cox Automotive’s 2018 Car Buyer Journey Study, and it’s evident that there’s no longer room for complacency—especially when it comes to your DMS.

Moving on From Status Quo

It’s time to modernize your dealership, starting with an updated technology strategy that includes easy-to-use and easy-to-integrate solutions. The technology your dealership utilizes not only impacts the customer experience you deliver, but also the efficacy of your internal operations. That’s why it’s more important than ever to partner with a DMS provider that aligns with your larger business objectives and supports where you want to take your dealership in the future.

Perhaps, you’re seeing a momentous shift in your market, with an increasingly younger demographic coming into focus. Rather than fear an impending technology switch, think of it as an opportunity to create new processes and introduce a strategy that better serves this changing population—both customers and employees.

For Smythe Volvo in Summit, N.J., a technology switch enabled the dealership to reorganize the way it operated. “Switching over was kind of like cleaning out the garage, taking everything out, blowing out the cobwebs, and putting it back the way (we) wanted to put it back,” said Sean Flanagan, vice president of Smythe Volvo.

An updated technology strategy gives you the opportunity to take a step back and re-assess your dealership’s operations with a fresh perspective and your target audience in mind. Stop letting fear of change get in the way of your business objectives. Embrace the technology that your staff needs, and your consumers demand, to streamline processes and increase productivity.  

As an industry veteran in the DMS space, I’ve worked closely with many a dealership as they go through the process of switching DMS systems. Whether the dealerships were big or small, each had something interesting to say about their experience. Here are three of the most common opinions I discovered while helping our new dealer partners make the switch this past year.

1. Buy-In from the Entire Dealership

One thing I hear most often when helping dealerships transition from their existing DMS is that it takes buy-in from every single person involved. That’s because switching to a new DMS can be challenging. It affects every employee’s job, and sometimes old habits die hard. And yet, the transition to a modern DMS, while it may have some growing pains, eventually makes work life easier and more efficient at every level of the dealership. Ultimately, it is the people that make the dealership, and your technology should be there to ensure that everyone can do their jobs seamlessly and effectively.  

Realizing the many benefits of making a DMS switch, and understanding that the process would be easier with buy-in from every employee, one of our newest dealer partners went as far as to create a video series detailing the reasons for making the switch. The videos were shown to management and employees at each of the dealership’s store locations, and included specific details about how work life would improve with a new DMS system in place. The videos were received extremely well, and with all employees on board, made for an even smoother transition process.

2. Take Advantage of Training

Many of our new dealership partners this year expressed gratitude for training resources. In fact, when asked what type of advice they would offer other dealerships during a DMS switch, they almost always recommended taking advantage of training as early as possible. While one benefit of updating your DMS, along with other dealership technology, is that it attracts millennial employees, it is also important to educate your existing employees to ensure they are moving forward with the dealership.

As a resource to dealerships, technology providers often offer online video training and guides to help those new to the product learn the ins and outs of the system, so that each business can get the most out of its investment. Many providers will also offer on-site training focused and tailored to each dealership’s specific needs or circumstances, helping to streamline the switchover process and minimize disruptions. It is important to take advantage of these training opportunities to guarantee that you and your employees are getting the most out of the new system.

3. Identify a Trusted Partner

When making a DMS switch, it’s important to find a provider that will be with you for the long haul. You should be able to view them as a partner who is dedicated to making the transition process as smooth as possible and willing to provide custom data conversion to fit your needs. Their job doesn’t end once the transition is complete, however. Make sure to find a provider that offers ongoing training and support before, during, and after a switch.

Making a technology change can be nerve-wracking. Will my data transfer? Will my employees be open to the change? How will this impact the culture at the dealership? However, as long as it’s a collaborative process between your technology department, provider, and employees, making the switch to a new and modern DMS can greatly enhance efficiency and satisfaction at your dealership, and as a result, drive profit.