Dealers across the country report over 50,000 new car sales each day. Each sale represents the end of a customer sales journey.
Over weeks – or even months – each customer conducts research, interacts with brands, and ultimately moves through the process of completing the sale.
Dozens – if not hundreds – of dealers, OEMS, vendors and companies influence the customer along the way.
For example, in the media alone, competing advertising messages impact the customer at each level: OEM, Dealer Association, and individual dealership (Across tiers 1, 2, and 3). The path to purchase is complex, and yet, it all comes together. One sale at a time.
The complexity of our cross-tier community sparked the idea for this column. My goal is to build a community where people in our industry can come together and strengthen collaborative relationships across the tiers - especially between dealers and OEMs.
This column is quite literally meant to spark conversation, ignite ideas, and fuel collaboration. What will come out of this effort? Improved customer experience, stronger cross-tier relationships, and greater effectiveness for each of us within our industry.
I’ll be exploring a variety of topics along the way. From marketing, CRM, and advertising to technology and systems - we’ll openly discuss the issues and ideas that impact our community and our customers.
To get us started, I’m looking for your input. Dealers - how can OEMs best support you? What would improve collaboration? OEMs - how can stakeholders collaborate to create a seamless customer experience both before and after the sale? Vendors - how can dealers and OEMs help you navigate the complexities of the market? These are the types of questions I’d like to explore with you.
I’m excited to be a part of the Driving Sales community. My focus is building a forum where discussion, debate, ideas, and open dialogue can thrive. Most of all, I’m interested in helping each of you win in the marketplace. One sale at a time.
Let’s Talk! What do YOU consider to be best practices in OEM - dealer collaboration? Share your comments below.