The millennial generation is substantially different than previous generations when it comes to how they shop for cars. Dealerships need to embrace new tactics to appeal to this generation of shoppers, who make up a rapidly growing portion of consumer spending. LEARN MORE
I recently returned from a mid-west six roof top dealer group. Great looking stores that have been in a family for 14 years. The owner called me with a major concern. He had noticed that his average time for the first contract was after 2:00 pm. He stated he had asked his General Managers what they thought the issue was? He had responses of all kinds. We are a night store. Most people are at work. You know the rest of the responses. They have all been used numerous times over the years. The owner and I spoke at length of other issues. Employee turn-over, lost RIO with advertising, CSI, just to name a few.
I embarked on assisting this owner to find the real issue. The owner had the GM from the store that we had agreed to a good look at attend a meeting with him at his office on the day of my arrival.
I arrived at the dealership at 7:20 in the morning. I wanted to see how the service drive and parts counter were handling things. Went to the free coffee station grabbed a cup of hot coffee then went into the showroom and positioned myself to where I could see all the doors. I watched as the office personnel arrived for work at 7:45 through 8:00. Service customers roamed the showroom floor for peeks at the new models. As the clock moved forward it became 8:25. Three members of the sales staff entered one by one. Walked right by me, nothing said. They got a free cup of coffee and went in the salesman huddle out to the front of the store. At 9:05 a sales manager arrived. Five minutes later the other sales manager came in. At 9:20 the finance manager showed up. The next four members came in at 9:30. I was never greeted. All of the sudden a page went overhead for the sales staff to report to the sales desk. I walked a little closer to the sales tower and instead of a meeting, they were discussing who and what to get for breakfast. 10:10 came and so did a bag of breakfast tacos. The managers and sales staff stood at the sales desk and discussed the previous nights basketball game and at 10:45 the meeting was adjourned.
I then saw the GSM come in at 11:00. He parked in his assigned spot beside the service drive. He walked by me and said good morning. At 11:45 the owner and the GM came arrived. The owner came over, we discussed a few things. We went into a finance contractor office, then discussed the morning operations of the store.
After the discussion the owner called all managers into the office we were sitting in. He told the GM to go run the sales desk. The GSM, Finance Managers and Sales Managers were told to go into the conference room for training with me. The rest of the day until 6:00 we accomplished so much for the betterment of the store. The next two days I spent with the sales staff.
I have contracted with the store on a monthly training schedule or each department and the numbers have increased by 22%. Even had members of both Sales and Management thank me personally for the increase in their checks.
30,000 Feet View Automotive Consulting