Remember how slow the industry was to embrace the internet as a sales tool way back when? I do, I got into this business around the time the “fad” hit the noodles of dealers across the country. I found as a trainer for an automotive training company, there was a 33/33/33 factor when I would talk to dealers and management about it.
33% said the Internet was not a force to reckon with but a fad
33% said that they were “watching” to see how things developed but remained in park
33% started trying to figuring out how to engage but not really more than a little “figuring”
Then there was that 1% - they were actively moving into this new territory, making mistakes, figuring it out along the way with bumps, bruises and some pain. If someone was to do a survey of all dealerships that were around then and are still around today- I bet they would find that the 1% are the current industry leaders boasting the highest sales, largest grosses, least turn over and best CSI. Don’t hate them because they are beautiful, admire them for taking the initiative, experiencing the unknown, uncertainty and chaos associated with unprecedented new processes and having the tenacity to forge ahead.
These are the same 1% who are turning to technology to continue a consumers online experience at the store and on their lots- create a level of transparency. This 1% are grasping the importance of eliminating disconnects that can be experienced by the Internet shopper once he ventures out to visit the dealerships location.
The key to this is transparency? It’s simple, provide to the lot shopper with the very same information at the point of purchase, lot and showroom that they can get online at home or when they showroom you at your own store (over half do ya know and they are growing). Eliminate this all too common disconnect, lack of information or sales people discrepancy and you automatically save a portion of those people who typically “slip away” without an exchange when they find catch that slip of a number or twist of a term. It’s a win win, your customers will love it because it builds trust and so will your sales staff because they wont need any fancy foot work because they are misinformed, or uninformed.
It is simple, cheap and an immediate trust builder. The 1% “trackers” out there get it and are figuring it out- so as you read this, which one are you?
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