Digital is an expectation, not an enhancement or an addition. Our culture has come to expect a digital experience in the smallest of our daily routines. Fast Food has become automated (the kiosk can’t forget I said no pickles), I can take a picture and deposit my check, (or just use Apple Pay and PayPal) and I even order my dog food off of Amazon.
In the automotive industry, this means from the moment of initial purchasing research until the moment the car is programmed for the buyer, digital seems to run the show.
Except when it doesn’t…
Amidst all this automation and technology, there is one thing that has remained consistent: Selling cars is still a social event. It is relational. People buy cars from people. People they like and trust.
Technology has removed many variables in the purchasing process. Online Transparency eliminated the issue of pricing. Most new vehicles come from the OEM with little margin, and used vehicles are nearly forced to be competitively priced.
People search online to find the exact vehicle they think they want, including the trim levels, the mileage, and all other options. All that is left is to come into the dealership.
And your sales and internet team need to win them over.
That takes skill and communication.
Communication is the factor that can make or break a sale.
How many of your salespeople are communication experts? How many are writing wizards and eloquent with every word?
Not too many!?
Knowing how to communicate is a skill that is not easy to train. You must be able to read a person, listen to not only their words, but also their body language while adjusting your message based on what they are saying (or not saying.)
This is made even more difficult when the majority of the communication is being held online.
There are some ways to utilize technology to make our conversations and emails with clients more personalized and well received.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.