If there was a theme to Digital Dealer 21, it was of exploration – of defining and discovering how technology makes business better for dealerships, and which techniques managers should use to leverage the advantage of digital solutions. The reality is clear: many of the tasks that go into buying a car can be better handled online, which saves time in the showroom for creating additional profit, making improvements in satisfaction scores, and creating relationship-building opportunities. From the first keynote panel about How to Set the Stage for Change, to sessions about SEO, Digital Retailing, Reconditioning and Display Advertising, the tone and focus was on accepting and adjusting to this evolution of auto retail, getting small but critical details right as result of that change, and of keeping the process simple, consistent and accountable for team members.
Lesson #1: Computers Don’t Sell Cars. Humans Do. But Both Must be in Sync
The digital side of the business requires the human factor to make it real. The person-to-person experience in the showroom must rely on digitally-driven processes to make the sale efficient, smooth and satisfying for customers and dealers alike. The two must work together to create the type of credible experience that consumers demand and dealerships need in order to thrive.
In other words, the three-hour car sale is (or should be) long gone.
And while the process continues to evolve, the most important juncture is the hand-off between online tasks and in-store dialogue. It can be tricky, with today’s digital marketing and retailing tools increasing in their sophistication, but it’s nonetheless critical: the showroom experience must keep pace in order to make sure the customer starts off in the store where they stopped online. There should simply be no difference between what buyers can do online and what they can do in the store.
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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.