- Sep 13, 2015
- First Name
@EdBrooks- Love this quote "I'm convinced that how seamlessly the transition from online to offline happens is going to be a big determining factor in dealerships' success in the very near future".Consumers have been doing much of their "shopping" process -- their research -- online for years. As dealer websites become more transactional (not necessarily fully transactional) consumers are, or soon will be, starting their "buying" process online. That it makes it imperative that the folks on the floor and in the tower recognize where the customer is in their buying process, quickly verify that, and seamlessly continue the process the customer started online.Starting off at square one from when the customer enters the showroom and following a strict prescribed sales process may actually be counterproductive.
I'm convinced that how seamlessly the transition from online to offline happens is going to be a big determining factor in dealerships' success in the very near future.
@BHavican- Your process is still very linear. Why do an interview if the customer already knows what they want? What if the customer wants to go on a test drive by themselves or is not interested in test driving the car at all? I can tell you from personal experience I would not be comfortable with someone telling me to wait and have a drink while they go and pull up another car because they have a "great idea". All that would do is frustrate me. While I'm waiting I would probably observe other customers waiting to go into F&I or for their sales person to return from their "great idea". Now my blood is starting to boil. I a Mom of 4 and a small business owner. I don't have time and I certainly don't trust anyone in the dealership. I am going to assume the sales person has an ulterior motive for showing me their "great idea". Even if it might make sense I won't consider it because I don't trust the process and certainly don't trust the person who is making a commission off my large purchase.