Automotive News - March 12, 2018 - MAXDigital - S7

Building trust & Confidence:
Mind your P's
Dealerships should work to infuse trust
and confidence into every part of the
customer experience.
People:
Listen to customers and focus
on their goals. Arm the sales
staff with the neccessary
information and tools to
discuss every vehicle with a
prospective buyer.
Process:
Create a brand promise and
deliver on it. Build the sales
process around the customer's
preferred way of shopping and
proceed expeditiously.
Product:
Use facts, not just words,
to sell the vehicle. Build
excitement with the test drive.
Pricing:
Determine the optimal
selling price at your initial
conversation and stick to
it. Eliminate haggling on
purchase prices and trade-ins.
Earn a solid profit on markups
by eliminating haggling and
speeding up the F&I process.

how technology can
help the process
Technology can provide a way to share information and be
transparent with shoppers, establish customer trust and
support your sales staff.
Eight in 10 dealerships say their sales staff uses technology
during the sales process, according to an exclusive survey
of dealerships conducted for MAXDigital. More than 80%
say salespeople use technology to check the dealership
inventory; two-thirds say sales staffers use tech tools to educate
themselves and their customers about vehicle features.
Dealers say technology tools provide tangible benefits. More
than half of those surveyed say providing salespeople with realtime information on the packages, equipment and suggested
retail price for all vehicles on the lot can make them more
successful-and more than two-thirds say it can help build
trust and confidence with shoppers.
Not surprisingly, 46% of dealers say they are considering
adding to or upgrading the technology available to their sales
staff in the next year.

The right technology can help dealers who are
re-evaluating their sales process:
* Technology tools can provide structure for a "new" and
simplified sales process and give salespeople a system that is
easy to follow and repeatable.
* Technology is a useful aid to help train and support new
salespeople and contributes to reducing employee turnover
rates. Having the right technology is also especially appealing
when hiring and retaining millennial salespeople.
* Finally, technology can empower managers with a real-time
look at how salespeople are performing on the floor.

Protection products:
Create fixed-price options
on insurance and protection
products that involve modest
increases in the buyer's
monthly payment.

MARCH 2018 | 7



Table of Contents for the Digital Edition of Automotive News - March 12, 2018 - MAXDigital

Automotive News - March 12, 2018 - MAXDigital - SIntro
Automotive News - March 12, 2018 - MAXDigital - S1
Automotive News - March 12, 2018 - MAXDigital - S2
Automotive News - March 12, 2018 - MAXDigital - S3
Automotive News - March 12, 2018 - MAXDigital - S4
Automotive News - March 12, 2018 - MAXDigital - S5
Automotive News - March 12, 2018 - MAXDigital - S6
Automotive News - March 12, 2018 - MAXDigital - S7
Automotive News - March 12, 2018 - MAXDigital - S8
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