Max Digital Custom Insert - S6
A sales career?
They aren't buying it
Dealers hope better training and tools will slow troublesome
turnover of talent from the showroom
A
NINE IN TEN dealers
said hiring good salespeople is difficult.
46%
of dealers considering
changes to the sales
process pointed to
upgrading technology
for the sales team.
6 | MAXDIGITAL | JULY 2018
s dealers reconsider and reconfigure the
sales process, they also are
addressing a problem that continues
to plague the auto-retailing industry: high
turnover on the sales force.
Nearly 80 percent of dealers surveyed by
MAXDigital this year said turnover is an issue
affecting their business; 23 percent said it's a
major problem. And nine in 10 dealers said
hiring good salespeople is difficult.
"Statistics show that the auto industry
continues to have a hard time getting and
keeping quality people," says Mike Cavanaugh,
former COO of the used-car chain CARite
and now head of strategic partnerships for
MAXDigital. "It creates a disconnect. Dealers
have these phenomenal websites and online
experiences, and customers are expecting the
same thing in store.
"They'll say: 'You made it seem really easy
online. But when I asked about this particular
vehicle, all the salesperson had to say was that
it was a great car - he didn't know anything
else because it's not your main brand.' "
It's a vicious circle: The lack of expertise can
lead to a lack of confidence among salespeople,
leading to more turnover and even less
expertise on the sales floor.
One used-car sales manager put it this way:
"You can lose quality salespeople if they're
scared and don't know what to say when talking
to customers. The right training and tools give
them more of a chance to succeed at sales, so
they're more likely to stick around."
Fifty-two percent of dealers said providing
salespeople with technology that gives
them access to real-time, detailed vehicle
information would make those salespeople
more successful; 67 percent said those tools
would give salespeople the ability to build more
trust and confidence with customers.
Not surprisingly, 46 percent of dealers
considering changes to the sales process
pointed to adding or upgrading technology for
the sales team.
Besides providing salespeople with
instant information on every vehicle in the
lot, technology tools often enable a more
collaborative relationship with customers.
Salespeople can look with their customers to
review vehicle history, pricing, packages and
equipment on a tablet or other screen, or even
collaborate to appraise a trade-in.
Dealers say creating that type of expert
consultant role may be one way to mitigate the
hiring and turnover issues.
Says MAXDigital's Cavanaugh: "Really, how
many people say they want to become a car
salesperson? But you can position it differently.
You can tell your staff: 'You are not a used-car
salesperson. I want you to be a product adviser,
like someone at the Apple Store's Genius Bar or
a BMW dealership. I'll arm you with the right
tools to be an expert on every vehicle you sell,
and help you build trust with every person you
deal with.' "
Brad DeSelms of Fremont Management
Co. puts it this way: "If you advertise for a car
salesman, you'll get nobody to apply. But if you
advertise for a customer service adviser, you'll
get lots of applicants.
"We're looking for ways to help our
salespeople be more tech-savvy. Not only is
technology a great tool for the salesperson on
the floor, I believe it helps dealerships retain
them longer."
Table of Contents for the Digital Edition of Max Digital Custom Insert
Contents
Max Digital Custom Insert - Intro
Max Digital Custom Insert - S1
Max Digital Custom Insert - Contents
Max Digital Custom Insert - S3
Max Digital Custom Insert - S4
Max Digital Custom Insert - S5
Max Digital Custom Insert - S6
Max Digital Custom Insert - S7
Max Digital Custom Insert - S8
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