Max Digital Custom Insert - S3
SPECIAL ADVERTISING SUPPLEMENT
The new sales model
Dealers hear what savvy shoppers expect and are changing the purchasing process
R
esponding to customer feedback
and research, dealerships are
reconsidering the way they sell cars
- especially the part that begins when a
potential buyer actually enters the store.
When MAXDigital surveyed dealers this
year, more than 40 percent said they were
considering changes to the sales process.
Among those dealers who said they were
considering changes, the top priorities are
making the sales process more consultative,
adding or upgrading the sales team's
technology and placing more emphasis on
the dealership's brand.
"What's happening is that dealers are
starting to truly listen to the consumer when
they say they want to do business a different
way," says Mike Cavanaugh, former COO
of used-car chain CARite and now head of
strategic partnerships for MAXDigital.
The increased use of smartphones,
consumers' perpetual use of the internet
and the ubiquity of online retailers such
as Amazon are changing consumer
expectations for all types of purchases,
Cavanaugh says. That makes price
transparency, the availability of technology
and a streamlined sales process increasingly
important considerations for dealerships.
Today's car shoppers are spending more
time researching online, less time in market
overall and visiting fewer dealerships in
person, according to Cox Automotive Inc.'s
2018 Car Buyer Journey report. Less than 60
percent of car buyers said they visited two or
more dealerships.
Not only do shoppers expect to see a
dealership's inventory and prices posted
online, but they're also increasingly asking
to see the total purchase price, including F&I
options, in advance.
"These days, consumers are being
conditioned that you should be able to buy
and research online, see prices and purchase
any product quickly and easily," Cavanaugh
says. "If they have to talk to a person during
the purchase process, they feel it should only
be to consult with someone because that
person is a product expert.
"Given that, the old dealership sales model
is becoming obsolete."
Brad DeSelms, sales director for Lander,
Wyo.-based dealership group Fremont
Management Co., is a dealership veteran who
is experiencing these changes every day.
"The sales process needs to change, and
we're working on it." DeSelms says. "When
I started on the sales floor, I was taught to
follow the 10-step sales process. Then it
became eight. Then five.
"We're all trying to condense the process,
streamline it."
While consumers say they're looking for
a more efficient way to buy a car, they also
come to the dealership well-informed and
looking for a salesperson they can trust and
collaborate with.
"Customers today don't want to be sold
to," DeSelms says. "They want to be informed
and advised. And the more transparent you
can be, the better.
"At Fremont, we're working on changing
the trade-in process in two of our
locations, making it more transparent and
collaborative, and watching how customers
are reacting to it."
Whether it's increasing transparency
online and at the store, enabling
collaboration between salespeople and
buyers or providing cutting-edge technology
for staff and customers, smart dealers are
testing and implementing changes.
"There are a lot of innovative dealers
taking the right steps," Cavanaugh says.
"They realize they need to change to meet
consumers where they want to be."
"Customers today don't
want to be sold to. They
want to be informed and
advised. And the more
transparent you can be,
the better."
- Brad DeSelms, sales director,
Fremont Management Co.
MORE THAN
40%
of dealers said they
were considering
changes to the
sales process.
less than
60%
of car buyers said
they visited two or
more dealerships.
Source: Cox Automotive 2018
Car Buyer Journey Report
JULY 2018 | MAXDIGITAL | 3
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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