Does it feel like aside from news on the pandemic and supply chain challenges, the mantra for the last two years has been digital sales? In their last quarterly shareholder meetings, each of the publics discussed their digital sales platforms. In the most recent car buyer journey study, Cox Automotive stated that 80 percent of consumers plan to complete at least part of their vehicle purchase online, and 25 percent expect the vehicle purchasing process to happen entirely online.
Of course, we know there is a difference between expectations and reality. In this digital transition, very few transactions happen online, soup-to-nuts. The average consumer’s actual experience reflects a more hybrid model, with both digital and physical touchpoints.
Dealers navigating this transition need a strong customer engagement strategy, both on and offline, which requires new skillsets and training. From the initial encounter to closing the sale, your team members must be adept at engaging with the customer on their platform of choice. The salesperson who masters these many nuances will make the sale – and get the commission!