Digital Automotive Retailing Increases Closed Deals

Over the last few years, automotive retailing has started to become digital. Experts believe that it will be the norm, even after the time of the pandemic. It is not impossible to see a dealership website with an online showroom and online financing application form. Dealerships have reported a dramatic increase in their online purchase last 2020. This shows that close to half of the purchase is occurring online. To ensure that you will take advantage of this number, we will list some of the digital automotive retailing strategies you should use.

How to Integrate Your Digital Automotive Retailing System to Sales?

If this is your first time to shift to the digital retailing world, understand that it will not happen overnight. It will also not manifest if the dealer will not embrace a more progressive digital automotive retailing model. While we’ve mentioned that the industry is already poised for transformation, conventional car-buying and car-selling are still deeply rooted in our culture. Here are some of our tips that will help you start towards the right direction.

Digital Automotive Retailing Must Be Integrated with Sales Process

Your team will need to have a comprehensive understanding of using digital automotive retailing. They should also be well versed in how they can promote your vehicle and send a positive message to your target audience. There are some practical steps that you can take to ensure that the transition of your sales system will be seamless and your profit will increase.

• Integrate CRM with your Digital Retail Channels. There should be a system in your Customer Relationship Management tool that allows you to relate the phone calls and foot traffic into your digital retailing tool.

• Updating Your Script- Shifting your automotive sales process to the digital system means that you are making some serious investment that will have a serious implication in the future of your dealership. You need to be aware of who you are talking to. You should also make sure that your customers are ready and comfortable using this new system.

• The Distribution Rules- With your Customer Relationship Management tool, you can automatically send the crucial information to the correct department of your dealership.

• Standard of Ownership- It should be clear on who is going to handle the customers in every step of their buyer’s journey, whether they are applying for their financing option or trading their vehicle. There should also be a piece of information on who is expected to handle the communication or when they should provide follow-ups or updates.

• Determine the Opportunity- With your digital automotive retailing system, your customers are more in control of their car buying process. There should be no confusion on the process once they make an in-person visit to your car lot.

Promoting Your Digital Automotive Retailing Process

If digital retail is an entirely new concept for you and your target customers, you will need some time for them to get accustomed to it. If they are not accustomed to using this system, it will not contribute much to their purchasing experience. Therefore, as a dealer, you will have to look at things from your customers’ perspectives. Focus more on the features that are missing from the traditional retail process. Make sure that it will offer convenience, efficiency, and transparency.

• Promoting the Benefits and Functionality- Teach them how the digital automotive retail process can help cut down the time necessary for the customers to complete their purchases. Inform them how they can seamlessly submit their trade, credit, and financial information. You may also have an online showroom that gives them a 360-degree perspective on their desired car.

• Create a Video- An instructional video would be an excellent method to educate your customers about the new system.

• Developing a Dedicated Page- There should be a dedicated page on your new website that informs them of the convenience of using the new system. Tell them how the new tools ensure a transparent and seamless process.

• Promote the System in Your Dealership- There should be a system in your car lot where the customers can access your digital automotive retailing model. Be sure that personnel is on standby to answer if they have questions about the system. It is a great way to familiarize your customers with the new system.

Preparing Your Team

While you and the customers may be ready to shift to the digital automotive retailing system, some of your employees may be new to the concept. You should preapre them well to facilitate smooth transactions. There should be a seamless transfer of data from the sales consultant, service department, and financing team. This will need unhampered communication and close partnership among the different departments. Here are some ways to do this.

• Train Your People. You should provide your people with opportunities to learn about the new system by giving them comprehensive training. Your people need to be adept in using the system before implementing a complete system transformation.

• Determine the Factors that Can’t Be Automated- We’ve mentioned before that shifting to the digital world will not happen overnight. There could be some factors of the sales process that you can’t automate. Perhaps you are already seeing a part of your sales that can become more convenient with the aid of new technology. It would be best if you also planned the future changes that can occur in your company.

• Reskilling- You need to have a complete plan for ongoing reskilling. Start by utilizing software that is aligned with your objectives. This offers flexibility to extra busy employees. It also reduces the cost related to in-person seminars and training.

• Add the Job Requirement into the Hiring Process- Be sure that you will implement your digital automotive retailing skills to your job requirements. For instance, you may require them to complete an online form when submitting an application. This will significantly reduce the time needed for the training of people.

Preparing Your Dealership for the New Digital Automotive Retailing System

The auto market is headed to the digital automotive retailing process. It shows that the majority of the customers are looking for this for convenience and transparency. However, before you can even start the ball (or wheels) rolling, you need to ensure that your dealership can seamlessly adopt the concept of online transactions. Here’s how to do it.

It should Have a More Profound Customer Engagement

Digital automotive retailing will give you with customers that are ready to initiate a purchase. Aside from initiating deals, having a digital showroom will increase the time that the prospect will spend on your website. Nonetheless, you should not wait until your digital system goes live into your dealership to take advantage of the benefits it offers. Start by sharing how you plan to integrate this into your sales strategy by adding this to your website. Once this has been introduced to your website, you will have CTA and the payment system to start with. This will significantly reduce the time they will need to spend in the dealership.

Meeting With Your Team

Acknowledge that your digital automotive retailing process will have an impact on the whole team. Therefore, you need to inform them about the impending change and create a positive impact. By creating awareness of this upcoming transformation, you can share with your team why you believe that it is time for you to shift into the digital realm. Your people will have more precise insights into the reasons that convince you that this is the best course of action for your dealership. You should not disregard your service team in this meeting. Be sure that this digital meeting will be a regular habit for your dealership.

Avoid Thinking of Customers as Leads

While marketers will refer to the customers as leads and just a part of your statistics, you need to see them as more than the numbers if you want to close the deals. Focus on ensuring that the digital sales for them will be convenient. Make sure that they will not feel that they exert too much effort to complete the sales. Also, be sure that they understand that they are getting the full benefits of the digital automotive retailing process.

Include Your Key People

To complete the transformation to the digital automotive retailing system, you should include all the key people in your dealership, from the concept to the setup process and the new system’s implementation. If one of your key personnel won’t be able to see the transformation process, they will dampen the mood and lover the morale. There is this risk that they will be less focused than the other team members. It will make the process incoherent. You should address any pauses, distractions, and interruptions before setting up the meeting. If your team members are constantly distracted, this can lead to failure.

The digital realm has led to a new process, and it is still evolving swiftly. The convergence of the physical and digital showroom is taking things in a more exciting and convenient direction. In the future, the industry will introduce augmented reality and virtual reality. Regardless of how the future will evolve, we know that the digital automotive retailing process is here to stay. It will continue to impact the industry dramatically.