The number of customers who prefer to shop through digital means is continuing to grow. This has raised concern in the automotive industry as some are wondering if car dealers and salespeople are still necessary for the future.
 |
| Image source: theologyofbusiness.com |
There are those who even claim that in a few years’ time, the services offered by these companies and professionals would be rendered obsolete. After all, businesses of this nature have traditionally relied on face-to-face conversations and negotiations.
Even so, the continued advancement of technology, and consumers’ preference for and reliance on online means of shopping is not seen to put car salespeople out of commission. Their roles, however, would most likely change.
For example, before heading to a showroom, most buyers in the past would have not yet completely zeroed in on what brand or model to purchase. The sales pitch or the explanation of a salesperson would heavily factor in their decision-making process. Today, most customers can research on their list of choices through the Internet. Some would already even know what they want, with the visit to a dealership done just to see the model firsthand or to test-drive the vehicle.
Rather than striving to educate every customer about the available cars, salespeople should give more focus to building relationships with them and understanding what their needs are.
 |
| Image source: mentalfloss.com |
Also, car salespeople can take advantage of technology and use it to reach out to more clients. They can leverage data and analytics to target a more specific audience so that marketing activities can be conducted more optimally.
For more articles on the automotive retail industry, visit this Jeffrey W. Lupient blog.
No comments:
Post a Comment