Are Car Dealerships Missing Online Opportunities?

Remember when customers used to walk into showrooms to learn about your latest vehicles, and a salesperson was able to greet them, sit them down and build some rapport in order to keep them from visiting the neighbouring competition??

Well, things have changed a lot since then, and the digital landscape of car sales is continuing to evolve at a rate of knots. In fact, the advancements in technology and changes in customer expectations have reshaped the way customers start their buying journey completely. ?

More and more potential buyers (your potential customers) are beginning their research online. ?

They are learning about the vehicles and your business without even having stepped foot in the door, and these online moments are instrumental in the customers decision whether they will or won’t buy from you.?

This shift in customer behaviour poses both challenges and opportunities for dealerships. ?

Many of your competitors are still struggling to figure out how they can embrace video more effectively within their sales teams, inadvertently missing out on crucial customer touch points. This article delves into the pivotal role of skilled and confident salespeople in delivering exceptional online customer experiences, and how you can ensure your own team don’t fall foul of bad practices within your business.?

Let’s start by looking at how things have changed and where the opportunities lie.?

One of the most significant pitfalls in the industry is the slow adoption of video skills training. Many dealerships fail to recognise the impact this has on their customer interactions. As a result, they are unknowingly losing potential customers who become disengaged due to lacklustre online experiences.?

Where they would invest heavily in other areas of customer service delivery, such as handling objections and/or add-on product presentation skills, video confidence and effectiveness is often left out of the conversation, despite it being arguably one of the most important areas of the business in this digitally connection world.?

The thing is, most salespeople want to generate more business, and therefore commission, but the most common issue in the industry is the hesitancy of salespeople to use video. The lack of confidence in utilising this powerful tool leads to subpar online engagements, and this isn’t the fault of the salespeople at all. This is something dealerships need to address head-on, in a proactive and positive way, by empowering their teams with the necessary skills to create compelling and persuasive video content, and most importantly, so they enjoy doing it!?

It’s been proven time and time again, dealerships that invest in quality video skills training gain a competitive edge. This type of training not only boosts the confidence of sales teams, teaching them how to present on camera to build rapport and how to put together consistently engaging video presentations of the vehicles, but it also equips them a future-proof understanding of the customers current buying behaviours and how to capitalise on this. ?

Dealerships stand at a crucial junction right now, where the online customer journey can either be a source of missed opportunities or a gateway to unrivalled success. The key lies in acknowledging the changing nature of customer experiences, addressing the challenges faced by the people using the video technology head-on, and investing in the right training options. ?

If you’re on the fence about the benefits of video skills training for your own sales team, perhaps it’s time to send me a message and book a no obligation chat about your options.?