2 Min ReadMarch 28, 2022

Look to Your Vendors for Sales Training

Look to Your Vendors for Sales Training

Today's automotive sales training often delivers a poor experience, simply because the programs were not designed with modern retailing in mind. Most trainers still teach the old way of selling, but those tactics won't work for today's retail environment.

According to J.D. Power, customers now visit an average of no more than 1.4 dealerships before buying. This is good, because you’re more likely than ever before to sell a car to a fresh lead. But the experience the customer wants and expects is light-years away from old-school selling. These customers have done hours of research online. They’ve likely used digital retailing tools to complete some of the buying process. They’re on the floor to buy, not to be sold.

Current market conditions have pushed us even further away from traditional sales tactics. With so few new cars on the ground, customers are increasingly open to buying virtual inventory or ordering the exact vehicle they want. More and more, they’re doing it all online and even taking delivery at home or the office.

Inventory will rebound, but we can expect these new ways of buying to stick around. In a recent second-quarter earnings call, Ford CEO Jim Farley said his company is committed to moving more toward an order-based system and keeping actual inventories lower than in the past. This is the beginning of an industry transition that focuses on guest experience and is made a lot easier with technology. Is your Sales team ready?

If your answer is “no,” you’re not alone. However, a traditional sales training company is not the answer. Instead, you should look to the software vendors you already have, such as those who provide your DMS, CRM and digital retailing tools. Software vendors have great consumer insights and are well-versed in consumer behavior because they work with thousands of dealers. They can share what’s working and what’s not when it comes to selling in this market. Training is typically free, and your Sales team may learn how to better use the technology you’re already paying for.

Today’s sales training is about helping consumers navigate the technology tools you provide. It’s about answering every question instead of immediately pushing for the appointment, and having the flexibility to sell 100% virtually and on the floor.

The way to close sales today is much different than a decade ago. You need to train for what’s important to your customers’ process, not what’s important to your dealership process. So take advantage of your vendors' insights — for free or for a nominal fee. And start delivering the buying experience your customers want.

Share This

CDK Global
By CDK Global
Staff

Recent Insights

C D K Foundations Suite. The Core of a Connected Dealership.

CDK Foundations Suite: The Core of a Connected Dealership

In This ArticleWhat’s the CDK Foundations Suite?Core CapabilitiesWho’s the Right Fit for the Foundations Suite? What’s New in the Foundations Suite?How...
4 Min ReadJul 2CDK Global
Dig Deeper Into Your Fixed Ops Digital Toolbox.

Dig Deeper Into Your Fixed Ops Digital Toolbox

Vehicle technology has evolved from mechanical systems to software-driven machines. Today’s vehicles run on sensors, diagnostics and over-the-air updates. Maintenance...
3 Min ReadJul 1Lindsey D. Bona
Car Buyer Satisfaction Tanks in June

Car Buyer Satisfaction Tanks in June

CDK’s three years of tracking car shoppers’ opinions on the purchase process has never seen a monthly drop as large...
3 Min ReadJun 26David Thomas
How Car Dealership Photography Can Maximize Vehicle Sales.

How Car Dealership Photography Can Maximize Vehicle Sales

Gone are the days of grainy newspaper classifieds. CDK data shows that nearly 90% of shoppers are enticed to start...
3 Min ReadJun 18CDK Global
Road Tripping and Overcoming EV Range Anxiety.

Road Tripping and Overcoming EV Range Anxiety

With electric vehicles inching closer and closer to price parity with gas-powered and hybrid vehicles, interest in EVs has skyrocketed....
4 Min ReadJun 13CDK Global
Don’t Flub the Dealership Test Drive.

Why Dealerships Can't Afford To Flub the Test Drive

Nearly everyone who buys a car takes it for a test drive before they close the deal, 91% of all car...
2 Min ReadJun 11CDK Global
How A I Can Help Secure Your Dealership Service Marketing Spend.

How AI Can Help Secure Your Dealership Service Marketing Spend

U.S. auto dealerships spent $4.46 billion in advertising expenditures last year, averaging thousands per month per dealership. Advertising expenses aren’t...
2 Min ReadJun 9Jeanie Cairo
Inventory Dip Alters One Crucial Metric in May

Inventory Dip Alters One Crucial Metric in May

Inventory picked up slightly in May but still remains lower than what was witnessed last year. Overall, shoppers are just...
2 Min ReadJun 2David Thomas
How to Spot Generative A I in Automotive Retail.

How To Spot Generative AI in Automotive Retail

Every vendor in the automotive retail industry is touting artificial intelligence and innovation. From marketing tools to sales assistants, dealerships...
3 Min ReadMay 21Amber Good
How Dealership A I Tools Can Help Service Team Productivity.

How Dealership AI Tools Can Help Service Team Productivity

Eight minutes and 12 seconds may not seem like a long time, but for dealership customers stuck on hold trying...
3 Min ReadMay 14CDK Global