In part one of this series we unpacked the importance of having a predictable sales process and in part two we identified measuring the “cause” is a key element of improving a process.
In part three we talk about the positive outcome of investing in a modern sales process.
Unfortunately, efficiency is not the word that describes the sales process in most automotive retail organizations. Disconnected is the common denominator. Technology that is not integrated, training that is inconsistent across multiple tools, and a lack of measurable controls to identify issues in the sales process lead to perpetual inefficiencies.
Efficiency is felt on both sides of the automotive transaction. The guest is often in a posture of expecting a non-transparent and inefficient process and automotive retail professionals typically have five tabs open on their browser conducting gymnastics to move a deal step by step in the process.
To wrap up our three-part series, let’s hit the key components of making progress toward an efficient sales process. Technology, Training, Expectations.
Technology:
The suite of products needed to transact on a vehicle needs to be reduced, ideally to one. One tab should be utilized throughout the entire transaction. A2Z is a Dealership Experience Platform that provides a simple and connected process. With a DXP, you are eliminating redundant data entry, providing a transparent customer experience and staying ahead of the demands of looming FTC requirements.
Training:
Dedicating your operation to a culture of training is absolutely essential in building an efficient and predictable process. Declaring the expectations before and during the training will ensure that the sales staff is on the same page and will understand what scoreboard they will be accountable to and how they will know (not feel) if the process is being executed
Expectations:
A sales process that is predictable is also measurable. When you design your ideal sales process the expectation should be set that the process should be followed tightly with every transaction. This reduces anxiety for sales leaders because once this is implemented and the expectations are known they can open the doors with confidence that the guests will be guided down a consistent path every time.
The byproduct of a great sales process increases the throughput of the store, improves CSI, and earns repeat business.
Although an optimized sales process may not sound very sexy, the results are and can be a true differentiator in your market. The authenticity of a better guest experience travels, it becomes your identity and everything becomes easier.
It’s easier to onboard new team members because there is a script to follow. The cost to acquire new customers decreases because the reviews and repeat customers increase. Profitability improves because of higher throughput and products purchased due to the increased transparency and efficiency in your business model.
The improvement of the sales process starts with a vision of your ideal sales process – one that should be repeated for every guest. Once that vision is established, write it down and share the expectation with others. Next, find the technology and training to execute your ideal sales process. The team at A2Z encourages you to centralize your sales process on one platform.
We have been in the business of building efficient sales processes in the capacity of providing software and in the capacity of leading sales teams in automotive retail. Take the next step in creating a world-class sales process by booking a demo and discussing what your ideal sales process looks like. We would love the opportunity to connect.
