Only those who have spent quality time in Automotive Retail can really appreciate how beautifully chaotic it is. Every day when you open the doors, phone lines, and CRM there is something unexpected to react to – and that is just the guests!
It is not a surprise that focusing on processes in the environment of automotive retail is challenging. It’s very difficult to slow down to focus when new fires emerge constantly throughout the day.
You are stuck in a tragic paradox – if you slow down to focus on the business, the business still continues at the same fast pace around you.
In Part 1 of our series, we will focus on the importance of predictability in the sales process. The reality is that there will be chaos every day in automotive retail, but the key to marginalizing the negative byproduct of the chaos is to focus on the process. Once you have a solid process in place the positive byproduct is predictability.
There are three steps to make strides toward a predictable sales process
Number 1: Deploying the Right Technology
When evaluating technology in automotive it is necessary to take into account the essential non-negotiable elements in your technology stack. These are typically the DMS and CRM and the secondary elements that need to be accounted for are the website and digital retail tool for technology that is customer-facing.
Simply prioritizing your technology for a non-negotiable stance around the essential elements of your sales process technology stack will clarify where you spend time evaluating new elements.
The second aspect that is not quite as intuitive is still very important – finding opportunities to remove and centralize elements within your sales process technology.
Automotive retail has a unique problem, the steps of our sales process are often handled on disparate technologies. Over years of business, multiple components may have been added because of a feature that improved only one step. The problem with this each new technology complicates the ability to be predictable.
If there are multiple tools to complete the sales process, there are multiple degrees of expertise on how to use them. Each separate technology in the last mile of the transaction is a multiplier to a path of unpredictability.
Number 2: Commitment to Training
A critical element of creating a predictable sales model is the commitment to training. If it is left up to chance that the sales team understands how to interact with guests while utilizing the technology you will find unpredictability.
The use of the technology will be inconsistent and the success will be dependent on the skill and experience of the sales team member instead of the integrity of your desired process.
Getting the right training, from the right people simply makes or breaks the success of deploying technology to create a predictable sales process.
Number 3: Set Expectations
A predictable sales process can only be achieved if everyone on the sales team knows the expectations. Salespeople that may be frustrating your sales manager, GSM and GM may not be going maverick on purpose – they may just be a reminder that you have work to do on your expectations.
Expectations should be easily accessible, well known and, repeated, most importantly measured against to declare success. Even better, the expectations should be visible within the technology so everyone is playing from the same scoreboard as they are executing the ideal sales process.
In part 2, we will unpack the second element that is holding you back – the measurability of your sales process.
We are in the business of utilizing technology to deploy your ideal sales process. Join us for a demo of our Dealership Experience Platform and see how some of today’s most successful groups are modernizing their sales process with our DXP.
