Best practices sellers should focus on as the automotive industry evolves

Best practices sellers should focus on as the automotive industry evolves

Salespeople at car dealerships across the country are being urged to brush up on their skills, as the “easy” sales of recent years may have left them rusting. Today on CBT Now, Jen Suzuki, President of eDealer Solutionsacclaimed sales trainer, and NADA Dealer Academy guest instructor discusses the modern auto sales techniques dealers must have as the industry changes.

Managers report that the main problem they face is the lack of basic sales skills in their employees. In a market with low inventory and high demand, it was easy to sell what was available. However, this has led to a decline in skills such as connecting with customers, building relationships, and asking the right questions.

As a result, dealers are now focused on upskilling their salespeople to provide a better customer experience. This includes going back to basics and teaching the importance of customer service and communication.

Start creating training initiatives from the executive level. Develop an action plan with managers to guide and coach their teams. Focus on a few topics initially so your employees don’t get overwhelmed.

One area that sales teams can focus on is using videos instead of emails or phone calls. Video correspondence can help salespeople build relationships with customers and make it easier to find the right vehicle for them.

Dealers must also prioritize entering customer data into the system as quickly as possible. This creates a more complete picture of the customer and their needs.

Suzuki says people today need more time to make big purchasing decisions. And they often wait to buy until they’ve weighed all their options. This can present challenges for companies, who may need to adapt their processes to accommodate them.

Customers are also more likely to look for multiple offers before making a decision, so dealers need to be competitive. Even if customers are willing to pay more than the asking price, they may be persuaded by a better offer from another dealer.

It is critical for salespeople to build strong relationships with customers, which increases the likelihood that they will choose your dealership over others. By creating processes to handle multiple customer scenarios, you can stay ahead of the competition.

In terms of waiting lists for new vehicles, Suzuki said: “We have a lot of customers on waiting lists, but we don’t see a follow-up, and a lot of things happen when you don’t get a follow-up. What should be the first step of action should not be to just list them. Let’s show them what we already have to offer that might also meet their needs. Let’s show them certified pre-owns. Yes, we can list them, but we can also try to sell something today. Once they’re on the list, there’s a risk that they’ll drop out, move to another branch and get no communication for the next 3,6,9,12 months, and now our CSI is in jeopardy. Now our gross is compromised.”

Suzuki partners with CADA to offer training courses for service and sales at the end of October. This is an excellent opportunity for Colorado dealers to learn more best practices and improve their operations. Colorado dealers can find more information at:

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