In the pages of my book, POST-COVID CAR SALES A Guide For Selling Cars In The Post-COVID Era, I delve into the multifaceted world of car sales in an era that has been significantly shaped by the pandemic. The strategies, once deemed infallible, have been challenged, and Dealership Managers are now tasked with navigating through these shifts, adapting, and innovating in a landscape that is continually evolving.
The Internet Sales Department: A New Paradigm
The Internet Sales Department is not your conventional BDC (Business Development Center). While a traditional BDC may engage in a myriad of activities, such as responding to leads, calling marketing lists, engaging service customers, and contacting customers in an equity position, all with the ultimate goal of handing the customer off to a salesperson, the Internet Sales Department is fundamentally different.
The Internet Sales Department is crafted with a unique sales process and is fully equipped to assist the customer in purchasing a car online, in real-time. This department can facilitate customer financing, assist in purchasing F&I products, and manage the receipt of scanned and uploaded required documents, such as Proof of Income (POI), driver’s license, and proof of insurance, all while engaging with the customer through chat or text.
A Seamless Online Purchase Experience
Post-chat, the customer will have signed a purchase agreement, been approved for financing, and selected a warranty, GAP, and various protection and maintenance plans. Your dealership will have collected the deposit or down payment, perhaps without even speaking to anyone. The customer will genuinely feel as though they’ve purchased a vehicle.
If there is no trade-in, your Internet Sales Department could complete the purchase with the customer through video conferencing and remote electronic signing. All that would be left is to deliver the vehicle to the customer’s house or schedule a time for the customer to pick it up at the dealership, which, if possible, should be arranged as quickly as possible. Imagine the customer’s delight if they could complete all of the paperwork and simply pick up their new vehicle during their lunch break!
Communication: The Heart of Customer Satisfaction
The post-COVID car buyer demands to be informed, seeks quick progress, and desires instant gratification. Keeping the customer informed every step of the way is pivotal. If you need to step away from the chat or text exchange to get information or verify the vehicle’s availability, inform the customer of that.
For instance, saying, “Mr. Customer, I am going to step away for a few minutes to confirm that this vehicle is still available and not currently on a demonstration drive. If it is still available, I will grab the keys and make sure that nobody purchases it while you and I gather information. Is that ok?” ensures transparency and sets clear expectations.
People don’t mind waiting if it’s necessary, especially if they know they personally benefit from the wait. I have never received a complaint from a customer who said that a salesperson updated them too often or was too communicative.
The Philosophy of Selling to Help
My philosophy, embedded in every page of POST-COVID CAR SALES A Guide For Selling Cars In The Post-COVID Era, revolves around “selling to help.” It’s not merely about closing a deal; it’s about providing genuine assistance, offering solutions, and establishing connections that are mutually beneficial. This philosophy extends beyond the sale itself, permeating every interaction with the customer, even in the post-sale phase.
Enhancing Strategies with Personalized Coaching
While the book offers a wealth of knowledge and strategies, taking a step further with personalized coaching at Closer Classes can provide you with tailored strategies and insights, ensuring that you navigate through the unique challenges and opportunities presented by the evolving car sales landscape effectively.
The customer is ready to buy. He needs you to help him believe.
Article Summary
The Internet Sales Department, distinct from traditional BDCs, plays a crucial role in facilitating online car purchases, providing a seamless, communicative, and transparent customer experience. Ensuring a smooth, online purchasing process and maintaining clear communication are pivotal in satisfying the informed, post-COVID car buyer. Tailored strategies and insights through personalized coaching can further enhance adaptability and success in the evolving car sales landscape.
