The Human Factor in E-commerce: More Important Than You Think
We've been hearing for a while that cars will be sold online, that dealerships will become virtual, that sales departments will be reduced in staff or simply disappear, a myriad of predictions that generate unease about the future. The certainty of all this is hard to
We have been hearing for some time that cars will be sold online, that dealerships will be virtual, that sales departments will see their staff reduced or simply disappear, a endless stream of predictions that make us uneasy about the future.
The certainty of all this is difficult to pin down, and we should not be concerned with making future predictions, but rather with sustainably facing the current reality.
Traditional purchasing processes are undergoing substantial changes in customer habits. Omnichannel (Internet and physical visits) takes on transcendental relevance in purchasing decisions, presenting what we know as "showroom traffic" with a notable decline.
The latest information shows us that the level of lead openings at the point of sale has dropped by around 62% from 2007 to today, according to a Europapress study. The frequency of visits to the dealership has been reduced by online searches during the prospecting phase, with physical visits preferably reserved for the final stages of the purchase.
This new formula has a direct impact on the increase in sales conversion rates, presenting favorable results that should not confuse us, since purchasing processes replicate the traditional model, with the exception that prospecting and information are gathered online, and purchase conditions, financing, or the appraisal of the used vehicle take place during visits to the dealership.
These data clearly show us the need to spark customer interest during those prospecting and information moments, drawing their attention to our products and services.
"In an increasingly digitalized world, personal contact provides an irreplaceable value in the customer experience."
The new environment forces brands and dealerships to continue growing in Digital Transformation, implementing tools and systems that allow them to tackle it with guarantees of success. These are absolutely necessary for the customer to include us in their shopping basket, but what can truly provide a competitive advantage is having a sales team trained and specialized in the new framework of action.
If we want to succeed in an increasingly digitalized world, the differentiating element is made up of people, and the challenge that arises is incorporating the necessary digital training into the current knowledge of our teams to meet customer expectations.
At this point, we find sales advisors reluctant to the changes taking place, who refuse to leave their comfort zone, but reality forces us to transform and adapt our organizations to the new times.
The growth in the number of sales advisors specialized in online sales is an indisputable fact, being the most in-demand sales position among distributors. The profiles demanded prioritize attitudinal values over experience in the sector, driving the growth of candidate selection models that include training in online sales and lead management prior to joining the dealership. We conclude that future investments should be aimed at building trained and specialized sales teams.
Consulting Manager at DealerBest.
