What if we create another type of space to sell cars?

According to Wikipedia, a showroom is the space dedicated to displaying something so that potential buyers can observe it, touch it, try it, etc.... This word, also according to this free encyclopedia, is an "anglicism" from English, it is more commonly used in the fashion world and is sometimes used at trade fairs and traveling exhibitions.

In the automotive sector it is not used much, it is more common to hear exhibition than showroom, and this does not mean that one is better than the other, we are simply looking for a different mirror to look at ourselves in.

There are good professionals who are experts in the showroom world who make recommendations online, giving relevance to:

• ● The choice of products to display.
• ● Appropriate choice of spaces, taking into account aspects such as light, atmosphere, layout, the size of what is displayed, and buyer access.
• ● A good communication plan that attracts customers.
• ● Making the event more enjoyable.
• ● Showing a clear differentiation of "your brand".
• ● Optimal social media management.

There are more recommendations, but this is not about talking about a large showroom, but rather thinking about what we have in common in the automotive sector when you exhibit, that in other sectors when they do a typical showroom.

At dealerBest we agree with a large part of those recommendations, especially because we believe that we must immediately change the format and the context of the meeting space with the customer and adapt it to the current times we live in. I, the one writing this, consider myself a normal guy, capable of listening to current music, when I take off my tie I get close to fashion trends in clothing and I have an active profile on most social networks.

It's fine that when I visit a dealership I see the same context as 30 years ago when I started in this exciting world of cars. What I do ask myself is how customers under 35 and those who are coming see us. Who, without getting into labels, are more used to the word "showroom" than exhibition.

To begin with, we would say that the change could start by making dealership exhibitions more enjoyable on a daily basis as if they were novel launch events and a different one each day, what do you think? This is about the purchase of a good that for many represents an annual salary, more or less, and yet we don't make it as enjoyable as if it were an important event.

From here, and if we let our imagination fly, let's think about the specific space, whether intimate tables and chairs are good, about counters where on one side there is a chair with someone sitting who looks up from below at the person asking questions. And between the door space and that counter, the potential customer doesn't see the "show" in the "room" anywhere.

Why do we believe the customer should sit while we type on a screen? What does the silence represent in such a colorful and high-expectation space as a dealership exhibition? When we talk about making the visit more enjoyable, what are we thinking of? What does the tie show the customer about the person attending them? What is a space that generates emotion, fun, enthusiasm like? Could you describe it without thinking about the automotive industry?

Well, we have to change and make the exhibition a showroom and have Wikipedia put as an example, in addition to fashion, the automotive industry. What do you think?

We propose music, and pleasant spaces, and fruit, and green tea and every color, and salespeople standing up, sound, light, ecology, books, and ways to entertain while teaching and children entertained with entertainers and... freshness!

Will you help us build the best space to sell cars? You can share your ideas at showroom@dealerbest.com.

Welcome to change.

.