Digital Dealer - April 2019 - 37

most people will have questions or needs that can't be
addressed online. Online
car buyers want to work
with staff who are "product
specialists," defined as
highly knowledgeable about
vehicle specs, features,
technology, models, and
trim levels.
Online shoppers also
need someone who is
knowledgeable about your
digital retailing solution software and sales process, so
they can get help navigating
through the various steps.
Creating the best online
customer experience will
require experimentation.
Options for new roles and
responsibilities in your dealership include:
 Digital sales specialist
or concierge to facilitate the
online car-buying process
 BDC agents trained to
assist the online car-buying
process
 Product and/or brand
specialists to answer questions and help with selection
 Combination sales/F&I
managers that oversee the
entire process
There seems to be a
consensus among industry experts that a hybrid
approach including several of these roles might
emerge. Perhaps you have
a combination sales/F&I
manager that oversees the
process, with some portions
facilitated by a concierge or
product specialist.
Alternately, BDC agents
can guide customers
through their journey to a
certain point, then hand the
deals over to the combination sales/F&I manager.

Also, keep in mind that
a small percentage of customers will want their new
vehicles delivered to their
home or work. Who has
this responsibility? Ideally, a
product specialist who can
explain features and take
the customer for a post-purchase test drive.
It's likely that several new
staffing models will emerge
as viable. Which one you
choose will depend upon
how closely it adheres to
your desired sales process.
To be clear, I'm not saying
the role of the traditional
car salesperson is going
away-not yet, anyway.
But how your salespeople
approach and communicate
with online customers is
very different than how they
interact with a traditional
showroom up.
As turnover in your sales
force naturally occurs,
consider bringing in product
specialists and concierges.
Instead of hiring experienced salespeople, try
hiring people who excel in
customer service and are
comfortable using technology, such as associates
at Best Buy or Apple. If
you can find people with a
customer-centric mindset
to help with your digital
retailing process, your
customers' enthusiasm
and satisfaction levels will
skyrocket.
BILL WITTENMYER has 25+
years of experience in auto
retail. Bill relies on the industry's
most comprehensive technology
platform and data-driven
strategies to help dealerships
enhance customer experiences
and grow proﬁts. EMAIL: billw@
eleadcrm.com

Winning Digital
Retailing Strategies
Digital retailing is not a revolution; it's the
next step in the natural evolution of car sales.
More than 80 percent of consumers want to
complete one or more steps of the vehicle
purchase process online. How can dealerships
meet these expectations without losing profits
or control of the sales process?
Bill Wittenmyer's session at Digital Dealer 26
will review the current state of digital retailing and consumer expectations, including
why people want to purchase online and what
they expect from your dealership during the
process. Bill will address the most common
concerns from dealerships and make a case for
why dealers should embrace digital retailing
sooner rather than later.
You'll receive practical advice on how to
prepare your dealership for digital retailing,
including changes in staff roles and responsibilities, technology considerations, promoting
your solution, and a digital retailing checklist.

Takeaways:
 Adapt internal processes for digital retailing
while retaining control of the sales process.
 Adjust staﬀ roles and responsibilities to
facilitate the online car-buying process
and meet customer expectations.
 Promote your digital retailing solution to
drive more customers to your site.
Speaker:

BY BILL WITTENMYER
VP of Sales,
CDK Global, LLC

D I G I TA L D E A L E R . C O M

APRIL 2019

http://www.DIGITALDEALER.COM

Digital Dealer - April 2019

Table of Contents for the Digital Edition of Digital Dealer - April 2019