What are you doing to train your sales force on how to handle the
educated shopper? Well you thought the Internet was bad with your
pricing, costs, discounts, etc. out there for all to see. You could get
away with the fact that the information is incorrect and challenge the
shopper.
As more credible businesses placed their information on the web more people now than ever trust it.
Here you are competing with the dealer down the street and/or cross town on price, service and products.
Then
enter the car company. You didn't expect yours to put so much detail
about the product, the business, the industry, recalls, etc., for all to
see as well. How does the lonely salesperson handle the new shopper
that did all his/her research for past 3 months on just your car? And,
to make things even worse the shopper walks in and has it all on his/her
laptop, iPad, tablet and/or smartphone.
Consumer information overload and salesperson information shortage does not create the best environment to make a sale.
Are
you providing your staff with the same technology shoppers use to
access information? Is device technology in your training program? Do
you duplicate smartphone searches so that salesperson can quickly answer
shoppers question on lot, in service area and/or showroom?
Remember the Internet is trusted by shoppers for information so why not use it to your advantage with the educated shopper.
