SOME OF THE AUTO INDUSTRY’S BEST AND BRIGHTEST SHARE THEIR THOUGHTS ON DIGITAL AUTOMOTIVE RETAILING
We all know that digital is the future in our business. Dealers need to be online, actively engaging users and serving their customers — from that initial point of contact, to the vehicle purchase, follow up as well as maintenance and repairs. To be successful and grow your automotive retail business does require investment in technology but also good old-fashioned principles such as personal communication and participation. Here, some of the auto retail industry’s thought leaders and innovators lend their views on success in the digital age.
GRANT GOOLEY:
Marketing director, Boyer Automotive Group on the digital “shift”
“It’s definitely a challenge. For many sales consultants including those at our own stores, crossing that line into the digital space has, and is proving difficult. I call it the resistance — that little bit at the back of your brain that stops you from doing something because you’re scared you’ll do it wrong. We realize quickly that we are bringing those consumers to our website but nobody is coming into the showroom and our sales consultants are standing around with nothing to do. There’s a shift happening so let’s get our consultants creating content. It’s not easy to do but when you provide the opportunity for that light bulb in their head to switch on, when your sales staff understands that digital can help them sell more cars, it makes a big difference in the culture of the dealership.”
DENNIS GALBRAITH:
Chief marketing officer, Potratz Advertising on the future of automotive retail
“It’s hard to give up the old ways that helped us sell cars before. If you look at where consumers are today, they are moving. Consumers are spending far less time with newspapers, less time with television and a lot less time with television advertising. I think everybody gets that but the opportunities online, they can be difficult to keep up with and they are constantly growing and changing. We can do things now that were not possible a year ago, or even six months ago. We might understand why it’s tough to keep up but the consumer doesn’t. They are unforgiving and the sales numbers are unforgiving. You’ve got to try harder. That’s why you’ve got to stay with and learn from the best and brightest. Watch webinars, go to workshops. That’s how you stay current.”
AL AWADIA:
Automotive account executive, Google Canada on the virtual dealership
“Consumers are frequently online when dealerships are closed, so how do you respond to their questions? Rather than let other information sources influence them, if you have the ability to answer their questions then and there it will be a great opportunity. It’s all about catering to the needs of consumers. While I’d say less than 10 per cent of dealers have a virtual showroom today I can only see that number increasing based on the cost factor and also the technology available.”
JAY RADKE:
Chief business development officer, cDemo mobile solutions on the Canadian market and taking control of the digital process
“Canada as a market is unique. It is a different country to the U.S. and the data is different. In my own experience, having worked on both sides of the border, the blueprint actually comes from the Canadian market. A lot of people may disagree but based on what Canada is doing and the insights here, that in itself will make things easier for those in the U.S. market. When it comes to taking control of digital, what you will see is that the next generation will be able to out-market the establishment, I’m talking about those people in their teens and early 20s. If you embrace digital and do it yourself, you’ll also find that you can free up budgets and will be able to do more and get further with less money spent. From there you’ll be able to start spending again and you’ll only get better.”
ROBERT KARBAUM:
E-commerce manager, Weins Canada Inc. on BDCs
“A BDC doesn’t have to be a big group. It can be one single person that takes care of customers in the same way, every time. When you have standardization, you have accountability and you have higher closing and appointment ratios, it just happens that way. I have done the tests and I have seen what the salesforce can do. If you have a partnership it is easier to get things done, so spend quality time with your vendors but also emphasize accountability. A lot of dealers worry about expense but it’s often because they can’t see the forest for the trees. We did over 1,000 e-commerce deals last year — that is 1,000 units we may not have gotten if we hadn’t been interacting with our online marketplace.”
