Today, with the constant influx of knowledge and information through social media, customers can come in through the front doors of a dealership knowing more than ever before. Not only that, but they can, at times, know more than the salespeople who are supposed to sell them the cars. A customer who has spent three hours down a YouTube rabbit hole on trim comparisons, and financing traps is not an anomaly anymore. They are the norm.
As a consumer, they have a responsibility to make an informed decision with their money and their knowledge. It's in their benefit to do as much research as they can, and with platforms like TikTok, YouTube and Instagram it's not just easy to do so, it's fun and entertaining. Buying a car is one of the biggest financial decisions most people will ever make, it is in their best interest to be as prepared and informed as possible, and the internet has handed them the tools to walk in prepared.
So, what does that mean for dealerships?
Now more than ever, salespeople have a real motivation to upskill themselves. Not only should they want to perform well for themselves and their career, but an interaction with a client where they are not matching or exceeding their knowledge could be catastrophic for a sale.Customers notice when a salesperson fumbles a question they already know the answer to. That moment of doubt can unravel trust, especially in sales, where trust is hard to rebuild.
Training and upskilling shouldn’t be an obligation. It should be a standard for dealerships and for the clients who deserve a high-quality experience. It also helps bridge the gap between customers and salespeople by supporting employees in becoming skilled experts who are prepared to deliver that 5-star experience.
When a salesperson goes into a conversation as the most prepared person in the room, confidence follows, and so does the close.