News broke in June that Amazon is recruiting car sales executives and may soon start directly selling cars throughout Europe. Amazon Vehicles has already broken into the Italian car sales market, acting as an online sales service for several Fiat models, with buyers picking up their car from brick and mortar dealerships. Market analysts say it is only a matter of time before Amazon becomes a major player in direct car sales across the market.
Amazon has the competitive advantage of catering to the growing segment of online car shoppers. What they are losing out on is post-purchase customer service.
What does this mean for traditional auto dealerships? To compete with Amazon and other web-based retailers, dealerships need to shift their sales staff from focusing on selling cars to enhancing the customer experience. According to Autotrader, 54 percent of consumers would buy from dealerships who provide better experiences compared to lower prices. Capitalizing on their ability to provide face-to-face, fast and easy customer service will be essential for traditional dealerships to remain competitive.
The selling process needs to be streamlined, expedient and focused on customer needs to win over consumers. This will solidify the relationship with customers, encourage them to return to your dealership for any service issues and show customers that dealerships can offer benefits beyond what online retailers can.
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