Let’s face it- everything is smart in 2014. We all own a smartphone, smartwatches are on the rise, even our TVs can do more than you’d expect. Cars are no different. And thus, a problem is born. Can users take full advantage of the technology they’ve purchased or is an auto dealer technology specialist required to improve their experience with the new acquisition?
The necessity of such specialist is a debate that has spun up the Internet, but no definitive answer on what’s the best way of employing one is given. Below we investigate the duties of a auto dealer technology specialist and the options for having one in your team.
The Role of a Auto Dealer Technology Specialist
This is the tech-savvy part of car dealership team. Every auto dealer technology specialist must be knowledgeable on the available in the car industry in order to give an adequate pre-sale advice. They don’t just geek up conversation, tech specialists can boost sales by helping potential customers realize the full potential of cars in your lot.
These assets should be capable of effectively informing customers about technologies implemented in cars and teaching them how to take advantage of it. And this is where the biggest difference with sales people come- auto dealer technology specialist continue their work with customers even after sales are finalized. Their role is to educate the new owners and make them feel comfortable with every switch and button on a modern day dashboard.
Get a Car Tech Geek
Many car dealerships nationwide have been proactive and have employed dedicated auto dealer technology specialists even without franchise allowance. Thesewell-trained professionals will go through the time consuming process of answering all the tech questions of buyers, allowing your salesmen to do their magic.
Having such personnel is important in order to provide consistent service as not all salesmen are naturals with technology matters. Some argue that having such specialist on the premises is seen by customers as a step up from most car dealerships. So go ahead and get a car tech geek.
While arguments in support of a dedicated auto dealer technology strategist in your business are plentiful, there are things to consider. Running a car dealership can be costly when necessary expenses such as Dealership License, Insurance and Auto Dealer Bond are taken into account and justifying the salary of such tightly focused staff can be hard. The $30,000-$40,000 annual salary for a auto dealer technology specialist may seem steep for small to mid-sized businesses. Moreover, some car dealers say that customers prefer going through the whole process with one person only.
Taking this into consideration, it makes sense to provide additional training to your sales team. This will provide them with the knowledge to provide the much needed help to buyers who are not naturals with technology. Having a capable, educated team will also leave the more techy customers satisfied when technical questions are being answered professionally.
Ford got rid off the $50 allowance for Sync education program at the end of 2013 leaving its dealers with a $75 program that will teach new owners how to use MyFord Touch. Keep in mind that it won’t be long before this allowance goes away too as 2014 models will be the last ones that come with such the manufacturer-provided program. Although this will make your financial situation harder, don’t make the mistake of dropping these services from your dealership.
Whether you decide to employ new staff or provide additional sales team to convey educational courses, it is important to maintain high standard in doing so. These courses might as very well be what sets you apart from your competitors.