Much has been said of the customer sales-cycle… from McKinsey to Bain, from digital to manufacturers giving advice – and they all leave-out one huge component… the customer.
2019 found the lowest customer experience/ customer satisfaction numbers in history, then came covid which forced online shopping. The industry looks at the progress the upstart used car brokers made… we look at the reality. Communities are opening-up, the dealership is a community icon.
Relationships with the most valuable customer – the local resident were nearly eliminated. That’s back because residents are getting out… and staying in their community.
The optimum sales cycle must now embrace an omni-channel program – with the cross-over to the local store being an introduction once the brand and model is in place.