Pub. 2 2019-2020 Issue 3

26 Accelerating Gabe Garroni, Senior Vice President of Sales, Ally Insurance N ationwide and in West Virginia, dealers are shifting to digital auto sales—ready or not. It’s a big change from a traditional dealership structure that encourages departments to operate in silos, sometimes causing coworkers to compete with each other instead of the store across the street. As dealers work to simplify operations in today’s environment, it’s smart to take a closer look at how digital resources can seamlessly link different steps of the sales process through a single point. Dealers who do it right in the next few months could be well-positioned to succeed in the long term. To successfully update your dealership’s approach, be sure to keep the following top of mind: Make a strong virtual impression You wouldn’t let the cars in your showroom be unwashed or parked haphazardly. Make sure your website reflects the same clean, organized look a customer would expect from a physical dealership. Start by conducting an online audit to get a sense of how your dealership is displayed virtually. A quick Google search will provide a good idea how customers are viewing your products and services. Verify that search results are accurate and up to date. Are your hours of operation and staff photos current? Do you have promotions listed on a “specials” tab? This is a good time to update it with service and F&I specials. Integrate F&I and sales Traditionally, F&I was a specialized department. But, as car shopping moves online, savvy dealers are aligning F&I with the remote sale and digital process. Income from F&I as a share of profit has been steadily rising as more dealers realize its potential. Data from NADA shows that the income from F&I departments accounted for 25.5% of total profits on sales in 2018, up from 24.9% in 2017. You may not be able to physically walk your customer over to the F&I or service departments, so it’s important for every salesperson to be comfortable explaining the benefits of financing and protection products. Just like online vehicle inventory, F&I products should be promoted on your website for customers to research and compare. Digital Sales