From Clicks To Handshakes In Modern Car Sales, Allowing Your Customer To Take The Lead, Mastering Customer Engagement | Kirk Preiser
Ever wondered how the digital revolution has transformed the car buying process? Join us as we sit down with Kirk Preiser, Senior Vice President of Sales and Marketing at LeadVantage. Formerly the Director of Retail Buying Experience at Audi of America, Kirk shares an insider's look at how the industry is syncing the online and in-store experience.
The automotive industry is undergoing a transformation, one that blends the convenience of digital shopping with the traditional values of in-store customer service. On the latest episode of the Dealer Playbook Podcast, we're joined by Kirk Preiser, SVP at LeadVantage and former director at Audi of America, to explore the nuances of this evolving landscape.
The conversation begins with a deep dive into the current state of online car buying experiences. The goal is to align digital browsing with the physical dealership visit, providing customers with more control and consequently, better sales outcomes. Preiser draws from his extensive background to illustrate how an omni-channel approach is not just a buzzword but a crucial strategy for modern auto retailers.
The challenges presented by the COVID-19 pandemic and the global chip shortage are acknowledged, with Preiser highlighting the bad habits that have crept into the industry. These challenges have underlined the importance of a fundamental return to responsive, transparent, and clear communication with customers, reinforcing that the roots of customer service remain as important as ever.
In a detailed discussion on the importance of simplifying dealership websites, Preiser argues for streamlined Vehicle Detail Pages (VDPs) and fewer, more effective calls to action. By directing potential buyers into digital retailing tools that provide clear cost and financing options, dealerships can empower consumers, offering them a clearer path to purchase.
Moreover, the episode stresses the wealth of information available through digital retailing tools, urging dealerships to utilize this data for personalized customer interactions. The goal is to foster an efficient sales process that puts customers at ease and in control, enhancing the likelihood of not just a single sale, but also of repeat business and referrals.
To cap off the conversation, Preiser invites listeners to become part of a community that shares knowledge and drives the auto industry forward. This is more than just a discussion; it's a movement towards a future where car buying is a harmonious blend of online convenience and the personal touch of traditional customer service.
The auto industry is at a crossroads, where the digital revolution meets the road of customer interaction. As Preiser emphasizes, it's not about replacing the human element; it's about enhancing it with technology. This integration of digital tools with a personal touch has the potential to revolutionize the way we buy cars, making the process more efficient, transparent, and customer-focused than ever before.
