Future resellers need product presenters, not salespeople
Whether a customer purchases an autonomous vehicle or signs up for a subscription-based remote assistance service, most transactions are done digitally, including virtual home test drives.
On rare occasions, some customers visit micro-dealerships to collect the cars and work with a transportation advisor on a personalized subscription plan.
Overall, “you need a lot fewer people to work, and their job description is more of product presenters” than salespeople, the dealer said.
Product presenters or transport consultants understand the car, showcase its features online, organize finance or payments, and deliver it when needed – tasks that go beyond today’s “Genius” employees at BMW dealers.
“There are two different faces to this: digital fulfillment, which are the kind of people hired in business development centers” of the past, said Bill Cariss, chief strategy officer for Holman Automotive Group Inc. at Mount Laurel. , NJ. , there is the entire fleet management team that takes care of all the salespeople and the vehicles themselves. “
Holman, along with an affiliate that is one of the largest fleet managers in the United States, was an early adopter of subscription services, partnering with Cox Automotive in 2017 on Flexdrive, which ‘she hoped to take it nationwide by partnering with dealer groups in others. parts of the country.
In addition to having fewer employees, dealers in 2030 are spending less on compensation than before.
Compensation plans changed when vehicle pricing became non-negotiable, making commissions obsolete. In subscription plans, benefits are based on miles flown or hours of use per day.