Employing product specialists at your dealership shows that you understand today’s customer. Especially given the social distancing mandates and additional safety precautions, your customers don’t want to spend hours of back and forth with a salesperson. They want to talk to someone knowledgeable that can answer specific questions about particular products.
According to the 2020 Cox Automotive Car Buyer Journey Study, an individual spends an average of just under 15 hours shopping for a new vehicle, 10 hours of which are completed without ever entering a dealership. That means you need employees that know your products inside and out to answer any lingering questions they may have from their own research in order to drive value.
What’s the Difference Between a Product Specialist and a Salesperson?
The typical car salesperson is intent on making a sale, regardless of the customer’s needs. Their job relies on commission, and that has put a bad taste in the mouths of car buyers everywhere. A product specialist differs greatly from the traditional salesperson in several ways:
They work on a fixed salary as opposed to hitting monthly sales numbers, allowing them to focus all of their energy on finding the best car for