The automotive industry has a lot to gain from technology. In fact, a report by SNS Research states that connected car services, such as navigation and fleet management, will bring in around $40 billion in annual revenue by 2020. The accelerated use of embedded in-vehicle connectivity and smartphone integration platforms is driving the potential profitability of these innovations faster and further.
Technology offers masses of potential in this market, but its real value in terms of profits still remains to be seen. While it’s very appealing to be at the forefront of innovation, the recent decline in light-vehicle sales in the U.S. is some cause for concern. Any downturn at any point in the automotive ecosystem is bad news for the aftermarket sector. When profits are down for the dealership, your business will take a knock too.
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To mitigate the risk posed by fluctuations in the market, you can use technology to improve your sales process. To do this successfully though, you need to ensure that the right software is adopted company-wide. Here are four ways to encourage this.
Understand the needs of your staff
Not everyone on your team will use the same technology in the same way – some may not even use it at all. When people are accustomed to working a certain way, it can be challenging to get them to think and do differently. The best approach is to involve your staff in the implementation process from the very beginning – explain the benefits of the new technology, ask them for their opinions and listen to their suggestions.
Pay attention to how the new system or tool is going to be used. In some instances, multiple departments will need access to the same customer information to ensure a seamless transaction. Any glitch in the software implementation process could disrupt daily activities and hinder, rather than help, a sale. The point is not to bulldoze the new technology into your employees’ work lives; you need to give thought to how it will enhance their responsibilities and get them fully on-board from the get-go.
Provide training
New technology can seem daunting and incomprehensible. Many salespeople are not particularly tech-savvy, some are even technophobic, and most will be reluctant to use the new tool if they haven’t been shown how. If you want to get the most out of your software system then you need to invest in good, regular training sessions that are relevant to each user’s needs.
You can arrange for the training to be done on-site or outsource it to a reputable supplier. It might be best to start with the basics and then work up to the more advanced skills training –bearing in mind that two employees will rarely need to use the technology in exactly the same way. In time, your team will gain confidence and be able to use the technology with greater ease, building strong customer relationships that result in repeat business.
Encourage feedback
To continuously benefit from your technology, you need to consistently track and measure how well it’s working. Keep the dialogue open with your staff and encourage them to voice any problems, highlight any best practice and then make sure that management takes the feedback on board, solves the issues and shares successes.
Measuring progress is an important part of encouraging adoption; if your team can see how the technology is actually improving their sales performance, then they’ll be more enthusiastic about using it.
Manage expectations
Technology may be advancing in leaps and bounds, but it can’t do a salesperson’s entire job for them. What it can do is help them do it better. Your sales team needs to remember the fundamentals of their job and use technology as an enabler, not as an excuse to go on autopilot. It’s up to you to manage their expectations and remind your salespeople that their customer relationships are ultimately, very human interactions.
Your staff will take their cue from you. If your attitude toward new technologies is positive and encouraging, then they will feel far less intimidated by it. Emphasize how software and automation can protect your sector from declining sales and help it capitalize on opportunities when the market swings around positively. The overarching goal is to give your team the best technology possible to help them sell as best as they possibly can.
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