Behind the Scenes of a Car Dealership – A Comprehensive Guide
Car dealerships must prioritize efficiency in both customer-facing and back-office processes to enable sales teams and F&I personnel to operate more effectively while meeting customers’ expectations.
Dealerships sometimes include add-on products like gap insurance, VIN etching, and rustproofing in vehicle financing contracts without informing or receiving customer approval – this practice is known as “packing.”
Car dealership inventory management can be an intricate balancing act. Dealerships must keep close track of both their physical inventory on the lot, as well as what reconditioned inventory they have incoming in order to accurately meet consumer demand for vehicles. Staying ahead of vehicle demand requires that sales staff remain apprised of current market trends and which vehicles are selling quickly.
Dealers should ensure they regularly analyze their own data to accurately gauge localized market demand, especially dealerships that rely heavily on trade-in vehicles as an inventory source. By employing behavior prediction technologies like Market EyeQ, dealerships can proactively reach out to owners of in-demand makes and models before these vehicles arrive at the lot, shortening dwell time on lots while simultaneously increasing profitability for themselves and customers alike.
One key component of inventory management is moving vehicles out quickly enough from your dealership so as to minimize losses. If a dealership over-acquires new inventory or overstocks used vehicles, it can take significant time before these products leave your lot and make their way onto customer lots and can cause customer dissatisfaction as well as harm your reputation as a business.
An idle vehicle costs dealers money in terms of advertising and overhead costs, making managing inventory an essential task. The best way to manage inventory is through innovative software which keeps all members informed as to what vehicles are in stock and for how long. This prevents miscommunication while assuring that customers receive appropriate vehicles.
Sales departments are at the core of any car dealership. Their role includes hiring salespeople who can inform customers of vehicles’ features and capabilities while taking customers for test drives, as well as negotiate prices or complete sales deals.
Dealers need to distinguish themselves in an array of similar cars in order to attract potential buyers. Events or digital marketing campaigns around holidays may help boost visibility and they should also be ready to adjust as consumer habits evolve within their industry.
One trend that has emerged recently is the demand for transparent pricing and an accurate picture of total vehicle costs, leading some dealerships to adopt upfront, value or one-price strategies.
Additionally, salespeople must have a thorough knowledge of both manufacturer’s suggested retail price (MSRP) and dealer invoice for every vehicle in their showroom. They should understand how these numbers impact sales negotiations, and negotiate downward from MSRP rather than upward. They should also be familiar with any manufacturer incentives which might reduce dealer’s overall selling price further. Furthermore, salespeople must know competitor vehicle MSRP/invoice levels so as to offer competitive offers while setting realistic customer expectations.
Many dealerships feature service departments as a significant revenue generator for them, often going above and beyond basic operations to build customer loyalty by offering shuttle or loaner cars for use while their vehicle is being serviced, offering snacks or refreshments, etc. All this helps build brand recognition amongst customers who will likely return for warranty work and additional services in the future.
Car dealers typically make significant profits from selling insurance and vehicle finance packages arranged by salespeople, which require considerable work on behalf of dealership staff in terms of meeting with customers to explain each plan in depth.
Some car brands provide customers with capped price servicing plans for multiple years after purchasing their new vehicle, helping to retain them by guaranteeing they pay a reasonable amount for maintenance costs. This strategy can increase customer retention as the dealership will guarantee they pay an affordable maintenance cost price.
Understand why it takes so long for a dealership to process your transaction can be challenging, though various factors could contribute. One main cause could be that their staff needs to consult their managers in order to formulate an offer – something which may take more time if working on weekends or public holidays.
Car dealerships make money through sales of their vehicles and service departments as well as finance. Car dealers typically sell your credit contract to an auto lender – usually a bank or credit union – who offers financing solutions for customers with both good and poor credit ratings. Some dealers even have their own financing company that may provide direct lending on new cars with no interest payments or cashback offers.
Salespeople usually work for commission, and must meet targets for profit in each area of their business to secure their pay checks. For instance, they might receive bonuses for selling the most cars within a given month, accessories or warranties sold, etc. Dealers employ this logic in order to maximize overall profits.
Finance departments of car dealers may offer loans, but it is usually better if you arrange your financing yourself. Bring along proof of ID (such as driver’s licenses and tax returns) as well as proof of income such as check stubs or tax returns.
Some auto manufacturers provide dealers with business support, including national advertising campaigns to build brand recognition among consumers and an annual payment known as holdback that can help defray fixed expenses such as utilities and salaries.