Germain Toyota of Naples had figured out how to conduct vehicle sales digitally in early 2020. But the achievement raised a new challenge for the Florida dealership: Traditional word tracks were no longer relevant.
So the dealership empowered staff to approach sales organically, discarding a rigid process in favor of having a conversation with the customer and addressing the question or shopping step on the consumer's mind at the time.
"We just roll with them," General Manager Brian Kramer said.
As a result, finance-and-insurance sales have increased, boosting per-vehicle profitability, Kramer said. After initial reluctance, sales employees now prefer the revamped approach.