“People are definitely a company’s greatest asset. It doesn’t make any difference whether the product is cars or cosmetics. A company is only as good as the people it keeps.” – Mary Kay Ash
There is no doubt that this quotation by Mary Kay Ash is correct. Furthermore, in the context of a car dealership, if you do not have great sales people who are dedicated to your business and to the art and science of selling the vehicles that are sitting on your showroom floor, you will never sell a thing. Should you not make any sales, you will not be able to pay your monthly overheads, and eventually, you will have to close your business.
Modern consumer trends
As much as you might have the best sales people in the world working for you, if your showroom looks old, tired, and dated, your staff do not have much of a chance to sell cars to people because your target audience won’t want to come into the showroom.
Research has proven that “many consumers believe they are purchasing products when they shop, but in fact they are often purchasing the experience of shopping.” Therefore, the way the cars standing on your showroom floor are displayed and promoted can and will have a significant impact on how the consumer reacts to them, and ultimately, on how much merchandise is sold. Ergo, by displaying your products in an appealing, accessible and attractive, you can your increase sales; thereby, ultimately, improving the dealership’s profit margins.
Tips to renovate your dealership’s showroom
Consequently, it is a good idea to keep up with the latest visual marketing trends and renovate your showroom on a regular basis. It will be well worth the cost. Here are several tips to guide you in the right direction:
Provide multi-purpose workspaces
Companies are moving away from the trend of providing a number of cubicles that are assigned to a single employee. Ergo, the latest trend is to provide modern, comfortable office furniture from a company such as Classroom Essentials where your sales people can sit down with their clients and discuss the merits of purchasing a vehicle off your showroom floor.
Integrate your showroom floor with the workspaces
Open-plan floor plans where customers can walk through the cars on display right up to a salesperson without being made to feel unwelcome by untidy cubicle dividers. It is much easier for a potential customer to approach your employees if they are not hiding behind office desks. It is also a good idea to arrange the vehicles displayed on the showroom floor is such a way that the natural flow leads from the front doors through the showroom to a sales person situated at the back of the showroom.
Ensure that there are comfortable lounge areas next to the workspaces
The fact of the matter is that there will be days where there will be more clients than staff so the customers who arrive later will have to wait their turn. If you make an inviting lounge area where these customers can wait, you stand a greater chance of converting them from visitors to your showroom into returning customers.