We talk a lot about how the industry is changing, for good reason. Customer expectations have evolved, direct-to-customer disruptors are banking on convenience, and disruptions like the chip crisis and impending magnesium shortage threaten inventory.
But one aspect of car sales has not changed. Whether you’re talking with a customer online or at your desk, it is crucial to understand the features and benefits they need in their next vehicle. In the age of digital retailing, customers come to you to purchase the car they researched online. They have found the car they want, but it may not be the car they need.