I’m not talking about going out of business, just returning to an open showroom after operating on an appointment basis for the last 6-8 weeks. I’m amazed at the number of dealers who have reached out wanting to brainstorm what it would look like if they never returned to the “old normal”.
During lockdowns, many of of the adaptable dealers have been able to operate at some level, typically involving setting up appointments and meeting one-on-one with their customers. The dealers who have gotten this process figured out LOVE it. The initial appointment weeds out the tire kickers, and the customers who come in for their appointments are educated, focused, and ready to buy. Closing ratios above 40% are not unheard of.
The question is not how do we return to business as usual, but should we? There are a few hurdles to consider:
– In a market with many competitors, will customers not just seek the path of least resistance?
– Many dealer agreements specify a showroom with set hours of operation.
– Regardless of what we sell, impulse purchases can still drive big profits.
I’m not sure what the answer is, but I expect we’ll see some dealers who work hard to define the “new normal”
#dealers #dealerships #powersports #rv #marine #spader