In this interview, Joe gets one-on-one with Mark Rikess, President and Founder of The Rikess Group to get the details on his recent article published in Ward’s Auto entitled, Why People Dislike Car Buying, and What to Do About It.
Consumers expectations are being set by other retail industries. They want to enjoy a frictionless experience. With 60% of current buyers representing women and millennials, who are often uncomfortable with negotiation, dealers must tailor the buying experience to the buyer not the dealership. This also plays a major factor in retaining good staff. Dissatisfaction with being the negotiator along with dated pay plans and long hours also contribute to a negative experience in your showroom. Mark goes on to discuss how technology can play a major role in not just the operations of your dealership, but how it can contribute to the overall buying experience.
