Client Onboarding Tips for Companies Selling to Automotive Dealerships

By Mark Mitchell
Mar 22, 2020

Many of today’s automotive dealerships have transformed from a sales floor to more of a tech hub. Just as technology has improved the way that many people do business, it can provide a better sales experience for people who are in the market to buy a vehicle. But ultimately, for dealerships, the bottom line is still the same: making a profit by selling cars to customers.

If you are a company that creates and sells technology to auto dealerships, there are a few key things you need to know about the onboarding process to ensure your clients—the dealerships—get the most out of your platform, products, or services.


Understand How They Plan to Use Your Product

One of the first things to do during onboarding is to get a better understanding of how a dealership plans to use your product. For example, if they are purchasing an inventory tracking system:

  • Is the goal to help their internal employees keep track of what cars are on the lot and where?
  • Or do they want to build a more robust online sales portal for customers researching and looking for a car online?

The way they plan to use it should inform how you train the dealership employees. Many dealerships adopting technology are doing so because consumers demand it, so make sure you understand the dynamics and how it will add value before you start onboarding.


Anticipate Potential Pushback

The automotive industry has a long history, and, for the most part, has functioned a specific way with clearly defined processes and workflows—a customer arrives on the lot, they talk to a salesperson and test drive a car, negotiate a price and hopefully drive away in that car. In recent years, though, technology has completely changed these processes. Customers may research cars online and arrive knowing exactly what they want. They may have even used online tools to calculate a monthly payment amount so there’s little back-and-forth negotiation.

If your products are going to significantly disrupt part of the workflow that a dealership has in place (even if it is for the best), anticipate the pushback and challenges that come from people who like the way it’s always been and don’t want to change. Design your onboarding to help them easily integrate into the product or service and see success early.


Help Them See Value Early

The time from when an auto dealership decides to use your platform or products until they clearly see the value (called time-to-value, or TTV) should be as short as possible. Understanding what they have used in the past, their workflows and habits, and why they chose your product allows your onboarding team to steer them in the direction of success from the start. This can also guide you toward creating measurable metrics that a dealership can use to track their own adoption and success internally during and after onboarding.


Onboard More Efficiently

Whether you have a bad onboarding process right now, or none at all, the GuideCX platform can help you onboard automotive dealership clients more efficiently than ever before. The sooner you can provide them an ROI, the more likely they will enjoy the advancements in technology and the benefits it has for their dealership.

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