When looking into the digital sales for a company it’s crucial to identify and analyze the best approach to simplify the process. There’s a huge benefit in establishing proper training and education in the digital sales process. There’s a higher level need for training and development than there is for technology. If you teach people how to run a BDC (Business Development Center), then there will become a higher need for this technology. When you start a business, you begin with a limited quantity of technology in comparison to what you may have now. As your team and staff start to grow, you’ll need more technology to provide to them and yourself to run the business. 

The digital doorway is an area where vehicle, motorcycle, RV, and marine dealers are struggling because they’re failing to separate digital sales from the showroom. There are even cases where these industries become so focused on the digital side, that they’ve scaled back their in person sales staff dramatically. The process for digital sales and the showroom require completely different approaches. Ultimately, companies should focus on the transformation, leadership, and development of the digital sales process. Businesses are often focusing on the outer aspects such as advertising and website development, but when a customer comes to them needing more information online they don’t get an answer. If one of your main priorities for your business is to develop a website where customers can get answers, it’s your job to make that happen, or your leads will easily fall through the cracks. 

Fundamentally, when a customer is looking online, they’ve already begun the journey– also known as the “emotional” journey. Each click shows that the customer is excited to learn more about the product and begin the journey leading to the ultimate purchase of the product. When a business fails to respond, you’re instantly shutting the journey down. This leads to the customer either going to another source, or doesn’t end up buying at all. For example, if a customer walks into a dealership and they want to buy a car or a motorcycle and nobody helps them, where do they go from there? In retrospect, this also applies to the digital doorway. It’s the same concept, the only difference is that your lead enters digitally.  When it all comes down to it, there needs to be proper training on the digital side and in the physical showroom in order to see steady business growth.