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Question: What was the first
smartphone, and when did it debut?
If your first thought was the Apple iPhone, you’re probably not alone – but you are most definitely wrong. The
first smartphone debuted in 1994, was built by IBM and named the Simon Personal Communicator. It was the first
mobile device to combine a cellphone with PDA features...thus making it a “smart”phone.
Fifteen years later, the iPhone debuted. And that changed virtually every aspect of modern life -- especially the
business of automotive retail. From the way dealership staff work to how shoppers buy, today it’s possible to
handle virtually every aspect of a car purchase via mobile devices. Most people are already well on their way to
doing exactly that: According to a recent study by AutoTrader, 42 percent of car buyers use multiple devices to shop
for a car and it’s growing rapidly. By 2020, it is projected to be 80 percent.
“People like to do things on the go, and they like to be informed,” said Michael Collins, Dealertrack senior vice
president of lender and F&I solutions. “It’s especially so when they’re shopping for a vehicle. Smartphones and
tablets give consumers a powerful and transparent resource wherever they are, and whenever they choose to shop
and research.” It’s a classic and indelible example of how technology has changed the world, right down to how
we market and sell vehicles. In fact, there are at least three ways that the world of mobile has already and forever
changed the way you do things at the dealership:
Put away the four square and pick up the tablet.
In 2013, JD Power and Associates reported that “sales satisfaction among new vehicle buyers is 52
points higher when their salesperson uses a tablet device than when their salesperson does not use
a tablet during the sales process.”That’s really not too surprising. Shoppers feel more comfortable
using a tablet because it’s a personal and collaborative experience; dealer personnel and shoppers
can review and finish the deal side by side, working together through the app on the tablet to find
the right car, price, and financing option.
Be informed. Be very informed.
The use of mobile technology has put consumers’knowledge into hyper drive, and they expect sales
consultants to be right there with them. From vehicle features to access to already submitted credit
and trade information, and even being able to create a professional menu selling experience, your
sales team should be leveraging mobile technology throughout the showroom to create happy
customers, bigger profits, and a more robust experience. Mobile technology helps to maintain
consistency in the bridge from digital retailing to the in-store transaction.
THE TOP 3 WAYS MOBILE TECHNOLOGY IS COMPLETELY AND
FOREVER CHANGING THEWAY YOU SELL CARS
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