New Car Salesperson

Of all the positions at a new car dealership, the salesperson is perhaps the most underrated and under appreciated. But salespeople are a vital part of our business and are highly valued within the dealership.

According to a poll by Maritz Research, Canadian new car buyers increased their reliance on salespersons at dealerships during the past four years despite industry predictions that the power of the Internet would largely displace the traditional top source of information.

The dealership salesperson is a leading source of information for almost 56 per cent of shoppers. That’s up 3.3 percentage points from 2004.

For anyone entering the profession today, however, the job requirements and expectations are much different. Before you are permitted to sell cars, you must pass an Automotive Certification Course. This course covers a range of issues, including the laws, rules and regulations that govern the retail automotive sector.

One of the biggest differences between selling cars today is the consumer. The Internet has made it possible for car buyers to conduct exhaustive research on various makes and models and to compare lease and finance rates.

Buyers’ use of dealer or manufacturer websites rose, too, but not at the pace industry watchers had expected.

Websites are a top source for 21.7 per cent of buyers, still far below salespersons in importance, according to the survey, which was conducted last August among about 40,000 people.

“There was a perception 10 years ago that the Internet would replace the salesperson in a dealership,” said Chris Travell, vice-president of auto research at Maritz.

“Obviously that hasn’t happened.

“There is still a relationship that needs to be developed when someone buys a car and the salesperson fulfils that role,” he added.

“A majority of Canadian shoppers rely on a personal touch.

“To many consumers, buying a car is like a romance.

“It’s difficult to have an intimate relationship with the Internet.”

The survey also indicated that dealer and manufacturer websites have moved up from sixth to fourth spot among top information sources but still fall significantly behind “word-of-mouth” and “consumer guides.” Travell said the Internet has also changed the dynamics among salespeople, dealerships and shoppers. The ability to research autos has increased dramatically and given consumers more power.

“Customers are coming into showrooms armed with more information than they ever have.” Websites such as newcarToronto.com have valuable information such as who to trust when buying a car and new car reviews and reports.

Automakers are using more objective third-party information from the Internet to help salespersons sell autos, Travell noted.

Almost 26 per cent of buyers rated fuel economy as a top reason for choosing a vehicle, the survey showed.

That was up from 21.6 per cent in 2004.

Value for money and reliability remain the top two purchase reasons, according to the survey.

Road handling, ride quality and engine performance have declined in importance because most vehicles perform well in those areas and it is more difficult for a buyer to differentiate between them, Travell said.