Eric Schlesinger, the chief revenue officer at ActivEngage, sat down with David Kane on Kain & Co. to discuss the changing landscape of dealership technology and its impact on communication in the car industry. Schlesinger emphasized the importance of blending human interaction with the car buying process, noting that people still prefer to purchase vehicles from individuals rather than through technology alone.
One key takeaway from their conversation is the shift in consumer communication preferences, especially among younger generations like millennials. These consumers tend to find phone calls aggressive and prefer digital communication methods. Dealership technology that aligns with these preferences can help businesses better engage with potential customers.
The COVID-19 pandemic has also affected consumer trust and engagement, underscoring the importance of transparency and flexibility in dealership operations. Establishing trust is essential for successful interactions and transactions with customers. Despite millennials being a significant demographic in the market, they tend to prioritize treatment and communication style over specific brands or dealerships. This insight underscores the need for dealers to tailor their engagement strategies based on different demographics and dealership technologies.
Schlesinger’s three decades of experience in the automotive industry demonstrate the ever-evolving nature of the sector and the constant need for adaptation to meet evolving consumer demands and technological advancements. He emphasizes that dealers should focus on meeting consumers where they are in terms of communication preferences rather than trying to control how they engage with the dealership.
Overall, Schlesinger’s insights highlight the importance of staying attuned to changing trends in consumer behavior and adapting accordingly. In a rapidly evolving industry like automotive retail, businesses that fail to keep up could miss out on valuable opportunities to connect with potential customers and drive sales growth.
