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DrivingSales Webinars

Showcasing the most experienced and knowledgeable presenters to support your continuing education in the automotive business. Keep yourself in the loop.

FREE WEB TRAINING: Delivering a Car Buying Experience Your Customers Want

July 26, 2018

1:00 pm EDT / 10:00 am PDT

Based on consumer research, the data is undeniable. The traditional "Road to the Sale" is not aligned with how customers want to buy, but there is a way to successfully navigate the challenges presented by today's buyers and to sell more cars, more profitably. The role of the internet has fundamentally changed the way that customers want to shop and purchase once they step foot in your dealership—they want more convenience and less frustration.

Join Patrick McMullen, SVP of Strategy and Innovation at MAXDigital, as he covers ways to deliver a shopping and buying experience for your customers that will change the way your sales team approaches a potential buyer every time. Learn easy ways to create a repeatable, step-by-step process that will reduce customer discontent and eliminate margin erosion for you.

Key takeaways include:

  • Why the traditional 12-step "Road to the Sale" leads to customer frustration and dealership margin erosion
  • What a customer's goal is when they first enter your dealership (Hint: More often than not, it's not to buy a car)
  • What innovative dealers have done to find and follow the customer's "Path to the Purchase"
  • How and why you should create a "Brand Promise" for your dealership that is concrete and tangible
  • How to adapt to the consumer's changing buying journey
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Patrick McMullen

SVP, Strategy & Innovation

MAXDigital


Patrick McMullen is SVP, Strategy & Innovation for MAXDigital. McMullen works closely with the executive leadership team to increase the company's expansion and advance the development of the company's growth strategy. He has played a pivotal role in providing guidance to client executive teams about marketing and selling in an increasingly changing digital landscape, and has been instrumental in the development and delivery of MAXDigital's "Stop the Drop" workshops, which helps dealerships improve customer experience and hold gross profits. McMullen brings over a decade worth of management experience in the automotive industry and has broad knowledge and industry expertise in pre-owned and online operations.