Before someone responds with the obvious, it is the customer of course!
That said, the next best answer should be the individual at the dealership which the customer perceives to be the most valuable; correct? No, not necessarily since the customer doesn't know what they don't know and someone needs to first listen and learn from the customer to determine their true needs and then provide solutions to satisfy them which the customer may not have considered themselves. That kind of relevant personlaized information provides added value and satifies the customer's needs vs. their wants. Therefor, they are the most important person not only to the customer but to the dealer.
Now that my theoretical answer is on the table the opportunity for me and mine to learn from this post will be to see how many of my Dealerelite friends will reply with examples of individuals and their respective positions on the dealer's team that satisfy this basic consumer need. I will start with a few less than obvious examples of my own with the hope that some will be added that I may not have considered.
I probably should end this post with an assurance to sales consultants that their role is still critical to the sales process. People still prefer to do business with people that they like and there is no product or process that will ever replace your personality. Of course a pretty face or a great personality will only take you so far so you may want to arm yourself - or ask your dealer to provide you with - some of the state of the art technologies that will allow you to compete with today's educated consumers.
As always, I will disclaim that I have an equity interest in the following suggestions but that simply means that I found them before you did! I won't drill down to all of the details - just click on the link if you agree that there is merit in the informaion that they will allow you to provide to your customers.
OK, now it is your turn to list people, positions, products or services that represent the most imprtant person at your dealership to your customer. Hopefully, it is you!
After all, what are friends for!
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