Computer assisted sales processes in automotive retailing

Purpose - The purpose of this paper is to report on research into the introduction of computer assisted sales processes (CASP) to a retail automotive sales environment. This research specifically aims to examine the effectiveness and implications for automotive dealers, their staff and customers.Design methodology approach - Primary research was carried out at three automotive dealer groups, including semi-structured interviews with dealer managers and sales people, postal questionnaires and focus groups with existing customers.Findings - The study found customer perceptions of the buying experience improved when CASP was used effectively in the sales process. To achieve this it is critical to evaluate the sales force's technology readiness and orientation so that training requirements can be identified. This research found the training needs of the salespeople were seriously underestimated.Research limitations implications - The main limitation of the research is that, due to timescales, it is a cross-sectional study in thee different dealer groups at three different stages of CASP implementation. It would benefit from a further longitudinal research with a larger sample.Practical implications - The use of CASP and other sales force automation systems is unlikely to lose pace; therefore organisations need to audit their salespeople's skills and use of their systems. Otherwise, the huge investments involved will not provide benefits to the organisation, the sales person or the customers.Originality value - This research expands on previous research into customer perceptions of the overall buying experience and contributes to sales force automation theory. It found CASP improves a sales person's effectiveness with the customer and the customer's perception of the whole buying process.