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On today’s episode of the David Spisak Show, David is joined by Natalia Giner and  Shaun ‘NIFF’ Kniffin. Natalia Giner is CEO of A2Z Sync.  in Denver, Colorado. Natalia has a long history in the automotive industry and has used her expertise to create a new kind of customer experience at A2Z Sync. She has been leading the development team for the A2Z platform for the past three years, helping many dealers adopt the One-Person Sales Model. Natalia’s background in product development and business consulting has prepared her to provide valuable advice to dealers as the industry changes.

Shaun ‘NIFF’ Kniffin, the Director of Marketing and Technology for the germain motor company Organization, to discuss technology’s role in meeting and exceeding the expectations of today’s clients. Shaun “Niff” Kniffin has been with Germain Motor Company for 17 years, working with over 20 stores across five states through He began his career in the automotive industry in 1993, working in retail sales before spending three years in corporate recruiting. In addition to his work at Germain, Niff is also the co-founder of the NCM Digital Marketing 20 Group, which has representation from over 300 different rooftops across the country. He has also given numerous speaking engagements and played advisory roles for companies such as, Urban Science, and Google. Niff is known as one of the leading experts in automotive digital marketing in the United States and is dedicated to serving the industry and Germain.

They discuss how technology has changed the customer experience and how it can be used to bring back the human connection to the business. They also talk about the importance of training and the need to adapt and constantly reassess in order to stay competitive in the industry. The guests also share their predictions for the industry in 2023, including the commoditization of technology and the need to focus on training and culture in order to retain and improve employees.

Key points from the episode:

  1. The conversation will focus on technology’s role in meeting and exceeding the expectations of today’s clients.
  2. Client expectations have increased over the past five years and will continue to do so in the future.
  3. Technology has played a role in increasing client expectations by providing more efficient and convenient experiences.
  4. The discussion will also touch on the current state of the automotive industry and how it has been affected by the pandemic, including the shift to online sales and the importance of adapting to changing customer needs.
  5. Technology can be used to automate processes and streamline the car buying experience, but it’s important to remember the human touch and personalization for customers.

The conversation starts by discussing the increasing expectations of clients and how technology has played a role in that. Niff mentions that while technology is a great servant, it can also become the master, and it’s important to remember the high touch factor behind all the high tech. He also touches on the idea of the Metaverse and how it’s not the same as real life, especially when it comes to purchasing a vehicle.

Natasha shares her thoughts on the role of technology in providing a seamless and efficient experience for customers, as well as the importance of personalization. They discuss how technology can be used to gather data and provide a personalized experience for each individual customer, rather than a one-size-fits-all approach.

As the conversation continues, the topic shifts to the current state of the automotive industry and how it has been affected by the pandemic. Niff talks about the shift to online sales and the importance of adapting to meet the changing needs of customers. They also discuss the role of technology in automating processes and streamlining the car buying experience.

As technology continues to advance, clients’ expectations have also risen. Gone are the days of simply ordering a book on Amazon and having it delivered to your doorstep – today’s clients expect a seamless, frictionless experience. In the automotive industry, this means meeting clients’ needs for speed, convenience, and personalized service.

However, as Niff points out, technology should be used as a servant, not a master. While it’s important to leverage technology to meet clients’ needs, it’s also crucial to maintain a high touch factor and ensure that clients feel like they’re interacting with a human being.

The Importance of Consistency in the Sales Process

In today’s world, customer expectations are higher than ever before, and they continue to rise as technology advances. This means that it’s more important than ever for companies to consistently meet and exceed those expectations in order to stay competitive. One way to do this is by implementing a consistent sales process.

As Natasha pointed out, having a consistent sales process can help increase capacity and improve the overall sales process. This can be achieved through the use of technology and training to streamline and digitize the process, ensuring that every employee follows the same steps every time. This is especially important in industries where not all employees may have the same intellect or experience.

Niff emphasized the importance of helping sales associates understand the purpose and benefits of following a consistent process. By doing so, not only will the dealership benefit, but the sales associates will also see an increase in their own success.

In order to consistently deliver a great customer experience, it’s crucial for companies to have a consistent sales process in place. By utilizing technology and training to streamline and digitize the process, and helping sales associates understand the benefits of following it, companies can ensure that they are meeting and exceeding the ever-increasing expectations of today’s customers.

As the automotive industry looks towards 2030, it is clear that technology will continue to play a significant role in shaping the customer experience. While electric vehicles may not become the dominant force in the market as some have predicted, hybrid technology and improvements in gas engines are likely to continue. In addition, the use of data and insights to understand consumer behavior and preferences will become increasingly important in marketing efforts.

Reputation and the customer experience will remain crucial in the industry, as consumers continue to seek out companies that provide a seamless and enjoyable experience. Training and development of employees will also be key, as the industry looks to improve processes and streamline workflows to increase efficiency.

Overall, the automotive industry will need to adapt and evolve in order to stay competitive in a rapidly changing market. By embracing technology, investing in employee development, and prioritizing the customer experience, companies can set themselves up for success in the years ahead.

Natasha and Niff share their insights on the changing landscape of the automotive industry and the role of technology in meeting and exceeding the expectations of today’s clients. Overall, the discussion highlights the importance of technology in providing a better experience for customers, while still maintaining a human touch and personalized approach. As expectations continue to rise, it’s crucial for companies to adapt and utilize technology in a way that meets the needs of their clients. Tune in for a fascinating conversation on the future of the client experience in the automotive industry.

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