Kirk Preiser is a distinguished veteran of the retail automotive industry and Director of Retail Buying Experience at Audi of America with over three decades of experience. Kirk has held several pivotal roles in companies like Ford Motor Company and TrueCar. He is so passionate about reshaping the automotive landscape with an aim to prioritize the client experience.
Kirk’s commitment to transforming the industry’s approach and breaking away from traditional norms has made him a leading voice in the realm of client-centric automotive practices.
What We Discuss In This Episode:
We discuss the importance of improving client experience within the retail automotive industry space. Kirk emphasizes the need for dealers to recognize the existing problems and work towards providing a better experience for customers within their dealerships. Kirk also highlights the challenges faced by dealers, including the fear of failure and the pressure to meet objectives. He suggests that a negotiation-free environment and seamless integration of both the online and in-store processes can lead to a more satisfying customer experience.
“We need to serve, not sell.” – Kirk Preiser
Key Takeaways:
- The retail automotive industry needs to recognize the existing problems with the client experience and work towards solving those problems.
- Fear of failure and the pressure to meet objectives in dealerships hinder dealers from making necessary changes to their processes.
- A negotiation-free environment can encourage more online sales and provide a better experience for customers.
- Seamless integration of both online and in-store processes is very crucial for a satisfying customer experience.
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