Customers expect to shop when and how they want to shop, period. Sometimes that’s online. Sometimes it’s in your store. Sometimes it’s both at the same time. If they weren’t digitally savvy before COVID, the vast majority of them are now. That means, whether you’ve realized it or not, you’re now operating in a blended retail, aka omni-channel retail environment. Even if you think you’re digitally savvy, it’s time to re-evaluate how you define digital success. You’ve heard it before: the purchase journey begins online for 95% of your buyers. And the first step in the sales process is developing a relationship with the customer. Are you developing relationships digitally? Or is your online presence devoted to informing and transacting? And what about the handoff to your brick-and-mortar team? In most dealerships, it is clunky and disjointed at best. In short, the customer experience you’re offering is losing you customers throughout the sales process. You may be able to get away with that now, given the flow of demand and the inventory shortage, but you’ve been paying a cost in the form of impatient, frustrated customers whose loyalty you have yet to earn. You won’t be able to get away with it for much longer. If you learn how to develop customer relationships in the digital space now, you can earn yourself a much more patient and loyal customer – someone who will either wait for the product, or be open to transitioning to a pre-owned boat, rental or boat club to fill the gap. Refusing to cultivate the digital landscape not only loses you potential sales, it also can lose you current customers forever. During this presentation, Wheelhouse College’s Sam Dantzler will show you how to plug the (digital) holes in your sales bucket (before it’s too late). He’ll lead you from providing a white glove digital experience to making a seamless transition to an outstanding in-dealership experience, thus turning your digital leads into your newest happy boat customer and raving fan.