Dealership sales teams are earning higher marks from customers—survey

A new CDK Global report reveals that retail sales associates have made significant improvements in meeting the shopping needs of consumers when they’re purchasing a vehicle.     

First things first: The report—drawn from a survey of more than 11,000 car shoppers over three years—zeroed in on key areas of the car buying process, finding that salespeople are helping to foster a more positive customer experience at dealerships.   

• The percentage of people who say a salesperson made efficient use of their time rose from 75% in 2022 to 82% in 2024. 

• 82% of car buyers indicated that their salesperson demonstrated product expertise, up from 77% in 2022. 

• The percentage of people who said their salesperson provided clear explanations throughout the entire car buying process rose from 77% in 2022 to 83% in 2024.

The CDK study also indicated that 85% in 2024 said their salesperson was professional at all times, up from 81% in 2022—eating away at the negative stereotypes that have been long associated with the dealership experience

Between the lines: The CDK report shows that salespeople are helping to alleviate some major pain points for dealerships when it comes to car buyers and improving sales. 

• However—99 of 100 automotive shoppers begin their purchase journey expecting it to be a “hassle” driven in large part by their experience.

• 56% of shoppers said they would buy more often if the dealership process was not so difficult—the impact of which Porch Group Media says was quantified at a potential increase in sales volume of 24%.

• 61% of car buyers initiate contact by walking into the dealership without prior contact, “Keeping dealers and salespeople at a proverbial arm’s length until late in the purchase process,” due, in part, to their apprehension about the dealership experience.

Why it matters: These findings further highlight how important the efforts of a dealership’s sales team are to a store’s bottom line. Car buyers overwhelmingly expect a frustrating dealership experience—but the data suggests sales teams are actively reshaping that narrative.

The challenge? Despite these improvements, most buyers still hesitate to engage with dealerships early in the process, signaling that there’s more work to be done to fully build trust.

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