Tensions at dealerships go beyond the salesperson-customer dynamic. Sometimes this tension is an internal battle with dealership staff. As a result, a transformation is occurring at dealerships where more and more dealer executives are moving away from commission-based salespersons to hourly product experts. Patrick McMullen, VP of Strategy and Innovation at Max Digital, discusses external and internal dealership operations at his fictitious “McMullen BMW” store.

This is Part I of a two-part series analyzing the evolution of the salesperson into a product expert. Stay tuned for Part II.

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