– Wow, these screens are really good!
The spontaneous remark comes from used car salesperson Thomas Sønderaal at Bertel O. Steen in Lier. And a few kilometres away, his colleagues at Åssiden in Drammen are just as enthusiastic.
In fact, the solution from Norwegian company Short Shift has become so popular there that one screen was no longer enough.
From scepticism to queues at the screen
Business is brisk at Bertel O. Steen’s Åssiden dealership. With around 150 used cars in stock and an annual sales target of 1,000 cars, keeping track of everything is essential.
– We have a huge volume of cars coming and going. Some are indoors, others are outside, and some have barely had a price sign put up yet. Having all the information in one place is incredibly useful, says used car manager Christoffer Berger.
When Short Shift was introduced, however, not everyone was quite so enthusiastic.
– We had used screens before, but they were mostly just screens displaying cars. We were a little sceptical about whether this would be another solution like that, admits salesperson Christian Madsen Olsen.
But that scepticism quickly disappeared.
– It took off almost from the moment the screen was installed!
Today, there can sometimes be a queue at the screen by the entrance. And because interest was so strong, the dealership added another screen in the lounge, where service customers, among others, can browse the car selection while they wait.
Around 20 per cent of customers who come in are not quite sure which car they are looking for. The screen gives them a good place to start.
– We can welcome the customer, show them how the screen works and let them explore while we help others. When we come back, they often have a much clearer idea of what might suit them, says Christian.
This is particularly valuable on busy Saturdays.
– We can easily gain half an hour that way. And the customer doesn't have to stand around waiting. It's an absolute winner!
Once the salesperson is available, they often continue together at the screen. They can compare models and go through everything from equipment and roadworthiness inspections to towing capacity. The screen has therefore also become a natural part of the sales process.
– It's actually easier to find suitable cars here than on FINN. We have everything in one place and can quickly show the customer several options, says Christian.
The screen also provides access to cars at other Bertel O. Steen dealerships. Customers can therefore explore far more than just the cars that happen to be on display in the showroom.
– This is particularly valuable in winter. Cars may be covered in snow outside or parked behind one another. Here, every car gets the chance to be seen, whatever its model or price range, Christoffer points out.
A more pleasant way to sell cars
At Bertel O. Steen in Lier, Short Shift has been in use since March. A large interactive screen stands by the used car department, while a separate screen shows images from the car selection in the lounge.
For used car salesperson Thomas Sønderaal, much of it comes down to personal contact with customers.
– We used to sit behind a desk and turn the computer screen towards the customer. Now we stand together in front of a large screen and look at the options. It's simply a more pleasant way to sell cars.
Here, too, customers can explore on their own when salespeople are busy, or simply because they want to look around in peace.
– The good thing is that we also lose fewer customers. Even when all the salespeople are busy, people can start looking at the cars straight away, says Thomas.
He also finds that the screen helps open customers' eyes to cars they might not have considered beforehand.
– Sometimes we sell a completely different car from the one the customer originally came to see. Being able to bring up and compare different models so easily makes it easier to discover other possibilities.
With a target stock of around 40 used cars, the dealership is smaller than Åssiden, but the need to work efficiently is the same.
– We get more out of our time as salespeople. The system sorts the cars for us, and we quickly find what we need. Simple, clear and efficient!
New Smart models on the screen too
In Lier, Bertel O. Steen is also trying out the Short Shift solution for selling new Smart models, but with a slightly different function.
– Here, we can configure a new car together with the customer, choose equipment and explore different options. At the same time, we have access to all the technical information, says Smart salesperson Jonas Bergheim.
Once the customer has found the car they want, the system generates a QR code that allows them to proceed with the order.
Jonas also highlights the collaboration with Short Shift as an important benefit.
– We can request a change, and it's often sorted within an hour. We really appreciate that kind of service!
They have had the same experience at Åssiden, where used car manager Christoffer Berger highlights the supplier's willingness to listen and adapt the solution to dealerships' needs.
More technology – and more time for people
Today, around a quarter of Bertel O. Steen's dealerships have adopted Short Shift. The experiences at Åssiden and Lier suggest there could be much to gain from making the solution available to more dealerships.
Although this is about technology, the benefits for people may be what matter most.
Customers can explore the cars at their own pace, while salespeople have more time to help those who need it. And fewer people risk leaving the dealership without having seen the available cars.
At Bertel O. Steen Lier, there was never any doubt about continuing after the trial period. At Åssiden, they had to buy another screen.
Two different dealerships, with different needs, but one clear shared experience:
When technology makes buying a car easier and more personal, it is more than just a screen.