Over the past few decades, digital interactions have rapidly outpaced face-to-face interactions. Social media, AI, and remote work are reshaping how we connect.
The average person spends 7+ hours daily on digital devices, and for every 1 in-person interaction, people have 5 to 10 digital interactions. AI-powered tools are increasingly replacing human interactions:
- AI-driven content recommendations reduce word-of-mouth interactions.
- Chatbots for customer service.
- Self-checkout systems in retail.
- Automated sales assistants scheduling customer appointments and providing financing and pricing information.
This means that the role of in-person interaction is changing. What does this mean for dealerships?
Showroom traffic is way down. In 2005, buyers visited 5+ dealerships before purchasing. In 2023, it was just 1.6 on average. In short, everything is changing. There are now higher stakes for each touchpoint. Fewer face-to-face sales opportunities mean each moment has a greater impact; a single poor interaction can drive a customer to a competitor. Quality interactions are more important than ever.
Digital research can’t replace emotional connection. Buyers still crave the trust, reassurance, and expertise that only a real person can offer. Because of this, salespeople can add value beyond the internet, answering nuanced questions, offering tailored advice, and building rapport and trust in ways the internet can’t.
Additionally, in-person sales have higher close rates. Buyers who step into a showroom are more likely to purchase the same day. Great in-person experience moves them down the sales funnel faster. Beyond just securing the sale, in-person interactions enable upsells like Finance & Insurance and accessories & add-ons, where offerings and plans can be personalized.
The human experience is the competitive edge. While digital tools streamline buying, quality in-person interactions make or break a sale. This means it’s time to invest in training, customer service, and consultative selling.
Local dealerships are more than an authorized retail location for a manufacturer’s products. Local dealerships are trusted community hubs where experienced employees build lasting relationships, serve as expert guides, and play a critical role in their customers’ ongoing ownership journey.
That’s why it’s more important than ever for dealerships to prioritize training that develops better conversations—because relationships are built in conversation. Whether it’s a Service Advisor explaining repair options, a Parts Associate upselling the right accessories, or a Salesperson guiding a customer toward their dream vehicle, every frontline employee must be equipped with the communication skills to connect, serve, and close.
Unfortunately, traditional training approaches—like eLearning modules and quizzes—fall short. They may check the box, but they don’t build real skill.
They lack the coaching, repetition, and real-world practice that customer-facing employees need to perform with confidence and consistency on the floor.
To truly move the needle on close rates, lines per ticket in Parts, and hours billed per RO in Service, training must be paired with practice. And the best way to practice is through roleplay scenarios that reflect the actual conversations employees have with customers every day. Managers can deliver this training one-on-one, but the time commitment is massive—especially during the busiest selling seasons, when development matters most.
That’s where DealerAI by Herohub comes in.
DealerAI provides a virtual coach that delivers daily roleplay scenarios in just 5 minutes a day. Salespeople, Parts Associates, and Service Writers can practice real conversations tailored to dealership processes, guided by lifelike AI characters that simulate real-world customer interactions. It’s like having a personal sales coach in your pocket—one who never gets tired and always has time.
Like Marc Márquez trains year-round to stay competitive in MotoGP, and Steph Curry still practices his shooting daily even as one of the greatest of all time, your team—rookies and veterans alike—need regular reps to stay sharp, grow their skills, and drive results.
DealerAI helps dealerships turn customer conversations into competitive advantages—one roleplay at a time.
The future of sales belongs to those who master the human advantage. With fewer in-person opportunities, every customer interaction matters more than ever.
DealerAI ensures your team is ready—giving them the confidence, skills, and experience to turn every conversation into a sale. Learn more here.
Jared Burt
Jared Burt is the Founder and CEO of Herohub, the company behind DealerAI and DealerAI Advantage, tools transforming how dealerships and OEMs train, sell, and grow. A former owner and operating partner of Rexburg Motorsports, Jared also held leadership roles at Motorfist/Arctic Cat, supporting dealer network development and marketing strategy. He grew up selling parts at his family’s International Harvester dealerships, holds an MBA from Brigham Young University, and formerly taught business and marketing at BYU-Idaho. When he’s not leading innovation in the industry, you’ll find him outdoors—most recently summiting the Grand Teton.
