At its core, the desking process should be simple. But the reality is, if you ask ten dealerships how they desk deals, you’ll get ten different answers.

What makes desking so complicated?

There are two main factors that have made it increasingly more complicated over the years. The first is a move toward more digital experiences. The second is the addition of more tools the dealership has to use in the sales and desking process.

A Digital Shift

Today’s automotive customers aren’t sticking to one path; they blend online research, digital communication, and in-store visits to create a hybrid buying experience. This shift has redefined what it means to “shop” for a vehicle.

Consumers might start with an online chat, explore payment options on the website, and then walk into the showroom expecting to pick up right where they left off. This creates a complex challenge for dealerships: maintaining continuity across every touchpoint while ensuring accuracy, transparency, and efficiency.

That’s where a unified approach like Retail Anywhere becomes essential, giving dealerships the ability to work a deal seamlessly from online to in-store, without rekeying data or compromising control. As buying habits evolve, meeting customers where they are isn’t just a convenience  —  it’s a necessity.

Too Many Tools in the Tool Shed

Navigating multiple systems is a huge challenge for many teams, especially if those tools don’t communicate well with each other. What happens when your inventory system posts one price on the website, but your accounting tool has a different price? Then, when you start desking the deal, the numbers don’t match. When the process isn’t consistent, deal margins can slip, products go unsold, and the customer experience suffers.

What does it actually look like when the desking process is consistent and structured?

Measuring what matters

To answer that, we looked at dealership data across Canada with a goal to understand the broader impact of consistency in the desking process.

Across the board, dealerships with a more uniform desking approach, where staff had the tools and autonomy to present accurate information no matter where the customer was, saw stronger results in key areas like finance gross, product penetration, and customer engagement.

In short, when the process is clear and repeatable, everyone benefits — sales teams, managers, and most importantly, customers.

Opportunities Ahead

Dealerships are facing real pressures right now — market fluctuations, inventory challenges, and tighter margins. But they’re also facing real opportunities. Revisiting the fundamentals of the sales process, like desking, can be one of the most practical ways to improve both performance and experience.

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