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Jared Hamilton
From: Jared Hamilton
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Amy Taggart

Amy Taggart Marketing Manager

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Bridge the Knowledge Gap to Make More Sales

 

Saw an interesting article this week featuring data from  AutoBuying101.com's "Auto Buying Experience" survey, which describes car buyers' experiences with working with auto dealers.

There weren't really any earth-shattering insights on offer, but the data did corroborate some of the things that we "know" about car buyers and the auto sales process:

  • Car buyers find the process to be "stressful," and only 28% of the respondents said dealers were trustworthy (yikes).
  • 37% thought that the worst part of the process was price negotiation. However, 79% felt like they got a fair deal.
  • According to the same survey, many don't plan their approach to the dealer: they don't set an appointment (44%), check their credit (44%) or get pre-approved (47%) before they show up on the lot.

On the other hand, 78% checked out at least one dealership website while they were considering what car they wanted to buy, before they went driving around.

That means that you have the opportunity to make it easier for your customers by doing what we do: educate them on what to expect. When people apply for a car loan at one of our consumer websites, we make a point of telling them what happens next and how to be prepared. There's no reason that you, the auto dealer, can't do the same.

It's simple: add pages that describe the best way to buy a car from you, including how the process works at your dealership and what they need to bring in order to close the deal. Increase your transparency to counteract that 28% trust rating. And follow through on what you say you're going to do.

When you make their experience great, you'll get a car sold and a customer advocate who will recommend you to all of their friends.

In the end, isn't that what's best for you, too?

Jeff Cryder
This will become much larger topic of discussion in the comes months. How do we separate ourselves from our competition when it comes to the "physical experience". We [dealers] spend big time dollars on enhancing the online experience but what happens when that experience doesn't match or is less than the physical dealership experience? For some dealers the experience gap from online and offline dwarfs even the Grand Canyon. As soon as we start seeing ourselves as service companies with product offering the light bulb will go off. Once that happens less focus will be put on selling the product and instead on enhancing, amplifying and selling the all around experience.
Amy Taggart
Thanks for the comment, Jeff. To be fair, many businesses struggle with this, not just dealers.

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