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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:
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?