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Jared Hamilton
From: Jared Hamilton
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Amy Taggart

Amy Taggart Marketing Manager

Exclusive Blog Posts

Design: The Driving Factor Behind Showroom Sales

Design: The Driving Factor Behind Showroom Sales

Many factors go into creating a successful showroom. While often overlooked, design plays an essential role in the customer experience and overall success …

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

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DealerRater Reviews now Available on Cars.com

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Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

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Important Considerations for Working with Special Finance Customers

We're focused on writing about "special finance" at the moment, and I'm pulling out the way-back machine to go back to a post from last summer that definitely applies to working with the special finance customer.

For your edification , I've dropped the post in below. Enjoy!

Educate Your Buyers to Improve Their Experience - And Win Their Trust

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?

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