Personalized videos texted to a prospect with a call to action such as, "so Tom, we have open appointments today at 4pm and 7pm, let me know if your wanted to stop by and take this car for a test drive"... has a 95% open rate and very high response rate. I think if anything, that's were the focus should be with any car dealer... And also by having a live chat/bot right they on the VDP... Chat with us instantly live, click here.... 😁
Been selling cars online and been the digital director since 1999, thousands of sold cars, were all sharing ideas, I get it. Bottom line is that nothing happens until the customer explores and drives the unit "on your lot" and gets excited about that car. Then they will know they are getting a great deal, no matter the price delta with comparable models in the market. Any discount I give will be more symbolic than significant. However if Amazon has not taught us that price does matter, then we have never paid attention they prove it is, by showing you the comparables on the same page. But if you make a video that does not mirror the specific customers needs and address the solutions they have, uniquely, you're back to cookie cutter and it back not be enough despite your best intentions.
I guess the difference is that I want to help sell cars at my dealership, not create my own website and charge dealers for leads. By the way, great (and short, simple) video, Bart. We can all add more value to our vehicles with details that set our vehicle apart from all the others similar to it. 3rd party pricing tools don't always reflect the true value of a vehicle: features/condition that add more value. It's also helpful to sales staff, who can use that description as a quick tool when confronted with customers who are confused about the differences in price on 3rd parties.
I'm on a different level altogether on this but get your point. The goal for me is 100% conversion to a sale, by mitigating consumers concerns and suspicions at the dealer level. If car buyers are only visiting 1.4 dealers, how are you truly differentiating your value proposition and giving your customers the edge on price validation? They are visiting numerous 3rd party sites, we know which ones, that's why my idea isn't crazy.
I'm all for transparency, but not using a method that potentially undermines a conversion. If you do want to show comparisons on a dealership website, I believe most vendors have other ways that are more dealer-friendly, such as displaying the Carguru badges on the SRPs and VDPs on your dealership website.
So Bart, I guess that what I should do... is create a consumer Auto website that aggragates numerous 3rd party data into one Super-VDP, allowing the customers to search for a car, and present the comparisons with links to them, and charge dealers for the leads. That would work.
Suzanne, in my analogy, price comparisons are presented on the pricing front and center on the VDP, not description. Depending on the brand restrictions, there are no rules preventing transparency. We must move beyond being afraid or not having the understanding or customers are checking all this already. The approach is customer friendly, and I realize many dealers still try to keep consumers out of the loop, but that's where we are today. As a GM dealer, yes you are very restricted, sadly, from creating a truly transparent experience.
I agree with Suzanne. It's so hard to get visitors on your website, I would think you would want them to convert vs redirect somewhere else where you would potentially have competition.
That being said, there is value in 3rd party validation. If you are going to link, make sure it opens a new window.