We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
We all have them, the inevitable “lost” customer. Whether it is the dreaded “bought elsewhere” or even more horrifying “purchased same Brand, different Dealer”, much can be learned from taking the time to get to know WHERE and WHY your potential Customer chose to not do business with you. That’s right, I said YOU. If you’re not taking it personal, you should.
Today I want to touch briefly on just one of the myriad of reasons I’ve uncovered this last week in attempting to contact all customers who gave us the opportunity, but ultimately met their needs elsewhere. GAMES!
Most of you know I’m not talking Parker Bros. here. I mean back and forth, 3-card Monty, hide the profit, pack the payment, under-allow the trade, less than full disclosure, it’s still the 80’s, my customer can’t do math time wasters.
I’ll put myself out there with an example. I spoke with a customer who said they bought at my nearest and most heated competitor because they asked to see the invoice on the car and were told they needed to have a signed commitment to buy with a credit app first. When they declined and said they had already gotten a number (from Edmunds) and just wanted to verify that the offer they were willing to tender was on a similar priced vehicle as the one they had booked out, the answer came back that it was new in stock and the invoice was not yet in the book. They then told the salesman what they were prepared to offer and he told them it couldn’t be done. So they went up the street, found the car they liked, were shown the invoice, made their offer of approximately 2% OVER and bought their New Car.
Today’s customer is more educated and often times that objection or question they ask is nothing more than a test to see if YOU are the place they want to do business with.
Transparency has to become more than a catch phrase in today’s daily Sales Process. Either live it or don’t, either way if all are not embracing the same culture, you are destined to fail.
Is it easier for your sales force to get a “best price” off your website than from the desk? Do your customers walking in know more about your product than your so-called consultants? Does your “Brick and Mortar” operation mirror your on-line presence?
It may be time to take a poll of your own and find those extra deals per Month.