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Chris Hill

Chris Hill E-Commerce Director

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5 Customer Objections. Chose one and own it!

Time for a little reflection... When's the last time you really looked at what factors "YOUR" customers buy on. Now ask yourself is that the message you're conveying both in a traditional and digital advertising? 

There are five buying objections in the retail automotive advertising:

  • Price
  • Payment
  • Trade
  • Down Payment
  • Credit

Think of your typical customer. Which of the five above categories best describe your customer base? Are you a lower end dealership that prides itself on cheap vehicles and getting your customers approved even with challenged credit? Maybe you're a dealership that is big into used cars and can offer higher value for a customer’s trade? 

There are lots of different categories you're dealership could fit into but the real question is, are you conveying that to your consumers on a unified format and on a daily basis? If you aren't and you're trying to figure out what your dealership's message is going to be...you may just have your answer. Now lets get creative and figure out a way to positively get that message out to your buyer base. 

Whatever message you choose needs to be clear to the consumer on a daily basis. If you’re a "credit" store and pride yourself on getting customers approved even with challenged credit, it should be in a format that inviting and live in all communications from your dealership. 

When done correctly, if you choose "price" the customers in your area shoudl think of you first when they think of a dealership where they will receive the best price. 

If you have any question or comments please feel free to post here or contact me directly atChill@BillJacobsjoliet.com or can also follow me on Twitter at https://twitter.com/CRMSensei

 

Chris Hill
P.S. Ask your website provider, marketing firm or advertising coordinator to help you convey the message. These people should have answers for you.

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