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Jared Hamilton
From: Jared Hamilton
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[New Study] Google Says Your Car Shoppers Are Online Shoppers

I’ll say it again: All (or almost all) of your car shoppers are online shoppers. Don’t believe me? While people often come in to see the model in person, take a test drive or purchase, it’s almost guaranteed not to be their first impression of you.

Take Google’s latest auto shopper study. They say that 95 percent of vehicle shoppers use digital channels to research. They’re now going to 24 “research touch points,” and 35 percent use their smart device to conduct online research.

So those shopper you see on your lots? I bet the vast majority researched the car and your dealership online at some point. You  were one of the few dealerships they chose to visit...good job! Want to boost your chances even more in the future? Then get your dealership ready to meet more of those shoppers when they start researching.

After all, both Google and Borrell note that these shoppers are only in the market for about 3 months...the time you have to influence them has dropped by half. And, according to a recent Dataium live chat study, 49.8 percent of those who submitted a lead form on a dealership website also chatted within 30 minutes. These folks are impatient, and they’re not going to wait for your follow-up.

What can you do to meet and treat them the way they demand? It’s not something one piece of software can change (though the right tools always help!). It’s going to take adapting your Internet strategy. Make it a main focus of your dealership and get your entire team ready to engage those shoppers online just as if they walked in the door. Answer their questions in real time. Make it easy for them to get the help they need. In other words, treat them like real ups.

Want some tips on digitizing your sales team? Watch this video from a dealer who’s done just that.

More stats and information on this and other recent automotive studies available here.

Dee Rawls
That's right Aaron, (you love the stats)... Plainly put, the sheer amount of engagement required to service customers effectively via internet communications, demands that savvy dealer professionals leverage every asset of their teams (online and off) to deliver optimal results. Just like it's been said many times before, the entire dealership is the internet department, now.
James Klaus
You are right Dee the whole store is now the Internet Dept. Once we can get this through our thick heads it will make our interactions with our customers a lot better. Stop fighting it !!
Christopher Murray
I agree! Our entire dealership is in the internet department. We recently had a nice older couple in the showroom that had no computer at home, no email address and no direct internet access so......they phoned their daughter from our showroom to go on line and fact-check my salesperson!
Dee Rawls
Wow, great share Christopher...the internet doesn't have to be sourced directly by the end client - customers can outsource the online work and the affects still reign true!
Brian Riesbeck
Great post. Far to many dealers are stuck in old media. Online is where people go, and people generate foot traffic into your dealership.

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