One of the things dealers constantly have to battle with is the consumer trust factor. Historically, some auto dealerships have kept information away from consumers. So, as is human nature, consumers then thought these dealers had something to hide.

To add to this issue of trust, in many dense markets, dealers participate in a fierce race to the bottom -- promising deep discounts on vehicles through their advertising… but then do a bait and switch. It’s not uncommon to hear a complaint from a customer that was given one price on the phone or online, just to discover a significant price change once they arrive at the store. Perhaps this was due a failure to qualify for a rebate, so was not exactly deceptive advertising. But, ultimately, it’s the consumer’s perception that matters.

The same trust factor presents itself when it comes to converting leads on dealership’s websites. Customers are afraid to fill out forms because they believe that, rather than fulfilling the promise on the form (i.e.: get a price), they will be barraged with e-mails and phone calls constantly. And, in many cases, that is exactly what happens -- the customer never gets what the form promised – a price. Many first responses from a dealership to a lead simply ask the customer when they can come in. Why would a customer want to come into your store if your first response to them was perceived as unhelpful?

To increase customer engagement and get a higher percentage to actually show at your dealership, perhaps consider delivering on the promise that the call-to-action (CTA) makes. If the CTA says fill out the form to get a price, give them a price. It’s certainly your decision as to if you want to give out pricing immediately or not. All I’m saying is that, if your dealership doesn’t want to give out pricing, change the wording on the CTA. The same concept goes for any of your conversion forms: trade value, financing, service appointments, coupons and incentives.

The first step to getting a customer into the showroom is to build rapport. If you were to greet a customer on the lot and they mentioned that they wanted to look at a certain vehicle, you would take them to that vehicle, chatting with them along the way. When a customer completes a conversion form, they are basically asking a direct question depending on the form – What is the Internet price? Can I get financed? When can I come in for a service appointment? How much is my trade-in worth? The way these questions are answered is key – these answers create the first impression in the customer’s eyes. If the dealership provides the information it promised on the conversion form, it certainly stands a better chance of being perceived as helpful. It can then begin the journey towards building trust. By not providing the information that was promised, the customer could perceive the dealership as unhelpful. It then becomes that much more difficult to engage the customer. Or, you just lose them and they go to the competition down the street.

This principle applies to any promises made on a dealership website. Deliver the information they want if you promised it on a conversion form. If you promise an experience, discount or incentive, be prepared to deliver it when they arrive. First impressions are important and, as we all know, you only get one chance to make one. Make yours count.

One of the things dealers constantly have to battle with is the consumer trust factor. Historically, some auto dealerships have kept information away from consumers. So, as is human nature, consumers then thought these dealers had something to hide.

To add to this issue of trust, in many dense markets, dealers participate in a fierce race to the bottom -- promising deep discounts on vehicles through their advertising… but then do a bait and switch. It’s not uncommon to hear a complaint from a customer that was given one price on the phone or online, just to discover a significant price change once they arrive at the store. Perhaps this was due a failure to qualify for a rebate, so was not exactly deceptive advertising. But, ultimately, it’s the consumer’s perception that matters.

The same trust factor presents itself when it comes to converting leads on dealership’s websites. Customers are afraid to fill out forms because they believe that, rather than fulfilling the promise on the form (i.e.: get a price), they will be barraged with e-mails and phone calls constantly. And, in many cases, that is exactly what happens -- the customer never gets what the form promised – a price. Many first responses from a dealership to a lead simply ask the customer when they can come in. Why would a customer want to come into your store if your first response to them was perceived as unhelpful?

To increase customer engagement and get a higher percentage to actually show at your dealership, perhaps consider delivering on the promise that the call-to-action (CTA) makes. If the CTA says fill out the form to get a price, give them a price. It’s certainly your decision as to if you want to give out pricing immediately or not. All I’m saying is that, if your dealership doesn’t want to give out pricing, change the wording on the CTA. The same concept goes for any of your conversion forms: trade value, financing, service appointments, coupons and incentives.

The first step to getting a customer into the showroom is to build rapport. If you were to greet a customer on the lot and they mentioned that they wanted to look at a certain vehicle, you would take them to that vehicle, chatting with them along the way. When a customer completes a conversion form, they are basically asking a direct question depending on the form – What is the Internet price? Can I get financed? When can I come in for a service appointment? How much is my trade-in worth? The way these questions are answered is key – these answers create the first impression in the customer’s eyes. If the dealership provides the information it promised on the conversion form, it certainly stands a better chance of being perceived as helpful. It can then begin the journey towards building trust. By not providing the information that was promised, the customer could perceive the dealership as unhelpful. It then becomes that much more difficult to engage the customer. Or, you just lose them and they go to the competition down the street.

This principle applies to any promises made on a dealership website. Deliver the information they want if you promised it on a conversion form. If you promise an experience, discount or incentive, be prepared to deliver it when they arrive. First impressions are important and, as we all know, you only get one chance to make one. Make yours count.

Consumers have been showrooming in retail stores for quite some time now and, while many retailers don’t like it, they’ve pretty much resigned themselves to the fact that it’s going to happen.  However, one surprising argument posted in an article by speaker, trainer and consultant, Bob Phibbs, went so far as to make the claim that showrooming is akin to stealing.

In his article, he explained that while consumers conduct a large part of their research online, they still love to touch, feel and physically look at products, which they cannot do on the Internet. His viewpoint is that retailers spend tons of money to have nice stores, great product displays, staff and inventory. Then they see consumers come in with the express intent to research the product they are interested in, just to leave and buy it for a better price elsewhere, or online.

Along the same line of thought, one disgruntled retailer chose to take this route in attempt to combat showrooming:

Isn’t this being a little small minded about where commerce is truly headed? To be successful in business we must all be willing to change and adapt with the times to some degree, or get left behind.  This extreme measure by the retailer will probably serve to deter more business than it gains. Can you imagine having this in your car dealership? 

Wouldn’t it be better to provide free Wi-Fi, and a great shopping experience and win customers over while they are at your dealership, rather than drive them away with unfriendly business practices?

The fact is that showrooming is here to stay -- it has become a natural part of consumer shopping behavior. Rather than trying to fight it, it perhaps makes more sense to explore ways to embrace it and use it to our advantage.  Think about it, the bottom line is that this practice could actually be driving MORE leads into your dealership, if you’re competitive in the marketplace. Perhaps the point is how you handle these leads once they arrive!

Consumers have been showrooming in retail stores for quite some time now and, while many retailers don’t like it, they’ve pretty much resigned themselves to the fact that it’s going to happen.  However, one surprising argument posted in an article by speaker, trainer and consultant, Bob Phibbs, went so far as to make the claim that showrooming is akin to stealing.

In his article, he explained that while consumers conduct a large part of their research online, they still love to touch, feel and physically look at products, which they cannot do on the Internet. His viewpoint is that retailers spend tons of money to have nice stores, great product displays, staff and inventory. Then they see consumers come in with the express intent to research the product they are interested in, just to leave and buy it for a better price elsewhere, or online.

Along the same line of thought, one disgruntled retailer chose to take this route in attempt to combat showrooming:

Isn’t this being a little small minded about where commerce is truly headed? To be successful in business we must all be willing to change and adapt with the times to some degree, or get left behind.  This extreme measure by the retailer will probably serve to deter more business than it gains. Can you imagine having this in your car dealership? 

Wouldn’t it be better to provide free Wi-Fi, and a great shopping experience and win customers over while they are at your dealership, rather than drive them away with unfriendly business practices?

The fact is that showrooming is here to stay -- it has become a natural part of consumer shopping behavior. Rather than trying to fight it, it perhaps makes more sense to explore ways to embrace it and use it to our advantage.  Think about it, the bottom line is that this practice could actually be driving MORE leads into your dealership, if you’re competitive in the marketplace. Perhaps the point is how you handle these leads once they arrive!

A 2014 study by Autotrader showed that consumers are visiting fewer dealers in their car shopping than ever before. This is certainly a by-product of the availability of information. No longer do consumers have to visit multiple dealerships to find the right vehicle. They simply sit in front of their computers and browse a dealer’s inventory on their website or, more commonly, a car buying portal site. In fact, the same Autotrader study showed that 79 percent of consumers are using the Internet in their car-buying process.

When the consumer has completed their research, decided upon a vehicle and visited a dealership to view and/or test drive it, many don’t actually end up buying the vehicle they came in to look at. They end up finding something more suitable to their lifestyle, or one that is a better fit for their budget.

They arrive at the dealership, armed with all their Internet research -- ready to do battle should they experience anything less than a frictionless experience. However, many find themselves in a situation whereby they are perhaps not quite as ready for battle. Perhaps they now feel they will be at a disadvantage at the negotiating table.

So what does THIS consumer do now?

They whip out the one thing most consumers never leave home without -- their smartphone, right in the dealership’s showroom, and start shopping the competition. A 2014 survey by J.D. Power and Associates revealed that 34 percent of new-car buyers who research online use a smartphone or tablet while shopping at a dealership, up from 29 percent in 2013. Vehicle pricing is the most frequently accessed content while at a dealership (61 percent), followed by model information (42 percent), searching inventory (40 percent) and special offers/incentives (36 percent).

If consumers are so armed to the teeth with information, why do 61 percent access information on vehicle pricing while at a dealership? Most likely because they changed their minds while viewing the vehicle and landed on a car other than the one they came to look at. This use of smartphones by dealership customers to research the inventory of other competing dealerships may well lead to an increase in dealership visits.

You can’t buy a car from the Internet – not yet, at least – so it might be wise to consider that the buyer that walks through their door with the MOST information is the one that you should ensure gets the BEST customer experience. As they, according to the J.D. Power study, are the ones likely to visit more dealers.

When consumers are shopping for a vehicle, they may think they know what car they want to buy. However, studies show that they can easily change their minds while at your dealership. And, if they are shopping your competitor’s inventory right from your lot, they may also change their minds about if they want to buy a car from YOU.  Give your customers a good reason to buy from you versus any competition, and perhaps you’ll find less resistance, happier customers and more sales.

In the end, the Internet is not a dealership’s enemy.  It provides us all with much needed information and services that can be much harder to find elsewhere. Consumers will use it whether you want them to or not. Embrace technology and find a way to use it to your advantage. If you still don’t agree, just remember the old saying:

Keep your friends close and your enemies closer.

A 2014 study by Autotrader showed that consumers are visiting fewer dealers in their car shopping than ever before. This is certainly a by-product of the availability of information. No longer do consumers have to visit multiple dealerships to find the right vehicle. They simply sit in front of their computers and browse a dealer’s inventory on their website or, more commonly, a car buying portal site. In fact, the same Autotrader study showed that 79 percent of consumers are using the Internet in their car-buying process.

When the consumer has completed their research, decided upon a vehicle and visited a dealership to view and/or test drive it, many don’t actually end up buying the vehicle they came in to look at. They end up finding something more suitable to their lifestyle, or one that is a better fit for their budget.

They arrive at the dealership, armed with all their Internet research -- ready to do battle should they experience anything less than a frictionless experience. However, many find themselves in a situation whereby they are perhaps not quite as ready for battle. Perhaps they now feel they will be at a disadvantage at the negotiating table.

So what does THIS consumer do now?

They whip out the one thing most consumers never leave home without -- their smartphone, right in the dealership’s showroom, and start shopping the competition. A 2014 survey by J.D. Power and Associates revealed that 34 percent of new-car buyers who research online use a smartphone or tablet while shopping at a dealership, up from 29 percent in 2013. Vehicle pricing is the most frequently accessed content while at a dealership (61 percent), followed by model information (42 percent), searching inventory (40 percent) and special offers/incentives (36 percent).

If consumers are so armed to the teeth with information, why do 61 percent access information on vehicle pricing while at a dealership? Most likely because they changed their minds while viewing the vehicle and landed on a car other than the one they came to look at. This use of smartphones by dealership customers to research the inventory of other competing dealerships may well lead to an increase in dealership visits.

You can’t buy a car from the Internet – not yet, at least – so it might be wise to consider that the buyer that walks through their door with the MOST information is the one that you should ensure gets the BEST customer experience. As they, according to the J.D. Power study, are the ones likely to visit more dealers.

When consumers are shopping for a vehicle, they may think they know what car they want to buy. However, studies show that they can easily change their minds while at your dealership. And, if they are shopping your competitor’s inventory right from your lot, they may also change their minds about if they want to buy a car from YOU.  Give your customers a good reason to buy from you versus any competition, and perhaps you’ll find less resistance, happier customers and more sales.

In the end, the Internet is not a dealership’s enemy.  It provides us all with much needed information and services that can be much harder to find elsewhere. Consumers will use it whether you want them to or not. Embrace technology and find a way to use it to your advantage. If you still don’t agree, just remember the old saying:

Keep your friends close and your enemies closer.

Our marketing universe is quickly becoming untethered as smartphones and tablets gain a broader share of web access to information and entertainment.  The mobile marketing world is still new to many dealers and we’re experiencing a learning curve about how to market, manage, and leverage this new landscape.  Here are 6 Quick Info Insights to help dealers get a quick course in Mobile 101.

1.     Mobile is Exploding

29% of web traffic page views are from mobile phones and tablets, and 71% from desktop or laptop computers.  Remember, smartphones are just mini-computers and shoppers are using them to obtain information on product availability via a streamlined process. Photos, videos, and pricing info need to be easily accessible on mobile platforms.  Dealership window stickers offering QR or Barcodes that provide more information than is shown on vehicle stickers helps connect shoppers to the dealership and provides a way for dealers to track these prospects.

With mobile users spending more than two hours a day on their devices, dealers have ample opportunities to connect with and advertise to these consumers and potential buyers. Remember, these mobile viewers are down the funnel in their car buying decision-making.  Make sure that you are prepared to convert them. 

http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-the-americas? (Slide 209)

The rule for mobile:  Make it simple for shoppers to connect with auto dealership team members, either via an instant call process or text messaging.

2.     What your Competition is doing in the Mobile Space

Dealers who have been operating in the mobile space for a while have focused on text messaging as a primary way to engage mobile shoppers.  The response time is quicker, and more users (68%+) use text messaging regularly on their cell phones.

Dealers in the digital ad space still purchase keywords, and Google, Yahoo and other network mobile ads are also gaining traction. This is helping to establish brands and drive traffic to dealership sites.   Ads on social media channels are also gaining traction. However, it’s important to have a laser focus on the ad and not a generic vehicle ad with a payment.  Promote a specific event and offer a “call to action” or incentive to drive more traffic from ads.

3.     Mobile website or App: The choice is Yours

This is not an either/or proposition, as you can have both a mobile-friendly website and an app. With fast 3G or 4G data networks both sites or apps work fine. Since many mobile users delete “one-time shopping” apps after the task is completed, a dealership app should provide other functionality for the customer after a purchase is completed.  This could mean offering online service appointment scheduling, coupon updates and offers, etc. 

Virtually all the major website providers offer mobile solutions that meet the needs of the dealership and online shoppers.  Navigation on smartphones should be simple and provide visitors with an easy “click to call” button to contact sales or service teams, view inventory, or get simple directions. 

When considering building an “app,” remember developers have to create three separate apps for iPhone, Android and Windows phone users.  In addition to the cost of app development consider the changing platforms, required tech upgrades to accommodate changes in the various operating systems, and the cost of a project manager on the team to guide all these initiatives. 

4.     Social Media Channels Drive Mobile Traffic

154 million Americans are active monthly on social channels using mobile devices. And through these social channels consumers are finding their way to businesses where they buy products and services.

Every social channel offers ad programs and content posting opportunities where you can engage channel members.  Connecting with auto shoppers by posting videos, service advice and tips, updates on parts and accessories, is a great way to drive more showroom traffic and generate calls to the dealership. Be a good neighbor. Nothing turns a potential customer off more than having a load of ads shoved their way on Facebook, Twitter or Pinterest. When you provide value, prospects and customers recognize and appreciate those efforts, and very often they will share that content with their online friends.

5.     Track Mobile Conversion Rates

Tracking conversion rates in auto retail means measuring how many visitors generated a lead, a sale, or further in-depth visits to the site.   You can track when a mobile visitor uses the click-to-call or text feature from within the mobile site. And, once that info is in the CRM system, that prospect can be tracked to the end of engagement.  It’s also important to have detailed analytics for both the traditional and mobile websites to measure visits, page views and of course vehicle detail page (VDP) visits.   Many companies use Google Analytics. But if you do not want “big brother” watching, you might want to consider Clicky Web Analytics (getclicky.com), or the free W3 Counter Analytics (w3counter.com). 

6.     Use Incentives on Mobile Devices to Close the Sale

No matter how a shopper finds a dealership, consumers still respond to calls to action and incentives when considering or making buying decisions.  Be prepared and offer an incentive when a prospect is on the fence and deciding to visit your dealership versus dealership B. 

Coupons can easily be pushed to smartphones, tablets, and PCs offering gift cards, rebates, discounts, or other value added items.  Give your sales team an edge to closing the sale with an attractive incentive for your customers.

Our marketing universe is quickly becoming untethered as smartphones and tablets gain a broader share of web access to information and entertainment.  The mobile marketing world is still new to many dealers and we’re experiencing a learning curve about how to market, manage, and leverage this new landscape.  Here are 6 Quick Info Insights to help dealers get a quick course in Mobile 101.

1.     Mobile is Exploding

29% of web traffic page views are from mobile phones and tablets, and 71% from desktop or laptop computers.  Remember, smartphones are just mini-computers and shoppers are using them to obtain information on product availability via a streamlined process. Photos, videos, and pricing info need to be easily accessible on mobile platforms.  Dealership window stickers offering QR or Barcodes that provide more information than is shown on vehicle stickers helps connect shoppers to the dealership and provides a way for dealers to track these prospects.

With mobile users spending more than two hours a day on their devices, dealers have ample opportunities to connect with and advertise to these consumers and potential buyers. Remember, these mobile viewers are down the funnel in their car buying decision-making.  Make sure that you are prepared to convert them. 

http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-the-americas? (Slide 209)

The rule for mobile:  Make it simple for shoppers to connect with auto dealership team members, either via an instant call process or text messaging.

2.     What your Competition is doing in the Mobile Space

Dealers who have been operating in the mobile space for a while have focused on text messaging as a primary way to engage mobile shoppers.  The response time is quicker, and more users (68%+) use text messaging regularly on their cell phones.

Dealers in the digital ad space still purchase keywords, and Google, Yahoo and other network mobile ads are also gaining traction. This is helping to establish brands and drive traffic to dealership sites.   Ads on social media channels are also gaining traction. However, it’s important to have a laser focus on the ad and not a generic vehicle ad with a payment.  Promote a specific event and offer a “call to action” or incentive to drive more traffic from ads.

3.     Mobile website or App: The choice is Yours

This is not an either/or proposition, as you can have both a mobile-friendly website and an app. With fast 3G or 4G data networks both sites or apps work fine. Since many mobile users delete “one-time shopping” apps after the task is completed, a dealership app should provide other functionality for the customer after a purchase is completed.  This could mean offering online service appointment scheduling, coupon updates and offers, etc. 

Virtually all the major website providers offer mobile solutions that meet the needs of the dealership and online shoppers.  Navigation on smartphones should be simple and provide visitors with an easy “click to call” button to contact sales or service teams, view inventory, or get simple directions. 

When considering building an “app,” remember developers have to create three separate apps for iPhone, Android and Windows phone users.  In addition to the cost of app development consider the changing platforms, required tech upgrades to accommodate changes in the various operating systems, and the cost of a project manager on the team to guide all these initiatives. 

4.     Social Media Channels Drive Mobile Traffic

154 million Americans are active monthly on social channels using mobile devices. And through these social channels consumers are finding their way to businesses where they buy products and services.

Every social channel offers ad programs and content posting opportunities where you can engage channel members.  Connecting with auto shoppers by posting videos, service advice and tips, updates on parts and accessories, is a great way to drive more showroom traffic and generate calls to the dealership. Be a good neighbor. Nothing turns a potential customer off more than having a load of ads shoved their way on Facebook, Twitter or Pinterest. When you provide value, prospects and customers recognize and appreciate those efforts, and very often they will share that content with their online friends.

5.     Track Mobile Conversion Rates

Tracking conversion rates in auto retail means measuring how many visitors generated a lead, a sale, or further in-depth visits to the site.   You can track when a mobile visitor uses the click-to-call or text feature from within the mobile site. And, once that info is in the CRM system, that prospect can be tracked to the end of engagement.  It’s also important to have detailed analytics for both the traditional and mobile websites to measure visits, page views and of course vehicle detail page (VDP) visits.   Many companies use Google Analytics. But if you do not want “big brother” watching, you might want to consider Clicky Web Analytics (getclicky.com), or the free W3 Counter Analytics (w3counter.com). 

6.     Use Incentives on Mobile Devices to Close the Sale

No matter how a shopper finds a dealership, consumers still respond to calls to action and incentives when considering or making buying decisions.  Be prepared and offer an incentive when a prospect is on the fence and deciding to visit your dealership versus dealership B. 

Coupons can easily be pushed to smartphones, tablets, and PCs offering gift cards, rebates, discounts, or other value added items.  Give your sales team an edge to closing the sale with an attractive incentive for your customers.