The traditional 12-step "Road to the Sale" guidelines are out, and the Path to the Customer Purchase is in.
In a DrivingSales Webinar, MaxDigital says the reason the 12-step road to the sale doesn’t work is because it focuses on the way dealerships sell cars rather than the way consumers buy cars.
"If we think about the way a consumer does a lot of commerce today online, It's they way they want to do business. We need to think differently too about the customers road to the sale. Or what we (MAXDigital) call the Path to the Purchase."
The Path to Purchase should replace the Road to the Sale according to Patrick McMullen, SVP of Strategy and Innovation at MAXDigital. The main ingredients for the “Path to Purchase” model are two things.
"They (successful dealerships) infuse trust and confidence at every point of the car buying process."
To really be succesful, your store needs to bring trust and confidence into 6 different “P” steps: Your people, your process, your product, your pricing, your payment and your protection.
"Using trust and confidence in every single one of these elements is how they (successful dealerships) get to those great results."
By embracing the Path to the Purchase McMullen says your dealership will see an increase in profit, "Using the Customers Path to Purchase is how you create the experience customers want. AND the sales and profit that you want in your dealership."
This has been a quick recap of our most recent webinar. you can click HERE to watch the MAXDigital webinar in its entirety.