Because you stay abreast of current trends, you already know that Think With Google has conducted extensive research on the car buying experience. In the article ‘Consumers in the Micro-Moment: What it Means for Auto Brands’, there’s a statistic that jumps off the page. The average car shopper only performs TWO visits to the car dealership before their decision to buy.

Just two visits is all it takes. That’s not because they’re more decisive now than ever or that it’s an impulse buy. It’s because they’ve done nearly all their research online ahead of time, and all that’s left to do is sit in the seat and sign the contract. But you already know all of this…but what are you doing about it?

You can equip your dealership with the absolute best closers. The salespeople who just don’t take ‘NO’ for an answer and convert on every single up. And while your closing rates are going to be through the roof, they’ll sit in silence between the customer visits.

You can pay for leads. It’s not the most glamorous idea, but it’s a good way to grab some highly-motivated shoppers and turn it into a quick sale. But if you’re playing the long game, it’s not a sustainable business model.

Meet Your Customers Where They Are

You know where your customers are before they visit your dealership. They are online, taking a look at their vehicle options nearby. They’re browsing the internet for the vehicle that fits their needs, on a fact-finding mission. So, if your customers are online, that’s where you need to be as well.

A simple, well-done website is better than not having one at all, but there’s so much more to it. Your website needs to be among the first that your potential customers click on because first impressions really are lasting. If you offer something new and interesting to your website visitors, you become the one they remember most.

For a few practical applications…

Invest in Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Whether your dealer group has an in-house specialist or you hire a firm that does it for you, just get it done. SEO is what ranks your dealership’s pages higher on web searches, ideally at the top of page one. SEM is paid advertising, often displaying at the top of the page above the organic search results.

In more certain terms, your customers will find you faster online. That’s when the real work begins.

Provide the answers to their questions. You need to know what information your customers truly want, and that’s not always easy. Google Adwords is a great tool to determine common searches in any given area. You can infer the topics your customers want to read about, and you can gear your content to them.

Span the Media Spectrum. Now broadcast your message everywhere. You know what they want to know and you’re putting your message on your website. Go further.

Social media is great. Facebook is an excellent forum for targeted ad placement. Remarketing to your previous buyers and abandoned customers is always a good idea too. But be sure not just to advertise – give your readers valuable information.

One or two weekly blog posts shared on social media can drive traffic to your website while providing your customers with the information they want to see. A Youtube channel can make your dealership stand out with awesome videos about new models or features.

Can You Do More Than Everyone Else?

Have you thought about doing something different than the competition but just don’t know what that is? What about 360-degree videos?

360-degree videos are amazing for the car shopper. You can sit in a virtual driver’s seat and look at everything the model offers. The best part about 360-degree videos is that barely anyone is doing it. A minimal investment with a videographer who has the right equipment can set you apart in the crowded online marketplace.

Why Does this Matter to Fixed Ops?

You know that what happens in the Sales Department doesn’t stay in the Sales Department. Not only do the sales customers get handed off to the service department, but many of the techniques used in sales can improve your service or parts offerings too.

From social media and web content, keep tuned to my next post for more specific Fixed Ops-related tips.