We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Autotrader’s recent Car Buyer of the Future study shows only 17 out of 4,002 people prefer the current car-buying process, with the rest saying they want significant changes. This means the industry needs to take a closer look at what consumers are looking for in order to determine how their needs can be met. Dealerships across the country are making changes to ensure they are able to compete and offer consumers the innovations, service, and process updates they demand when shopping for vehicles. In order to do this, take a look at who’s shopping at modern dealerships and what they’re saying:
While your website isn’t the only site shoppers will use, it is an important one, and it should be easy to use, updated frequently, and contain enough vehicle-specific information to entice shoppers to visit your dealership in person for more in-depth information and to do a test drive.
Getting in front of consumer research is important, which means you’ll need to boost your online presence and be a reliable resource when shoppers are doing their research. Also, when consumers set foot on your lot, your sales professionals should be prepared to meet educated, fast-paced shoppers with reliable, transparent information.
As the number of younger shoppers increases, your dealership can build its customer base by ensuring your online content is optimized for mobile and by engaging shoppers through meaningful online interactions that offer authentic conversation and honest information updates.
Consumers are accustomed to the perks of being able to click, pay, and ship in just about every other industry. Although it may not be feasible to complete an entire transaction online, dealerships are finding ways to cut down on the time shoppers spend in-house. Consider things like online credit and finance forms as time-saving options for shoppers.
When you are able to consider ways to shorten the deal-making process and offer clear-cut pricing, shoppers will be more likely to trust you and want to work with your dealership. Get to your bottom-line deal as quickly as possible to prove to customers you’re on their side and working to save them time and money.
When your dealership is able to get to the bottom of consumer pain points, you can place yourself in a position to offer helpful and viable solutions. Consumers are fast-paced, online-savvy, mobile-oriented—and they are looking for a dealership that can meet their needs in the most forward-thinking ways possible. You may not be able to complete a 100% online transaction, however, there are creative ways to cut down on the time spent doing paperwork, waiting in the dealership, and haggling over price; and these details will be appreciated by shoppers in today’s rapidly moving marketplace.
The image used in this post was provided by freedigitalphotos.net.