“Welcome to XYZ Chevrolet. My name is Julie. How can I assist you today?”
1985: “I’m not sure what I’m looking for, but I think I want a truck. Do you have any? “
1990: “Yeah, I’m interested in a Silverado. Can you tell me what you have in stock?”
2000: “Yes, I saw that you have a blue 2001 Silverado Extended Cab showing to be in stock on your website, but I need to know your lowest price – if you even still have it.”
2015: “I see that you have a blue 2015 Silverado, stock number 12345, on special today. I’d like to look at that truck and possibly test drive it. ”
Let’s be real. The first two responses are not likely to happen today. Many of us (well, many of YOU…ahem) can remember a time when they were common conversations, but we all know by now that today’s auto intenders are online. They know exactly what they are looking for, how many you have in stock, and how every dealer in the region is pricing that vehicle – before they ever call you, email you or step foot into your showroom.
The third response still happens. Why? Because consumers, by and large, do not trust auto dealers. Unfortunate, but true. In a recent study conducted by DrivingSales, only 1.5% of consumers entered their shopping experience expecting to be satisfied with the process. That means that most people are expecting to be disappointed. They expect that the price you show online is NOT the lowest price. They expect you to show something in your inventory when it, in fact, sold days ago.
Many auto intenders are determined to keep the brick and mortar dealership (and salespeople) completely out of the process until as late in the game as possible, mostly due to the “trust factor.” In fact, 61% of them make initial contact with the dealership by simply walking into the showroom when they are ready to test drive and negotiate – without EVER having phoned or emailed anyone.
Are your specials pages driving ups to your showroom?
ALWAYS have specials on your website. If you don’t have a “specials” tab on your homepage, in a prominent position, call your website provider TODAY and fix it!
AUTOMATE your specials management. When one of your specials is sold, another should drop in its place automatically. When OEM incentives and rebates change, the pricing of your specials should reflect that immediately.
AIM your specials to what your website shoppers are looking for. If someone is looking at 2015 Silverados, they should see 2015 Silverados on your specials page. If they change their mind and begin looking at a different make, model or year, the specials and coupons presented should change as well.
Technology has made it easier than ever for consumers to shop for a vehicle. Is your business using technology in a way that makes it easier than ever to sell one?