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The good news: The stereotypical car salesman (slicked back hair, in-your-face attitude, pinky rings, gold chains, smooth-talking…you know the guy) has been mostly eradicated from the industry. “That guy” is mostly used these days for parody advertisements, memes and SNL skits. Why isn’t he effective anymore? Because consumers say he isn’t. Our methods and processes are driven by how our consumers want to shop and purchase. They have to be!
The bad news: There is a digital version of him alive and well on thousands of dealership websites!
Let me explain. Annoying pop-ups and pop-unders, flashy banners, irrelevant coupons, live chat boxes on every page…this is not the way today’s automotive consumers want to shop. This is Interruption Marketing and no less of a turn off than being approached by “that guy” on the physical lot.
According to the DrivingSales 2015 Automotive Customer Experience Study, the reason that consumers still use third party sites like Edmunds.com, ConsumerReports.com and KellyBlueBook.com for research is that dealer websites tend to be “pushy” and lack transparency. Sound familiar? Sounds like “that guy” to me!
Listen, your efforts to get shoppers to your website are working if the shoppers are there. Your email campaigns, social media, SEM and SEO, TV/radio/print advertising…all costing you time and money…have worked! Why wouldn’t you do everything possible to keep them there? Why would you push them away?
Auto-intenders are educated, focused and intentional in their shopping journey. Don’t make the mistake of thinking that their visit to your website is coincidental or accidental. Give them what they want and convert more of them into dealership visits. Note that I did not say appointments. Many of these website visitors will not call you, not submit a form, not send an email – if you give them a satisfying website experience, they will likely just show up!
So, how do you get your message across on your website in an impactful way that satisfies the consumers’ shopping experience at the same time?
Let’s work together to get rid of “that guy” altogether. He had his glory days. The time has come to bury him once and for all! Is he still lurking on your website? Look closely!