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Mike Gorun

Mike Gorun Managing Partner/CEO

Exclusive Blog Posts

What’s the Big Deal About Millennials?

What’s the Big Deal About Millennials?

At this point, you’ve probably read countless posts, memes and articles about what millennials are ruining, how they are changing the way things are …

Tips for Selling More Small Cars at Your Dealership

Tips for Selling More Small Cars at Your Dealership

If you own a car dealership, you might have found that a lot of people who come in are looking for trucks, sports utility vehicles and roomy sedans. Ev…

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Brian Finkelmeyer, Direct of Business Development at vAuto, discusses the dos and don'ts of pricing and stocking inventory. …

How to Engage "Ready to Buy" Shoppers

How to Engage "Ready to Buy" Shoppers

The stakes are high: sales are slipping, your competition is stiff, and today’s shoppers are the most savvy yet. But there’s good news – there are a…

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Ecommerce is on the rise, and today's customers walk into your showroom better-informed than ever before. 9 out of 10 customers are more likely to…

Is Spreading the Sales Process Out the Answer to Excellent CSI?

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A hot topic of much discussion today is the decrease in the sales process. There are many opinions on whether shortening the time it takes consumers to buy a vehicle is the answer to providing a better customer experience. There’s no doubt that it can be arduous and exhausting for a consumer to buy a car - from finding the right one, to filling out paperwork, negotiating price, spending time in finance and then, ultimately, sitting through a lengthy presentation as the salesperson explains all of the vehicle’s features during the delivery process.

 

A recent story in Automotive News details how one dealership chose to take a different tactic.  Instead of making a buyer endure a lengthy but necessary tutorial on a new car at the time of sale, Jaguar Land Rover of Fort Myers delivers the lesson later, at the owner's home or business. And when it's time for repairs or maintenance, an owner can get a loaner car delivered to him or her and avoid the hassle of driving to the dealership for service.  As a result, the dealership’s CSI scores have “skyrocketed,” according to General Manager Brian Del Negro.

 

For the most part, customers already do their car shopping in phases, if you think about it. They start by researching or reading vehicle reviews and, according to some studies, will spend upwards of 10 hours or more online doing so. They key here is that it is highly unlikely they are doing this research all in one sitting. Then, after taking their time preparing themselves and narrowing down vehicles, they visit 1-2 dealerships. Then, in almost every case, they are pressured to make an instant buying decision (i.e. “What would it take for you to take this vehicle home today?) This, of course, is certainly understandable from the dealership’s side -- it doesn’t want to risk losing the sale to a competitor. But, what if the customer simply isn’t ready to buy right then?

 

Whether the customer experience proves to be a great one for the consumer certainly hinges on numerous things. For some it could be the lack of pressure. Others may want an expedited buying process. While some may want to take their time. While Jaguar Land Rover of Fort Myers offers the encore delivery service, it’s certainly not mandatory for those customers who are fine with going through the delivery process on the spot. That being said, it certainly helps differentiate them from their competitors and allows customers options that they don’t get at other dealerships. One intriguing dealership-centric benefit of encore delivery is that it allows the dealership a second opportunity to build on that relationship, rather than just have the customer feel really important during the sales process, then forgotten about the next day.

 

These services certainly add expenses to the bottom line of the dealership. But, ultimately, are paying off with increased service business and higher CSI scores. The relationship building phase also gets extended, which allows the customer to feel more important and appreciated. And, that is the beginning of customer loyalty and, ultimately, a brand advocate.

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