It’s hard to believe that 2017 is already coming to an end. A lot has happened in the world – but a lot has also happened in the automotive retail industry. As consumers, industry and technology changes, it’s important that dealers and industry experts understand the changes and how they can impact their business.

Lesson #1 Capturing the Customer Early in the Journey is Critical

We all know that customers are already well down the path to purchase before they show up on your lot. They’ve talked to friends and family, looked at 3rd party review sites, and researched their options on your website. Don’t wait until they arrive at your dealership to begin closing the deal. Our studies revealed that shoppers are willing to begin structuring their deal on your website if you give them the opportunity.

When they do finally step foot in your dealership, focus on their experience. Our Millennial and Women studies found that the best dealerships in the eyes of the customer were those that had consultative salespeople who were partners throughout their journey.

Lesson #2 Speak Smartly

 Again, with the shopper’s journey in mind, use what you know to better speak to your customers before they come to your store. Our Language of Reviews research demonstrated that the language used in vehicle descriptions can lead to higher conversions. This is not as simple as “adding more cheese.” Your vehicle descriptions need to be tailored to the specific audience you are targeting. While “superior cornering” may describe a feature to a mini-van shopper, calling out the good gas mileage or excellent safety features will make a bigger impact. Think of the customers you talk to on the lot and follow a similar approach using targeted descriptions to describe your inventory on the website.

Lesson #3 Don’t Forget Fixed Ops

As profit margins on new vehicles compress, the service drive is gaining more and more influence on the bottom line. In our Dealer Service study this year, we found that one of our dealer’s greatest concerns was losing their customers to independent service providers (ISPs). While most dealers thought they were losing out based on price, we found that many consumers would choose a dealership over an ISP if more dealers articulated the convenience and value they provided. Dealers can revamp their service page on their website to highlight some key differences between themselves and ISPs.

As we enter 2018, take these lessons to heart and see how a few adjustments in your strategy can mean major changes for your dealership. Want to take a deeper dive into our learnings? Check out our first Year-end Report – Perspectives and Predictions.