Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
This summer has been a series of ups and downs for the hockey fan in me. On July 4th, I got to see my hometown Minnesota Wild pick up the 2 best free agents on the market, along with a few solid core players. In the weeks that have passed, I’ve gone from figuring out where the championship parade would begin, to accepting that the NHL may be cancelled this year.
That’s classic Minnesota sports luck for you: Fans get hopeful and excited about a great team, then something gums up the works and the excitement quickly fades. What a buzzkill.
Think about your last vehicle purchase, and the lengthy process you had to go through, even after you made the purchase. For me, it was quite like the high-and-crash I saw with the Wild.
I went with a friend and test drove a car. I was in love on the spot, and my logical friend saw the benefits in the car, as well as how well it was taken care of. The price was right, and I wanted to buy it then and there. My friend tells me to this day I was so giddy about the car in the salesman’s office he nearly had to slap me to bring me back to earth.
That was true excitement. Like ‘2 free agents to my team’ excited.
Then came the post-purchase discussions. Paperwork and F&I offerings. Excitement turned to impatience. I certainly understand the paperwork and after-sell is required, but I couldn’t believe how much fun I wasn’t having.
I know instant gratification isn’t always the best, and that you have to wait for some things. But why not make it fun in the meantime? While discussing paperwork, go over the great features of the car again. Get the customer even more fired up to be driving off the lot. My overall emotion after the purchase was relief after it was done. I was excited, sure, but also a little exhausted in the process.
Now, obviously this is just one experience at one dealership. How about you? Are your dealerships ‘fans’ fired up about buying a car from you, or are they just fatigued by your sales process?