Ready to buy or ready to shop?
Are you still treating walk-in traffic as "shoppers"? You know, nice people looking to get some information at your dealership and a bunch of others.
They'll spend some time then go home and think it over trying to decide which car, salesperson, and dealership they like the best. You'll do a good job so you have a 20-25% chance of getting their business. Right? Wrong. Give your watch a tap - its stuck in 1999.
Trader Corporation put on a great presentation at the recent Canadian International Auto Show. Their Canadian research echos trends experienced in many international markets.
• 84% of auto shoppers are going online for information
• The buying process shorter - now 16 days
• 42% spend less than a week in-market
• On average, they only visit 1-2 dealerships. 36% will only visit 1 dealer.
When they are ready to buy they just show up. What does this mean? Our customer assumptions are never more true than they are right now:
• They have a want or need. Customers do not engage with a dealership without reason.
• The time is right. Most customers are well researched. Time is only used as a stall to avoid pressure to buy.
• Your dealership is acceptable. If customers contact you, they have a reason.
• Your product is acceptable. Just by contacting you, you know that your product is what they want.
• Your product's price range is acceptable. Customers are well equipped now to assess affordability and transaction prices.
• They may no longer want their current vehicle. If the customer's current vehicle(s) fulfilled all their wants and needs, they wouldn't contact you.
• They are looking for a professional to justify value. The level of professionalism that you display is under scrutiny.
So how do we serve?
• Treat them like the buyer they are.
• Meet them where they are in their process.
• Respect the research and decisions they have already made.
• Match your urgency to theirs.
• Help them do what they want - buy!
Automotivaters is highly recognized and one of the most respected automotive training and consulting companies in Canada. Since 1987, the company has acquired an international client base throughout Canada, the United States, the Philippines, Indonesia, French Polynesia, Malaysia, Thailand, and New Zealand.
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