Your sales team wants current, accurate information about your inventory. Your customers, armed with mobile devices on your showroom floor and hours of research, want a transparent, consistent, and simple buying process.
What is a dealership to do?
MAX Digital Showroom empowers your sales team and satisfies today’s digital consumer by streamlining the sales process from both sides. By leveraging a wealth of data generated from the MAX Content Generation Engine and presenting it in an accessible way, your dealership will establish a common ground and build trust between the sales team and today’s tech-savvy consumer.
Americans rank the traditional car buying process about equal to a dental appointment. Dealers have a tainted reputation with stereotypes abounding of the haggling “used car salesman.”
The traditional vehicle buying process is based on customers visiting a dealership. Thus begins a spirited tango purchasing dance with the salesperson, perhaps a dealership manager, the finance department, and some other players in between in an all-day exhausting event.
Vehicle history reporting is a topic usually approached from a customer’s standpoint. It makes sense when you think about a responsible car buyer, especially now that people are doing so much research online. When a consumer narrows down their choice to a couple of used cars, their decision might come down to the vehicle history.
There are a number of reasons for car dealers to care about what’s in a vehicle history report (VHR), too. In addition to considering the needs of your customer, taking full advantage of VHR can make a difference in your business and used car sales. Let’s take a moment to consider what vehicle history reporting is and why it’s so important for dealers to pay attention to it.
Every car on your lot has a Vehicle Identification Number, or VIN. A car’s VIN is like a fingerprint. It’s how we can tell two white 2009 Honda Civics apart from one another, or how you can differentiate three grey 2005 Mazda3 cars. Variety in the car market can be more limited than some brands let on, but thanks to the VIN system, we know that no two cars are truly alike.
What actually separates one car from another is its experiences. One car might be serviced twice as often as another. Another car might have three times as many miles on it even if it’s the same model year as two other cars. Some cars may have even been in an accident or considered a total loss at one point.
VINs allow us to track all of these cars across the thousands of miles they go in their lifespan, and they have enabled the creation of detailed Vehicle History Reporting. Every service visit, every instance of warranty work, every accident is tied to the VIN of each car on the road today, and any of those cars could end up at your dealership. They might appear as a trade-in, or they could be something you acquire via dealer trading or at auction.
You’ll want to check the vehicle history for every car that comes onto your lot and for every car you’re planning to sell. Doing so allows dealers to make the best trades, and when combined with industry standard pricing and appraisal tools, it can improve your profit margins by setting prices that make the most sense for a given car.
Still, you can go a step further with vehicle history reporting. The true benefits of VHR come not just from consulting it yourself, but giving your customers free access to this valuable information, too.
Vehicle history reports have all the details a customer wants to know when they’re shopping for a particular used car. They include:
This is the kind of information that can be a huge benefit to your used car merchandising. Customers shopping for a used car want to know just how used it is. If you can provide detailed vehicle history reporting for free on your website, that’s one more reason for a shopper to stay on your website browsing your inventory. When you’re plugged into the largest network of prospective car buyers in the country, it will also let you advertise directly to customers.
We often discuss the importance of transparency, and vehicle history reporting is yet another way you can give your customers transparent information.
One shopper might wonder why you’re asking for a certain price on the used car they’re looking at. You can point them to the car’s history to demonstrate how well taken care of it is.
Another customer might have concerns that you’re selling them a lemon. Direct them to the vehicle history report that you provided for them so they can see the car has a clean bill of health.
Giving consumers access to online vehicle history reporting for free sends the signal that you care. It’s another service that will not only improve your standing with your community but can have a positive impact on your bottom line. Give yourself an edge by looking out for your customers.
Both of the major VHR databases, AutoCheck and CARFAX, allow dealerships to partner with them to provide these services. If you haven’t already looked into it or you’re not sure how to proceed, don’t hesitate to ask someone you trust how to proceed.
Cars in the lot? Check. Catchy local advertising? Check. Vehicle pricing in place? Check.
Now, time to sit back and watch the customers roll in.
Not so fast.
Do you have the right cars on the lot? And are they the right price?
Gone are days when you can put a clever ad on local TV or radio and wait for people to wander into the dealership. When you think you have all systems in place, you should consider making absolutely sure you have an effective, modernized vehicle pricing strategy.
In order to get a vehicle pricing strategy in place, assess your current one. Ask yourself the following questions:
After you have completed your assessment of your current inventory management strategies, it’s time to do some work. If you’ve always done things the same way, it might require you to think outside the box and be open to dive into strategies that are completely new to you or those you hadn’t thought about before.
If you have been basing a vehicle pricing strategy more on what feels right rather than numbers, examining key data factors is a more effective approach.
A well-researched, competitive price goes much further than just offering the lowest price. Does your vehicle have an original package that your competitor’s does not? If so, that original package’s MSRP should be reflected in the vehicle’s price.
It’s important to take into consideration that every vehicle priced in the market may not have the same value propositions that your vehicle does. Doing your research and leveraging data to compare apples to apples allows you to defend your margins while still staying competitive in the marketplace.
According to a study by J.D. Power and Associates, consumers are not as concerned with getting a great deal as the auto industry may believe. In fact, the study shows that consumers would rather find value in a vehicle than get the lowest price.
But what’s the point of pricing a car competitively based on its value if your consumer can’t see the value in it? Today’s consumers spend an average of nearly 14 hours online researching vehicles, according to the J.D. Power 2014 New Autoshopper Study, so it is imperative that you provide the consumer the same data you had when you priced it.
Utilize your dealership VDP pages by providing the consumer relevant vehicle descriptions that include OEM packages, their original MSRP, and pricing proof points that reflect books and market averages. If you stay ahead of today’s tech-savvy shopper and offer your potential customers transparency in the way you’ve priced your vehicle, you’ll give them a seamless, pleasant shopping experience that builds value in your inventory.
Studies like the Consumer Reports’ annual Car Brand Perception Study give insight into American’s perception on used cars and how likely they are to seek them out to purchase them. According to the study, two-thirds (65 percent) of respondents said that they are more likely to consider a late-model used car relative to several years ago, and 71 percent reported being likely to consider a late-model used car as an alternative to a new car.
If you were to just assume everyone is looking for a new car first, you’d be missing out on the people who go for used cars first. In fact, in 2013, certified pre-owned (CPO) models helped drive a dealer’s used vehicle profit margins to $2,361, which was nearly double what the margins were for new vehicles sold in 2012.
When you understand both consumer trends and the importance of robust used car inventory, you’re on your way to a vehicle pricing strategy. The best way to have access to advanced analytics, cutting edge best practices, and decision making tools is with a fully integrated inventory solution.
At MAXDigital, we empower dealers with software designed to maximize opportunities for generating faster turn and higher gross profits simultaneously. Formerly known as FirstLook, MAXDigital’s Inventory Management Platform is designed to help you stock, appraise, and price the right vehicles for your area.
Let’s talk about several ways you can modernize your sales process to prepare for today’s digital consumers.
Any updates to your sales process will begin with the people who carry it out. It’s likely that you already tout your sales staff as one of your strongest assets. You tell customers that you have the most professional, the most knowledgeable, and the most personable sales team they will encounter. Your goal now is to make sure that’s the case.
There are two routes you can take when training your sales associates to handle today’s car buyers.
You might have one person greet people as they walk in the door, one person acting as a product and tech specialist, and another person who accompanies customers on test drives. Then you might have a person who handles all of the financing and paperwork, and finally someone who deals with delivery.
This approach could be attractive for dealerships with a large staff, and it’s important to remember that different people have different strengths. Your employees might appreciate the chance to focus on what they excel at while leaving other tasks to peers who are better suited.
These are people who can do it all, walking the customer through every step of your sales process. They not only know the cars you sell, but they know technology and how best to interact with a modern car shopper.
The super sales person approach likely entails a more intense training regimen and even a more intense hiring process. It will work best for smaller dealerships and premium brands with a smaller selection of vehicles.
If you’re having trouble deciding between these approaches, this article from Automotive News carries both sides of the debate, with ideas from thought leaders Grant Cardone and Joe Verde.
Regardless of what your sales team looks like, your ultimate end goal should be customer satisfaction. Make sure everyone involved in your sales process cares about the customer. Their happiness is your success.
We’ve mentioned customer satisfaction once already, and one of the best ways to satisfy the modern car shopper is to make the most of his or her time.
Remember: online research drives the decision process for 95% of new car buyers today. They’ve already narrowed down their choice of cars, which means they’ve cut out a chunk of your sales process template for you. Instead of launching into the whole spiel about the car, ask the customer what they don’t already know. This shows you respect both their time and their initiative. You can spend less time standing or sitting around and more time on a test drive.
That brings us to the next point: Focus on the parts of the sales process a customer is likely to enjoy and clean up the steps that normally bog people down. Today’s shoppers are more likely to open up and let you get to know them if they’re already sitting behind a wheel, getting a feel for the car they’re thinking about buying. They’ll be less inclined to talk to your staff if they’re waiting 20 minutes for you to find the right key fob.
It’s also important to simplify your F&I management. You can improve the overall flow of your sales process by giving the customer more tools to use online like a payment calculator and a chance to pre-qualify for a loan.
Ultimately, the more you value a customer’s time during the sales process, the more likely they are to value your customer service. That opens them up for chances to return to your dealership for service, maintenance, parts, and, of course, their next car.
This won’t be the first time we’ve talked about your customers’ needs for transparent pricing tools, but this notion is also critical to modernizing your sales process. When we talk about transparency of this kind, we mean your pricing information needs to be freely available. A customer should know why you’re asking that price for that car.
At this point, most dealers step in to say “But what about our gross profit margins?”
If that’s a concern, it might be time to consider whether or not you’re properly leveraging the data from your region and your market. The kinds of pricing and appraisal software that lets you consult that data is out there, and it’s up to you to implement it. It’s possible to set a price on new cars, used cars, and trade-ins that is the greatest benefit to you and your customers.
As the culmination of your sales process, this is one of the most important steps to get right. It’s tricky, and it might be the hardest part to adapt, but doing so will let you and your dealership reap major rewards.
Hopefully this outlines a path that you can take to start bringing your sales process into clear definition. If you have more questions about this topic, or if you would like to share some of your own experiences adapting your sales process to today’s car buyers, you know who to ask.
The car-buying process has evolved, but while many customers have changed the way they shop for cars, a lot of dealerships have yet to catch up. Many dealers still use outdated, outmoded inventory management techniques, and that can make or break your bottom line.
At MAXDigital, we provide cutting edge inventory management software to car dealers. Our definition of inventory management is making sure you have the right vehicle at the right time with the right price.
Keep reading to learn about three ways MAXDigital can solve your inventory management woes.
Today’s consumers are looking for a transparent, consistent, and simple car buying experience. The way you stock your inventory now might not allow for that.
Cars are unique in the retail space for the nearly limitless options available to customers. Countless models come in different colors, different body styles, different trims, and so on. How do you know which cars to have on your lot? You might stock the model a customer is interested in, but if a competing dealership across town has the same model with the color and engine option they want, you’re going to lose that sale.
Your existing inventory management system isn’t helping you fix that, but MAXDigital can. Our FirstLook platform analyzes data from your market to tell you exactly which cars are in demand at any given moment. We can also look at your own historical data to tell you what models you have proven success selling.
Our system will make your dealership more effective. If a customer submits a lead on one of your cars, you’ll be able to respond with absolute certainty about where it is and what condition it’s in.
FirstLook can also eliminate latency. You don’t want to be in a situation where you just got the exact car someone wants on a trade-in but it takes a week to put it in your system. Or worse, when a customer asks about a car that’s been sold but is still listed on your website. We make it easy to get cars into your system as soon as you acquire them, and we get them out of your system as soon as their sold.
When a customer is browsing your inventory, they expect to see the price of each car. If they ask about it, it should be obvious where that price comes from.
The value of data can’t be underestimated in the digital age of car-buying. Our FirstLook platform comes with powerful tools that help you appraise and price your inventory. FirstLook is your best friend when you’re trying to close a trade-in while maintaining a high gross profit. It’s also there when you want to decide how much to put into reconditioning the vehicle and when you’re setting a fair market value to offer the next owner.
Our inventory management system makes use of real-time market and wholesale data from a comprehensive and reliable data set so that you know exactly how much to charge for a given vehicle. We not only take into account local prices, but regional prices as well. It’s important to realize that a customer who will drive 25 miles for a good deal would drive 250 miles for a great deal. With FirstLook, you can find that sweet spot that makes the deal great for both of you.
It’s important that this data is real-time because it isn’t just about offering the right car at the right price. Timing is everything, too, and auto dealers have to be sensitive to how long a car is on their lot. You’ll know exactly when it’s better to wholesale a trade-in instead of leaving it in your inventory where it’s just taking up space.
Selling cars based on price alone isn’t enough anymore. You also have to demonstrate your inventory’s value to your customers, and you can’t do that if you settle for generic vehicle detail pages (VDPs).
“Is this car right for me?”
“Am I buying a lemon?”
“Why is this car better than the other one?”
“Is this a fair price?”
“Why should I buy from this dealer?”
These are the questions your consumers are asking, and it’s these questions that a VDP should answer. There’s no point telling people a car is blue if you put pictures of it on the page. Instead tell them what features and options packages come in the car. You should give as detailed a vehicle history report as you can manage. Make sure everything worth knowing about a vehicle is listed online because that’s where consumers are making their decisions, not in your showroom.
It’s because of this that upgrading your inventory management system is only the start of adapting to the digital age. You also have to change the way you market to consumers. We know how to help you there too.
Give your customer the information that provides the vehicle’s value at every stage of the sales process, including in the showroom, and highlight the reasons you bought that car. You priced it based on its value, now defend that price.
We encourage you to schedule a demo with us to see how our full suite of software works together for you. If you need to start somewhere, remember: right car, right time, right price.
In recent years, the amount of people participating in mobile commerce has increased as the number of people who use desktops or laptops to shop is in decline. The tipping point came in August 2014 when 51% of retail traffic stemmed from smartphones and tablets. Smartphones are also not going anywhere anytime soon, with a projected 2.08 billion people using smartphones daily in 2016.
With over a third of the world’s population slated to own a smartphone by 2017, what is your dealership doing to capture the attention of literally ⅓ of the world?
Understanding mobile commerce trends and shopping behavior can give your dealership an advantage over the competition down the street who is afraid of mobile users and does nothing to relate to customers already shopping online. Learn how to leverage mobile commercial trends to win consumers during the entire shopping process.
You may have an understanding of mobile commerce, but what is it exactly? When people use a mobile device, such as smartphones or tablets, to purchase goods or services through an online transaction over a wireless Internet connection, you have the definition of mobile commerce.
One trend that seems here to stay is that customers want to engage with your brand across social platforms. In fact, 82% of customers consult their smartphones inside your store when making purchase decisions (also called “showrooming”). And before they even step foot in your location, 90% of customers will read reviews online to influence their decision to make a visit, let alone a purchase.
If you are not monitoring your online reputation, responding to reviews on social media sites like Facebook, or even neglect to have any presence at all on social media, you are shutting out potential customers and sending a signal that you don’t care about them. Even if it is not true, it is crucial you interact with potential customers online.
Another trend is that customers are rarely separated from their mobile devices. A whopping 9 out of 10 customers interviewed in a study stated they kept their phones within reach of them 24/7. This means when a customer is thinking of buying a car, he or she will turn to a mobile device first for research rather than walking into a dealership to ask questions.
Customers shopping on mobile devices expect instant results. 60% of mobile users expect a site to load in 3 seconds or fewer, and 74% are willing to wait only 5 seconds for a site to load before leaving to search for another site. If your dealership is delivering a poor user experience, you will definitely lose customers.
By staying ahead of mobile commerce trends, you can provide a seamless vehicle purchasing experience while embracing mobile users, not fighting trends that are here to stay. What are some mobile commerce trends you have noticed and leveraged successfully in your dealership? We’d love to continue that conversation.
Expertise remains a keystone of the MAXDigital philosophy. And to maintain a level of commitment for giving our clients and partners the best insight and materials, we must work with leading minds in key areas of our business. That’s why we are proud to announce a new addition to our impressive roster …
Benjamin D. Freedman, an experienced automotive digital marketing professional, has joined our team in Chicago. He’ll take on the role of Senior Sales Solutions Engineer, working under the direction of our Senior Vice President of Marketing and Sales, Mr. Brad Kruse. We selected Benjamin for this role based on the results he created within organizations such as the Minneapolis-based Morrie’s Automotive Group, Seattle-based Car Pros Automotive Group, and PCG Consulting.
With nearly a decade of digital marketing and Internet sales / BDC management experience, Mr. Freedman understands today’s competitive automotive retail environment. He also recognizes the critical role data plays inside and outside of a dealership, so his methodology includes assimilating data and making it actionable to leverage it as a key resource for generating a favorable ROI.
When asked why he chose to join the MAXDigital team, Benjamin said, “MAXDigital is growing rapidly, and my ambitions align with their brand message and product set. With data and technology going hand-in-hand, the products offered by MAXDigital not only surpass those of the competition, but do so more efficiently and at much better value.”
As a Sr. Sales Engineer, Benjamin will develop strategies, as well as product and process implementation, to facilitate growth for both new and existing MAXDigital customers. His knowledge and passion for the retail automotive industry coupled with his in-dealership experience will quickly become an asset to our clients’ operations.
With all of that being said, we ask that you give a warm welcome to Benjamin Freedman.
The National Automobile Dealers Association (NADA) will host another incredible convention in Las Vegas, Nevada, from March 31st until April 3rd. Throughout the course of the event, you can find us at Booth 1923C to discover how our expert solutions can help you increase gross margin profits.
In addition to hosting many great dealer representative from across the nation at our booth, Patrick McMullen, Senior Vice President of Customer Success, will lead one of the many great educational sessions you’ll have the opportunity to watch:
Patrick will delve into the artistry, formulas, and data about selling on your inventory’s value versus its listed prices. So, in anticipation of his speech, we wanted to provide you some insight about this powerful methodology as well as preview some of the details he will discuss—a demonstration of Patrick’s expertise acquired from more than a decade’s worth of managerial experience in the automotive industry. Here are some answers he provided based off of questions many dealers ask when looking toward the future.
Previous to the Internet revolution, consumers would visit approximately 5-6 dealerships and come to a decision based on the information, including prices, they learned. This is not the case anymore.
The modern consumer conducts all research and shopping online, then visits only 1 or 2 dealerships. This means they’re yours to lose.
Equipped with a ton of information acquired from months of research and viewing hundreds of cars, these shoppers come to your showroom more informed than ever before. So, that begs the initial question: how do you manage them?
It’s vital that your brand specialists have access to immediate resources and information that make them instant experts for every single car. One of the most effective ways to accomplish this is by maintaining a comprehensive digital showroom that displays all high-value equipment, packages, and all other information that makes the specific car unique.
“Why is this car better than the others?” This is one of the primary questions consumers now ask. A digital showroom will help you build quality and value in the vehicle, as well as demonstrate transparency in its listed price.
Did you know that 92% of consumers don’t trust car salespeople?
It’s true. The vast majority of shoppers walk onto your lot without trusting you or your brand specialists. These consumers show up with their smartphones in hand and shop. If you do not provide sufficient information online, they’ll go elsewhere because they discovered more transparency with a different dealer … while standing on your lot.
There will come a time, at some point in the future, when consumers order and shop for cars purely online with options like Carvana. One of the main catalysts for this shift in behavior is that many dealership lack a proper product that enables them to share information the customer needs and wants.
Consumers will have trusted sites they turn to, so it’s important that brick-and-mortar dealerships become the authority—so shoppers don’t fall into the confined funnel of where Google sends them. Instead, they come directly to you.
The evidence is everywhere. CarMax has warned of lower prices across the board because of a rise in supply. Other resources are coming to data-driven conclusions that the industry will hit a bubble, so it’s paramount that dealers know what used cars to acquire and how to price them for their specific market.
Take a moment to digest this: prior to 2008, there were 83-84 million units between the ages of 0-5 years old that were potentially available to dealers for sale. With the economic downturn, the fictional “Used Car Factory” was shut down because of limited new car sales and leases. But with some general economic recovery, dealerships started selling new cars again— all credible research indicates that a huge influx of used cars coming off leases will be entering the market in 2016, which will create further pressure on used car sales and margins.
We have already seen early signs of this happening from 2013-2015, when margins were stagnant. As used cars inundate the market this year, indicators (and frankly, common sense) suggest used car margins will suffer and trend down to 2008 levels.
Here’s further information to substantiate this, according to NADA:
That’s a $753 per used car difference in gross profits. Imagine what the difference could become when there is a record number of saleable used vehicles—profits level out.
When most dealers are asked if they can afford an approximate $600 drop in front end gross profits, they say “No.” What’s your answer?
How does this dynamic play out in the numbers? It’s not even close.
79% of consumers want value and quality at a fair price. Only 21% of consumers buy primarily on price.
So the ultimate question is, how do you want to build your business?
If you want build your business on the 21% of the market buying on price alone, we wish you luck. If, instead, you are looking to build your business around the 79% of consumers who want value and quality at a fair price, our experience in the industry has shown that there are two specific areas in which your dealership must excel:
It’s also important to hold that gross profit by distinguishing yourself among the competition by closing the gap between your dealership’s online presence and in-store presence.
In other words, the old A-B-C (“Always Be Closing”) mentality from five to six years ago doesn’t work. So dealers are building their online presence, realizing the value in it, and starting to work on bridging the gap between the two experiences.
And you primarily do this by leveling the playing with by transforming your brand specialists into product experts. This way, there is consistent pricing, information, knowledge, and offers from the first VDP view on the website to signing the agreement at the end of the process.
So, let’s first establish what a double discount is …
With the massive amount of information that is available online, today’s consumers are better armed than ever before, and they come to the dealership differently than in the past.
Clearly (to use a few terms from the past) because of “market pricing,” consumers have already gotten the “first pencil” before they even stepped foot on a dealer’s lot.
Yet, once they get to the lot, today’s consumers still expect to “do battle” and “fight” for a second “pencil.” It’s that second pencil, that second bite at the apple, that is especially dangerous for dealers.
MAXDigital has put a name on this nasty, margin destroying dynamic: the “double discount.” Think about it. Just 10 year ago, dealers would price cars artificially high because of the lack of transparency in pricing. To be blunt, consumers didn’t know any better. Since the price was artificially high, dealers would offer a discount on the lot—and consumers thought they were getting a good deal.
Times have changed. Market-pricing is ubiquitous. Dealers have adapted the way they price. But there’s a problem …
Dealers have not adapted the way they sell.
So they don’t give themselves a fighting chance to communicate value and keep gross margins high.
The good news is that there is a better way.
MAXDigital has studied all of this in detail and has unique insights to help dealers understand how to make sense of this.
The key to solving the “double discount” is really understanding consumers and the way they gather and process information during their searching and buying processes.
The fact is that today’s car buyers are very different than they were 10 years ago.
For 2016 and beyond, successful dealers do two things up front: (1) close deals without discounting; (2) minimize the discount if one has to be be given to close it.
How? With three primary behaviors:
Do those three things and you’ll build a relationship with every customer. By being proactive with these qualities—every time and through the whole process—you’ll set yourself up to discount less, or not at all, compared to those dealers that do not do this.
The sudden pervasiveness of information as a result of the digital age has placed today’s car shopper in the driver’s seat. They are armed with information that appears at the tips of their fingers, allowing them to become more meticulous and surgical during the buying process.
This tectonic shift coerces brand specialists at many dealerships to discount the price of a vehicle on the lot that had been discounted online in the first place. When this is done, you get LOWER GROSS PROFITS. Couple that with the coming tsunami of used cars onto the market to forge a disastrous formula.
Patrick McMullen, at NADA 2016, will teach you how to keep your sales teams equipped and trained to stay on top of their game and win consumers. During his educational session, you’ll:
Transform Your Used Car Inventory into “Purple Cows”!
It’s an old marketing phrase that means you need to distinguish yourself from a sea of sameness. This holds true in our industry today more than ever. You must set YOUR customer experience apart from the competition starting online and ending in your dealership.
So learn how to answer those pivotal consumer queries and build relationships with a fluid process from online to purchase utilizing the same message, quality, value, and trust—a single brand voice—to win in your market.
Not only can you take the opportunity to learn more about our products prior to the upcoming convention, there is the opportunity to register for and attend a no obligation MAXDigital product demonstration at our booth, #1923C, and receive a $100 Visa gift card.
Then, you can hang out at the MAXDigital sports bar and take advantage of our NADA Special Pricing! If you’ve never come by the MAXDigital booth before, this is the year to learn and win at NADA.
So register today!
When customers arrive at your showroom, don’t be surprised if the first thing they do is pull out their smartphone. Half of all people are using a mobile device to help them through the car buying process, and the same people are using their phones while they’re on your lot.
But what are they looking for?
What are they doing once they find it?
Recent studies of cell phone use at a dealership show that what customers find—or what they don’t find—might cause them to turn around and walk out the door.
A recent Cars.com Insights study found that mobile research causes consumers to visit additional dealerships. Overall, 72% of shoppers using a mobile device on the lot are more likely to visit additional dealerships. As many as 62% of customers who used a mobile device while in a showroom decided to visit another store the same day.
It’s clear these people are ready to buy a car, but what are they looking for on their phone that is causing them to take their business elsewhere? How can you go above and beyond to be a customer’s first and last point of interaction?
Data shows most people are trying to compare prices and may be drawn to another dealership because they think they can get a better deal. They’re not just “showrooming,” though. Customers will also look at trusted third parties like Kelley Blue Book, Edmunds.com, and TrueCar to estimate car values and calculate what their trade-in is worth.
If you don’t want that to happen, the solution is to give your customers the resources they want on your website and to make sure those tools work well in mobile browsers. You need to give consumers a seamless shopping experience.
That means providing clear explanations for all pricing questions. Your digital showroom should offer as many answers as the physical one. Customers want to know why the listed price differs from the MSRP. They want to know why two used cars of the same make and year have different prices. They want to know how you appraised the value of their trade-in.
With proper vehicle merchandising, you can answer all of these questions and more. With one touch, your customers should be able to pull up all the information they need on a car, including equipment, highlights, vehicle history, and more. This sort of information gives a snapshot of the vehicle that customers will understand.
By being transparent with your customers, you will earn their trust and prevent them from seeking a better deal somewhere else.
The thing about giving your customers the right vehicle pricing tools is that you also have to give them the right price. As Google puts it, each customer will come to that “Am-I-getting-a-deal” moment, and when that time comes, you and your sales team need to be consistent.
Consistency comes from good data and advanced analytics, which you can get from an inventory management platform designed around the current automotive ecosystem. That kind of platform will help you answer questions about stocking, acquisition/appraisal, and pricing.
You should know which cars the customers in your community are looking for before they’re even in the hunt for a car.
Appraisal tools that are tapped into current industry data and trends will make sure your dealership doesn’t lose out.
Customers are always going to wonder if they’re getting a good deal, and a combination of transparency and consistency can help you convince them that they are. The best deals are the ones that are as good for you as they are for your customer, which means you need tools that benefit both of you.
If you don’t think your dealership has those essential vehicle pricing tools, it’s never too late to seek help.