Easy access to information through the internet has fundamentally changed the way people shop for cars. Ignoring these changes can mean massive losses in revenue for your dealership as you either fail to attract leads or need to drop your prices to sell your stock.
Fortunately, customers are looking for your products online right now. In a recent Driving Sales webinar Patrick McMullen, Senior VP of Strategy and Innovation at MAX Digital, and Chad Graves, Co-Founder and Director of Sales at Reunion Marketing, lay out strategies for increasing leads online and selling to the modern buyer.
Auto dealerships are starting to see radical new competition from industry disruptors like Carvana. These changes come with an increase in used inventory to create a shift that can hurt dealerships who don’t adjust their strategies.
In the past, customers shopped with physical visits to multiple dealerships before making a decision. Now, a majority of customer decision making is done online. The average consumer spends as much as 16.75 hours on third-party and dealership websites choosing their next car.
After doing their research online, the average shopper only visits one or two dealerships in person. Success in increasing leads is dependant on having the online presence to bring those customers in. McMullen said, “It used to be that our… physical front line was the most important place. Now it’s our virtual front line. Our virtual front line is the first time we have to make an impression on that customer.”
The first key to attracting leads to your lot is being where they’re looking. Graves described how utilizing SEO and SEM strategies can help you appear near the top of the results when people search for your vehicles.
Consumers want transparency and information. Once they arrive on your website, you need to make sure that your content is optimized to give them the information they need to convert and choose your dealership.
Your website should have dedicated pages for vehicles that demonstrate their value clearly. Most customers don’t buy cars on price alone, instead choosing the car that offers the most value and quality. Your VDPs should mention specific package information and answer any questions a visitor may have about the car.
Your work isn’t over once you get customers into your store. With the massive amount of research they do before coming in, buyers are likely to know more about the car they’re after than even your sales team.
The MAX Digital Showroom app puts information about every car on your lot at the fingertips of your sales team. By having access to this information, they can have the expertise they need to build trust with your customers. It will also arm them with the information they need to fight price drops.
By adapting your strategy to the now buyer, you can increase leads, store visits, and profits for your dealership. Listen to the full webinar below for more insights, or schedule a demo to see how MAX Digital can help you.