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.
Increase Leads and Sell More Inventory With MAX Digital
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.
How Does the Modern Buyer Shop for Cars?
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.”
Attracting the Now Buyer
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.
Selling to the Now Buyer
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.
Every month, MAXDigital recognizes and celebrates a dealership that demonstrates exceptional performance through our “Dealership-of-the-Month” program. This month MAXDigital is honoring Della Honda of Plattsburg as Augusts Dealership-of-the-Month! We are celebrating them because of their commitment to MAX AD, MAX Digital Showroom, and their efforts to value base sell. As a result, the team has seen a month on month increase of gross profit and units sold. Della Honda of Plattsburg is a growing and thriving dealership within the Della Group, which has 8 dealerships throughout New York and Michigan. We look forward to watching their steady growth, and continued use of MAX Ad and MAX Digital Showroom to build trust and transparency with customers by selling based on quality and value. Again, congratulations from the entire MAXDigital team!
The modern automotive customer comes into the dealership armed with information consumers of the past didn’t have. These shoppers have been researching their decision for hours before they step in the door, and they know the market value of the car they want. Often they know this value even better than your sales staff.
Intimidated and unable to back up the price, salespeople often drop it to make the sale. These discounts add up over time and can have a huge impact on your business. MAX Digital can help you stop the drop and get higher profit margins on the vehicles you sell.
Learn How MAX Digital Can Help You Stop the Drop and Increase Your Profit Margins
The first step to solving a problem is assessing the situation. How often are you experiencing the drop? MAX Digital’s “Assess Your Drop” quiz can help you see how well you’re currently protecting your profit margins. The quiz takes just five minutes and can highlight areas where you can improve.
No matter what your score is, you can always do more to prevent the discounts. The MAX Digital platform is full of tools that help you defend your price and stop the drop.
Justify Your Price Online
MAX starts fighting the drop before your customers even step onto the showroom. Our comprehensive merchandising tool and content generation engine create thoroughly detailed VDPs for your web page. These VDPs include price justification with several proof points, including market comparisons. With the knowledge that they’re getting a fair price, shoppers are less likely to try to lower the price more.
Turn Your Team Into Experts
It is impossible for every one of your salespeople to know every vehicle inside and out. MAX puts the information they need to become experts at their fingertips. The MAX Digital Showroom app lets your team instantly access the vehicle information they need to hold firm on the price.
MAX can do even more to give you the higher profit margins you’ve always wanted. From sourcing affordable cars to providing powerful analytic tools, there’s something for you on our platform. Schedule a demonstration or contact us at (888) 841-0884 to learn more about what MAX can do for you
As the United States automotive continues to transform, record numbers of Americans are choosing to buy used cars. This is great news for used car dealerships. However, with this increase in demand comes an increase in the need for a steady supply of well-priced used vehicles.
This need for cars was a major concern for Michael Cavanaugh, Chief Operating Officer of CARite. CARite is a chain of 24 dealerships spread across 10 states. Cavanaugh said, ““When all you do is used cars, you need to source a lot of cars.”
Recently CARite switched to MAX Digital and now experience a significantly improved vehicle acquisition process.
Learn How CARite Improved Their Used Inventory Management with MAX Digital
Most used dealerships have similar problems sourcing cars. With a recent major expansion, this issue is particularly pressing for Cavanaugh. However, finding cars is just a small piece of the problem.
“One of our mottos is ‘Better Cars, Better Experience,’” Cavanaugh said. “We source late-model, low-mileage cars and price them at or below market.” With the increase in online car shopping, consumers are aware of the value of cars, leading used vehicle dealers like CARite to price their cars very close to market value.
To be able to price their vehicle appropriately, dealerships need to be able to buy at a fair price. Cavanaugh says, “We don’t have the luxury of paying too much and then making it up by selling for more. Finding the right cars at the right price is paramount to us.”
MAX Digital’s Inventory Management Software makes it easy to find cars for the right price. The software’s Acquisition function finds you nearby vehicles for sale based on your dealership’s sales history and market data.
Vehicles are appropriately priced by the Appraisal tool, so you get a fair price before you buy. With their focus on providing no hassle low pricing, this helps CARite get the most from their sales.
MAX doesn’t stop at inventory management. The MAX Content Generation Engine generates detailed VDPs and ads for your website. “One of the reasons we like MAX is that they not only have good market data before we purchase, but their program generates really good content and descriptions on each vehicle for the consumer,” Cavanaugh says.
MAX Digital: Helpful Software, Attentive Service
MAX Digital is more than just a software solution. Once you start working with MAX, you’ll get a full-service partner. It is this attribute that Cavanaugh enjoys the most.
Cavanaugh says, “It’s a really good value for us. They have been better to work with than any other tech vendor I work with… Every employee genuinely cares about you and wants you to be successful. MAXDigital is a core part of our business; we wouldn’t be as successful as we are without them.”
Every month, MAXDigital recognizes and celebrates a dealership that demonstrates exceptional performance through our “Dealership-of-the-Month” program. This month MAXDigital is honoring BMW of Murrieta as July’s Dealership-of-the-Month! We are celebrating them because of their commitment to MAX Digital Showroom and a culture of value-based selling. As a result, the team there has seen a 45% improvement in their average price drop since March. BMW of Murrieta is a growing and thriving dealership within the Hendrick Automotive Group, which has more than 100 dealerships throughout the United States, and is very involved with their local BMW Club. We look forward to watching their steady growth, and continued use of MAX Digital Showroom to build trust and transparency with customers by selling based on quality and value. Again, congratulations from the entire MAXDigital team!
The unfortunate truth is, people just don’t trust car salespeople. They consistently rank as one of the least trusted professions in the US, and there’s one central reason why: people need to buy cars, but don’t like being sold to.
MAXDigital wants to help you change the narrative of automotive sales.
Innovations in information technology have changed the automotive market in profound ways. These same changes have created new opportunities for salespeople to build trust with customers. The MAX Digital Automotive Merchandising Tool lets you train your sales team to become automotive experts who can gain the confidence and sales of modern consumers.
How Your Automotive Sales Team Can Gain Customer Trust
88% of consumers use the internet to shop for cars, and increasingly, larger portions of the decision-making process happen online. These shoppers are looking for honesty and information once they make their way to the dealership. They’re looking for someone to facilitate their purchase, not a salesperson. MAX Digital gives sales staff the power to give consumers the facts they desire.
Today’s car buyer isn’t willing to just take your word on a car. They want to know the value of things before they buy. They’ll want to know what they can expect from the vehicle, and they’ll do much of their research before stepping through the doors of your dealership.
MAX for Website creates highly informative Vehicle Detail Pages, and MAX Ad distributes thorough ads to hundreds of third party websites, giving them all the information they need. These pages also list heavily supported prices, letting consumers know they’re getting a great deal.
Be an Expert
With the amount of homework consumers do before they stop in the dealership, it is very likely they know more about the vehicle they want than you do. It is almost impossible for every salesperson to know everything about all the cars on your lot.
MAX Digital Showroom puts this information at your sales team’s fingertips through their smart devices. Consumers can easily take on any question or concern with confidence thanks to MAX’s effective platform.
A simple method of gaining trust is to connect with your customer on a personal level. Don’t just talk at them, but listen to them. By listening, you can get a better idea of what they want from their new vehicle. This helps you better craft the experience to the individual and helps the customer feel like you have their interests in mind. People in the digital age are having individualized buying experiences. Why should they want automotive sales to be any different?
Consumers need information. MAX Digital provides your automotive sales team with a unique tool to gain customer trust by providing transparent and thorough information. Schedule a product demonstration to see what our software can do for you.
Every month, MAXDigital recognizes and celebrates a dealership that demonstrates exceptional performance through our “Dealership-of-the-Month” program. This month MAXDigital is honoring North Park Lexus San Antonio with our June Dealership-of-the-Month! We are celebrating them because of their exceptional achievements in consistently using MAX Digital Showroom to sell their vehicles at internet price. North Park Lexus San Antonio is part of the Kahlig Auto Group, which has 14 dealerships throughout New Braunfels and San Antonio Texas area. Not only is North Park Lexus San Antonio a fast growing dealership but they are very active within their community, giving back to more than 35 organizations. We look forward to watching their continuing growth, and constant use of MAX Digital Showroom to sell at asking price. Again, congratulations from the entire MAXDigital team!
As information technology makes information easier to access, more major purchase decisions are being moved online. Automotive sales are not unaffected by this trend.
Give Shoppers the Information they Need
Long gone are the days where auto consumers shopped around at multiple dealerships. Research shows that 71 percent of people buy the vehicle they are already interested in when they visit a dealership. 46 percent of customers only visited one dealership after having made the decision online. These modern buyers want transparency and the ability to do their own research.
Driving sales is dependent on giving customers the information they want, where they’re looking for that information. MAX Ad makes this simple by integrating with your used car inventory management system. From there, the MAX Content Generation Engine builds customer-relevant ads.
The ads generated are easy to read, and broken up to answer the questions that the average consumer wants to know using MAX Ad’s optimal format description. These ads include images, detailed vehicle information, and a pricing justification that lets potential buyers know they’re getting a fair price.
MAX Ad Helps You Meet Your Customers Where They Are
MAX Ad gets these ads to in-market shoppers by sending them to over 200 third-party websites. 78 percent of people use pages and apps like Cars.com, Autotrader, or Kelley Blue Book in their shopping process. By putting relevant ads on these sites, MAX Ad brings your inventory information to where consumers are looking and gives it the edge it needs to stand out.
Merchandise your inventory with ease, thanks to MAX Ad, and other tools available at MAX Digital. Schedule a demo to see what our software can do for you. You can also contact us at (888) 841-0884 to learn more.
Every month, MAXDigital recognizes and celebrates a dealership that demonstrates exceptional performance through our “Dealership-of-the-Month” program. This month MAXDigital is honoring Grainger Nissan of Savannah with our May Dealership-of-the-Month! We are celebrating them because of their exceptional achievements in managing their inventory and closing trade appraisals. Grainger Nissan is a family owned and operated Dealership located in Savannah, GA. The Grainger Automotive Group also has a Honda Store located in Savannah and a Nissan Store located in Anderson, SC. The Grainger Family has been in the car business for over 40-years and we appreciate their efforts across all of their stores. We look forward to watching their continuing growth in the future. Again, congratulations from the entire MAXDigital team!
The digital age is creating a new type of car-buyer: a consumer that is well-versed, widely knowledgeable, and armed with an entire internet of information about the car they are interested in — all before they even enter your dealership doors.
You still need to sell vehicles, and you need your sales team to be able to sell them without offering extreme discounts and price drops just to make a sale. How do you do that?
MAX Digital Showroom levels the playing field between sales representatives and customers by making dealer employees product experts from their first day on the job. Keep reading to learn how MAXDigital puts the power back in your sales method.
Make the Sale, and Make it Easier With MAX Digital Showroom
MAX Digital Showroom makes selling vehicles easier by creating understanding and allowing for transparency between dealer and consumer. Here are some ways MAX Digital Showroom empowers your sales team, while respecting your customers:
- A Team of Product Experts: With tools like our MAXDigital window stickers, or MAX mobile app, your sales team will have instant access to each vehicle’s Value Report. That means instant access to Kelley Blue Book value, mileage, options and packages, and comparisons to prices for the rest of the market. That means confidence in your prices, and the ability to justify them for any customer that may come in with doubts or reservations. That means an honest, easy sale.
- Who Can Think On Their Feet: A member of your sales team is walking the lot with your customer, headed towards the car they called about. In the moment, the customer decides they may be more interested in a different car on your lot. How does your sales employee make a sale on a vehicle they aren’t prepared to sell? MAX Digital Showroom has your solution — a quick scan of the window sticker puts vehicle highlights and history in the palm of your sales member’s hands.
- And Answer Any Questions Asked of Them: MAXDigital helps dealers make sure prices are justified and sensible — but every customer who walks on your lot may not know that. If a customer asks you why your vehicle is priced higher than the same vehicle at a different dealership, you’ll be able to show them the option packages and accessories that make your car worth the extra cash.
Learn More About MAX Digital Showroom and Other Tools
Still not sure how MAX Digital Showroom might work for you? Set up a product demonstration with MAXDigital today to see how our tools work with your inventory. We’re looking forward to helping you confidently price and sell your new and used vehicles.