How has the tendency for folks to comparison shop other dealers' lots from their smartphone at your lot affected your sales?
I'm hearing that more and more consumers are coming to dealer lots, finding a vehicle and then comparison-shopping features and price at other local lots while on the lot. Do you see this much? Does this negatively impact your sales? Do you know of folks who did this on competitor lots and ended up on yours as a result? What do you think of the trend in general - good or bad for dealers?
Replies to This Discussion
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Permalink Reply by Jeff Mayernik on
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We don't really have any local dealer competition, the next nearest franchise dealer is at least a 2 hour drive. I will say, being new to car sales, that the number of customers who tell me that they would be willing to make the trip in order to save $50 on the cost of the car is staggering. I have had it happen a couple of times that someone found the exact same car on another lot, typically while we're in the negotiating stage, and we adjusted the price to match or get close enough to keep the deal. In one instance the car was 300 miles away and we eventually agreed that it would be worth $200 to him to NOT make that trip.
What I find more troubling/irritating/disingenuous is when the customer gets internet quotes and then comes on the lot acting like they are a fresh shopper until we get to the desk. Then at the first pencil they whip out their email and say "Well, that's not the price I was quoted by your internet department" "Well, gee, Mr Customer; why didn't you just tell me you already had a quote so I could have let you work with the person that gave it to you?" grrrrr
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