What Do You Find People Are Looking For In A Dealership?
With the economy having been difficult, many dealers are having a difficult time meeting sales goals, while others seem to be making a good go of it.
As sales people and consumers, what are you finding that people (potential buyers) are looking for in a dealership? Is it all about price and options, or is there more in terms of there being a relationship with the dealership/sales person?
Would love to hear thoughts and comments, observations and experiences below...
As sales people and consumers, what are you finding that people (potential buyers) are looking for in a dealership? Is it all about price and options, or is there more in terms of there being a relationship with the dealership/sales person?
Would love to hear thoughts and comments, observations and experiences below...
Replies to This Discussion
-
Permalink Reply by Walt Kustra on
-
Hi Scott,
Great question. I constantly ask myself this because I want to keep a good pulse on what I think my customers are looking for. What I have found recently is that right now there are two specific types of customers I am running into.
The first type, which is also the minority, are strictly looking to take advantage of some incredible incentives available from all manufacturers. I think the perception is that Toyota is giving away cars because consumer confidence is shaken and other manufacturers are following suit so as to not lose market share. While this pretty much is the case, we have two Toyota stores that have been busier than ever and a Honda store that is thriving.
The second type, and in my opinion the majority, are looking for the best purchase experience they have ever had! The internet has obviously flipped the car business inside out in the last five years and people are no longer looking to spend hours on the lot looking at cars and haggling with a salesperson. They want efficiency, honesty, and assurance they are getting a fair deal. Notice I didn't say the best price. That's customer talk. If you can prove why your deal is best, and have engaging charismatic employees, they will buy from you every time!
All this being said, pay special attention to your website. People are developing an impression of you strictly on your website before they ever set foot on your lot! Have pictures of yourself and your reps as well as videos. They are building a relationship with you before they ever come in the door and once they do finally meet you and you EXCEED their expectations...you will have a customer for life who sends you countless referrals.
People are truly buying salespeople, dealers, and their personal brand more than ever. Are you doing everything you can to be selling it?
-
Permalink Reply by Scott Morris on
-
Walt,
Really appreciate your insight. While I'm not a dealer, I had not really thought about the 'experience' aspect of what people are looking for. Having recently bought a used car, I can reflect back and you are very right - the experience of buying a car had me really wary, and what I responded to was the place I trusted (in the loosest sense of that word) the most.
What kinds of things, besides video and pictures, do you do to build "relationships" with people before they come to the lot?
-
Permalink Reply by Tobias Sedillos on
-
A vehicle that fits their needs, at a value they can afford; and of course - the friendly service they deserve. Those focused on price only are gearing themselves for a single sale, and those that focus on value in relationships are building a future of repeat and referral clientele.
-
Permalink Reply by Catherine Edwards on
-
Walt, you are spot on that "the internet has flipped the car business inside and out." We live in a world of digital transparency. As a result, consumers now drive the front end of the car buying process. They have instant access to all the information they need to be savvy car buyers well before they show up at the dealership.
Customers keep dealers at bay (phone / email / internet lead vs. walk-in) until they have decided who they want to work with. To be the one that wins the customer’s attention requires price transparency and a respect for the customer’s information-gathering process.The right thing to do is to give the car buyer what she wants right away: usually that’s a price quote! Best practice is to execute a multi-vehicle price quote in 10 minutes every time.
Walt Kustra said:Hi Scott,
Great question. I constantly ask myself this because I want to keep a good pulse on what I think my customers are looking for. What I have found recently is that right now there are two specific types of customers I am running into.
The first type, which is also the minority, are strictly looking to take advantage of some incredible incentives available from all manufacturers. I think the perception is that Toyota is giving away cars because consumer confidence is shaken and other manufacturers are following suit so as to not lose market share. While this pretty much is the case, we have two Toyota stores that have been busier than ever and a Honda store that is thriving.
The second type, and in my opinion the majority, are looking for the best purchase experience they have ever had! The internet has obviously flipped the car business inside out in the last five years and people are no longer looking to spend hours on the lot looking at cars and haggling with a salesperson. They want efficiency, honesty, and assurance they are getting a fair deal. Notice I didn't say the best price. That's customer talk. If you can prove why your deal is best, and have engaging charismatic employees, they will buy from you every time!
All this being said, pay special attention to your website. People are developing an impression of you strictly on your website before they ever set foot on your lot! Have pictures of yourself and your reps as well as videos. They are building a relationship with you before they ever come in the door and once they do finally meet you and you EXCEED their expectations...you will have a customer for life who sends you countless referrals.
People are truly buying salespeople, dealers, and their personal brand more than ever. Are you doing everything you can to be selling it?
-
Permalink Reply by Matthew J. Cisneros on
-
Catherine Edwards said:Walt, you are spot on that "the internet has flipped the car business inside and out." We live in a world of digital transparency. As a result, consumers now drive the front end of the car buying process. They have instant access to all the information they need to be savvy car buyers well before they show up at the dealership.
Customers keep dealers at bay (phone / email / internet lead vs. walk-in) until they have decided who they want to work with. To be the one that wins the customer’s attention requires price transparency and a respect for the customer’s information-gathering process.The right thing to do is to give the car buyer what she wants right away: usually that’s a price quote! Best practice is to execute a multi-vehicle price quote in 10 minutes every time.
Walt Kustra said:Hi Scott,
Great question. I constantly ask myself this because I want to keep a good pulse on what I think my customers are looking for. What I have found recently is that right now there are two specific types of customers I am running into.
The first type, which is also the minority, are strictly looking to take advantage of some incredible incentives available from all manufacturers. I think the perception is that Toyota is giving away cars because consumer confidence is shaken and other manufacturers are following suit so as to not lose market share. While this pretty much is the case, we have two Toyota stores that have been busier than ever and a Honda store that is thriving.
The second type, and in my opinion the majority, are looking for the best purchase experience they have ever had! The internet has obviously flipped the car business inside out in the last five years and people are no longer looking to spend hours on the lot looking at cars and haggling with a salesperson. They want efficiency, honesty, and assurance they are getting a fair deal. Notice I didn't say the best price. That's customer talk. If you can prove why your deal is best, and have engaging charismatic employees, they will buy from you every time!
All this being said, pay special attention to your website. People are developing an impression of you strictly on your website before they ever set foot on your lot! Have pictures of yourself and your reps as well as videos. They are building a relationship with you before they ever come in the door and once they do finally meet you and you EXCEED their expectations...you will have a customer for life who sends you countless referrals.
People are truly buying salespeople, dealers, and their personal brand more than ever. Are you doing everything you can to be selling it?
© 2024 Created by DealerELITE.
Powered by
