SHOPSMART AUTOS – CUSTOMER INFORMATION – NOVEMBER 19, 2020
90% of Car Shoppers Prefer a Dealership Where They Can Start the Buying Process Online (PT. 3)
Deal Structuring:
Consumers also indicated that they would like to see changes to the deal structure process. Over half of consumers (56%) want to start the negotiation process on their own terms and preferably online.
Test Drives:
The majority of consumers (88%) stated that they won’t purchase a vehicle before first test driving it – although they seek improvements to the current process. The majority reported that they do not like the current process, which typically involves being accompanied by a sales person. Instead, they seek a more convenient test drive process with less pressure, such as being able to test drive different vehicles across brands in a single place or taking a test drive with a product specialist instead of a sales person.
Service:
Improvements to the vehicle service process are also important to consumers, with 83% indicating the importance to access a network of local service centers that honor service agreements. Consumers seek convenience and off those who prefer local service networks, 76% would prefer to go to a service center close by, and 63% want to be able to service the vehicle anywhere. Implementing strategies to make the consumer the center of the auto purchase process brings huge rewards to dealerships willing to make the change. With 66% of consumers saying that they would be much more likely to buy from a dealership that offers their preferred experience, the opportunity in new revenue simply can’t be ignored. Don’t be the dealer that does not want to spend money on PPE gear in order for the perception of the guest is that your store is doing everything to not only keep the employees safe but as a guest would like to keep you safe. Which drives up the level of consumer confidence. When customers see your team members wipe down their work areas, the customer’s vehicle, the vehicle that you want to sell to them and it’s always consistent with every customer. The reviews go out of the roof with great referrals because not all dealerships are having their team members in a timely fashion show that safety is the most Important thing for all of us these days. The same goes for survive – if they are doing the right thing we all win. Make it a champion day!
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