SHOPSMART AUTOS – CUSTOMER INFORMATION – NOVEMBER 22, 2020 PT-2
Car-Buyers Want To Spend More Time With Salespeople, Study Says (PT. 2
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The trend doesn’t simply have consumer benefits; it also has significant benefits to the dealer. “If it takes six hours to buy a car, then it takes six hours to sell a car, and that is incredibly expensive when margins are compressed and you have four or five people touching a deal,” Moss told us. “We see a huge level of interest to change the way cars are sold.” One big change is the elimination of redundancies and wasted time involved in basic information-gathering. The study noted almost a quarter of consumers said they were asked to provide information they already had completed online. Of these, 41 percent said they were asked to re-submit basic contact information; 43 percent were asked to re-fill out their credit applications; 33 percent were asked to re-state their desired payment terms, and 25 percent were asked to re-state their vehicle of choice. “When the customer has done a lot of work from home and then they have to start over like ‘Groundhog Day’ when they get to the dealership, it is just incredibly frustrating,” Moss said. “Our efforts are around making that transition seamless.” The change is coming, and Moss says the change is not the result of big, bold initiatives nearly so much as a groundswell from the grassroots. “I have no doubt that this is where the industry is heading because consumers want to shop when, where and how they want,” Moss said. “It is the dealer down the street who is figuring it out. They are deciding to go to where the customer is going to be.” It seems that as automotive retailing adds more technology and transparency to the car-buying/selling process, the goals of customer and dealer become much more closely aligned. Both want to take friction out of the process and speed it up. “More efficiency at the dealership, that is top of mind for the dealer,” Moss said. To the customer, a faster, more transparent process is at the head of the list of desired results. When we find ways of delivering or servicing customer’s vehicles in a consistent timely manner then we get the review, repeat business and loyalty that every dealer hopes for when they open the doors each day. Good for the community, good for the employee’s, good for the tax base and good for the customer. Make it a champion day!
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