SHOPSMART AUTOS – CUSTOMER INFORMATION – NOVEMBER 22, 2020
Car-Buyers Want To Spend More Time With Salespeople, Study Says (PT. 1
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Forget about the commonly held belief that consumers can’t stand car salesmen. A new study shows typical car buyers want to spend more time with their salespeople, and it demonstrates that prolonged absences by those salespeople during the purchase process lead to poorer satisfaction with the overall car-buying experience. The study, sponsored by digital retail solutions provider Roadster, examined the in-store car buying experience from both the dealer and consumer side of the equation. Among the key findings was the fact that car salespeople leave their customer every 20 minutes during a typical car-buying transaction. “When they do leave satisfaction drops significantly – up to 30%,” Roadster’s chief marketing officer Michelle Denogean said. “And an important thing is what customers are doing when they are left alone. They’re texting back and forth to their spouses, looking at third-party sites, and maybe talking themselves out of the deal.” Contrary to the popular notion that car salespeople alienate their customers, the study found that salespeople often develop a genuine level of trust with their customers. “Satisfaction with the salesperson is really pretty good,” Denogean said. But the level of satisfaction “gets worse with time spent; after 90 minutes satisfaction significantly drops.” One of the major reasons for the drop — repeated absences by the salesperson. And those absences are often prompted by the conventional car sales process. Typically, salespeople must leave their customers to get answers to questions they are unauthorized to answer on their own — things like the value of the customer’s trade-in or the finance/lease terms. Whatever the reasons, the absences, often unexplained, create confusion and distrust around the entire car-buying process. In fact, over 25 percent of consumers surveyed stated they had no idea what the salesperson was doing in the time they were away. Technology can help provide salespeople with the answers they need to maintain contact to assure that valuable level of trust they establish with their customers. Roadster began with the idea of helping consumers purchase cars online, but in doing so the company discovered that its technology solutions could also give dealer personnel the information and guidelines they need to sell more effectively and efficiently. “One of the benefits of the technology is giving the dealer ability to empower their salespeople,” said Roadster CEO Andy Moss. “There are four or five people touching each deal, and the salesperson has limited authority. A lot of what we’re doing is focusing on a trend toward one-person selling.” Make It A Champion Day!
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