The REAL Reason Customers Leave Showrooms Without Buying
The REAL Reason Customers Leave Showrooms Without Buying Even the best sales people average only a 30% closing rate. This means 70% of customers leave showrooms without buying. Why? In an automotive market study of over 250 dealerships and 250,000 customer interviews, CAR-Research XRM released the top 10 reasons why shoppers flee from dealerships without purchasing a vehicle. Based on their data collection, it’s likely for customers to provide fabricated excuses in order to exit quickly and peacefully.So here’s the truth. The number one reason behind why customers leave without buying: #1: Issues with Sales People and Management Staff Problems with sales staff and mangers ranked the highest among the reasons why customers abandon the sales process after visiting a dealer. Specifically, the issues interviewees reported were as follows: -Disrespectful, rude, or unfriendly treatment by sales staff -Salespeople lacking knowledge regarding the vehicle of interest -Inability of sales personnel to provide product or financing information -Manager they scheduled to meet with was not available -Sales staff not remembering appointments and sending customers to meet with someone else -Instances of salesperson not speaking directly to the female customer when a male was also present -Too much back and forth between salesperson and desk manager, leaving customers feeling as though their time was wasted -Managers lacking empathy and coming off too pushy Following negative interactions with unknowledgeable or arrogant staff, the next highest indicators for why people leave were shopping, price, and financial issues. Together these problems account for 45% of why customers bolt before buying. 71% of this particular segment of shoppers reported they were not presented with the proper steps included in the “Road to Sale.” It is critical for salespeople to efficiently provide the following steps during the sales process:
-Product Presentation -Demo Drive -Service Introduction & Walk -Manager T.O. Interview The study determined that significantly more customers would have purchased a vehicle if these steps were performed in an efficient and professional manner. We’ve all heard the phrase “knowledge is power”, but product knowledge in this industry is everything. The bottom line is that dealership sales staff must first and foremost be experts regarding the top value indicators of vehicles they’re selling. This means providing customers with all the relevant information they need to make an educated purchase decision they can feel confident in. It’s impossible to memorize every key installed feature and option for every car in inventory. Focusing efforts on explaining the value in a vehicle to the customer will go further than simply negotiating a lower price. Utilizing third party information and Value Reports™ on vehicles can help educate consumers while simultaneously arming salespeople with the tools they need to close more sales. Make It A Champion Day! Brandon Hardison Champion Strategies
Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 EQC, 2020 Ford Super Duty, 2020 Honda Pilot, 2020 Kia Optima, 2020 Lincoln Aviator, 2020 Mazda 3, 2020 Mercedes-Benz EQC, Audi Car
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