Change is inevitable. For dealerships and every other business, change is driven by shopper needs in the marketplace, and businesses that don’t change to accommodate consumers will fall by the wayside. Today’s knowledgeable and fast-paced shoppers are looking for dealerships with an informed sales team that can meet them where they are in their buying and researching processes. When your employees demonstrate product expertise, as well as an innovative sales environment, your dealership will stand out from the rest.
Ready to Buy
Customers are showing up to dealerships ready to buy; they are doing their own research online and are aware of what they want to buy before setting foot on your lot. In fact, 1 in 6 customers are even choosing a car to purchase fully online, skipping the test drive and dealership walk-around altogether. Because shoppers have changed the ways they approach car buying, many dealerships are scrambling to determine the best ways to meet their needs in what has now become an online showroom.
Your customers are steering clear of old-school sales pitches, instead opting for value, service, and a well-informed sales staff. It’s important to keep in mind shoppers are looking for quick insights and the best service—in the shortest amount of time—so when your dealership is able to offer those things, you’ll earn their trust. By ensuring your employees become product experts, you’ll know they can answer questions in a timely manner, respond to customer concerns, and provide the fastest service possible. In short, today’s well-informed consumers demand an equally well-informed sales staff to meet their needs.
Big data is more than just a catch phrase—it’s become essential in assuring dealerships are able to direct their efforts efficiently, offering shoppers exactly what they’re looking for at the right time. For example, AutoAlert’s data mining helps dealerships leverage analytics to reveal important shopper trends and consumer behaviors, in order to provide actionable in-market consumer intelligence. By knowing ahead of time exactly what your customers are looking for, you can increase your sales and enhance the overall experience in your dealership.
Especially now, the functionality of your technology is crucial. It’s imperative you have a well-designed and updated website that not only highlights your products and gives accurate pricing, but also gives customers an easy way to contact and interact with you. Your online presence is important when it comes to reaching those who are shopping and researching the vehicles they’re about to buy.
Knowledgeable customers are bringing about increased competitiveness in the market, forcing dealerships to be innovative. One Texas-based dealership is doing this by equipping the staff with earpieces connected to a site-wide radio system that is able to contact every member of the team with the push of a single button. This system has helped them provide the customers with a better experience and make the dealership stand out from the competition. Additionally, powerful platforms like AutoAlert’s Pando are changing the way dealerships connect and interact by addressing specific industry challenges and significantly improving workflow, productivity, and communication. For your dealership, it’s worth the investment to ensure every employee is communicating seamlessly and effectively—because this will lead to positive customer experiences that will grow your business in the long run.
Dealerships that adjust their business practices according to shopper needs will be more likely to succeed. So what are shoppers really looking for? They are looking for a dealership that can offer them faster service, less stress, and professionals who can efficiently answer their questions. By investing in training and technology, your dealership can thrive in a changing consumer landscape.
Author: Joey Little
Joey Little serves as Director of Digital and Social Engagement for AutoAlert. An expert in customer experience management, he educates automotive professionals at speaking engagements across the country. With results-driven advice and proven industry knowledge, he assists dealerships in reaching their audiences and increasing business via their social platforms.