With new car sales in decline, fierce industry competition, and relatively indecisive consumers up to the point of purchase, today’s car dealers need every competitive edge they can get their hands on. Conquesting is one such competitive edge.
It’s important to understand that less than half of today’s car buyers are committed to a specific vehicle when they start shopping which is why they spend an average of 17 hours online visiting dozens of websites to research the hundreds of vehicle makes and models available. They’re barraged with information along the way as they add and delete vehicles from their short list.
As consumers move towards purchase, dealers must focus on three primary responsibilities – to protect their local, loyal customers in their own backyard, to use the right conquesting strategies to infiltrate the competition by reaching and engaging with competitive consumers, and to use the right sales and communication tools and practices to break through the digital clutter.
Following is a checklist to help you cover these bases. I will be diving into the details of this checklist during my session “How to Conquest and Conquer the Competition” at
- Protect your dealership with the right use of SEO, conversion tools (that turn website visitors into showroom visitors), protective SEM, paid search alternatives, and vertical advertising.
- Infiltrate your competition with leads, videos, exploitative SEM, paid search alternatives, and vertical advertising – I’ll outline the strategies and tools that work best!
- Modify your communication and sales processes by outlining the benefits of your dealership and your brand, as well as offering alternative vehicles in your inventory. Whatever you do, don’t take the vehicle of interest too literally.
Learn how to reach car buyers at the precise time and place during the shopping process, and with the right content that resonates, while fine tuning your communication and sales processes to drive consumers onto your websites and into more cars.
Author: Scott Pechstein
Scott Pechstein serves as Vice President of Sales for Autobytel Inc. where he manages in-house and field sales and account management for the company’s broad range of industry leading products. Scott serves as an automotive industry spokesperson, a company news media spokesperson, and lead trainer of the Autobytel Dealer Insight Series. He also contributes sales insight for the development of the company’s client marketing communications programs. Scott is a Digital Dealer, NADA Convention, NADA 20-group, IS-20 Group, and Internet Super Conference speaker, among others. Scott got his start in automotive at the age of 19 at Tuttle Click Automotive Group. He began his career at Autobytel in May 2000 and since that time, has advanced through the ranks of the company, serving in various sales roles until being appointed to head up the Sales Department in 2011.