Throughout their shopping process,customers expect a seamless experience that is individualized, impressionable, and with continuous support regardless of what channel they are using to contact you, whether it be by phone, email, chat or even in person.
While customers cannot download the vehicle yet, they still have moved the majority of the car shopping process online.
This can make it harder to judge where a customer may be in their shopping process, because you do not know what resources they have been using before you made contact with them.
What is your customer doing before they get to your showroom?
In order to better connect with your customer, its important to take a step back and look at what they are doing before they walk into your showroom.
If you know were they are in their buying process, then you can meet them there and help walk them through their buying process.
All of these steps that used to happen in the showroom, now take place before the customer ever visits a dealership. Your customers are using tools such as Kelly Blue Book to find out the value of their trade. Edmunds to research models, and searching reviews to research dealers.
Your customers are doing their research and are walking into the showroom more educated than ever. If you can figure out what step your customer is on, then you can meet them there and help walk them through their buying process and into the showroom.
Your customers have a mental checklist of all of those Pre-visit steps they are trying to check off before coming to the showroom. If you invite them into the dealership and they decline, then more than likely, they have not checked everything off of their check list.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.