15 December 2017
decisions now happen outside of your dealership
From 7-8 dealer visits before buying a vehicle a few years back, prospective customers now visit dealerships just twice,on average.
Basically these visits are to negotiate, sign, and drive the vehicle home, after they have
decided on the vehicle to buy, the dealership to buy it from, and the price-point.
Dealers now have to find, engage, and influence
prospects before they even step into the dealership. Google has identified 5 micro
movements when prospective customers search for answers online to 5 key
questions, outside of your dealership.
"Which car is best?”
"Is it right for me?”
"Can I afford It?”
"Where should I buy it?”
"Am I getting a Deal?”
To influence the answers to these questions,
dealers need to create an online identity that can reach out and touch local
prospects when they go online. This identity consists of your car dealer website, social
media including Facebook, Twitter, YouTube, Instagram, and Pinterest, search
ads, blogs, and more, with the entire effort anchored on your auto dealer
website, which, for all effective purposes, is the new showroom where sales
persuasion actually happens.
Need user attention? Use videos throughout your
customer touch-points. YouTube alone has 180 million viewers in the U S, and
69% of those who watch a video during their buying cycle is influenced by it.
Videos lift your brand recall more than anything
else– 80% of those who has seen your video is likely to recall your dealership when
they are in the purchase cycle.
Dealerships can make engaging videos with just a
good cellphone. Target video reviews from obviously happy customers, events
like hot new model arrivals, and more.
Big Data Analytics is now making deep inroads
into automotive retailing, and like Google, it is a game-changer.
As with any other new trend, the early adopters will walk away with the biggest
chunks of the cake, so it may be worthwhile to take a look now.
AI has matured to a point where ChatBots can hold
their own in intelligent FAQs level chat messaging with prospects. This trend
is likely to gain further traction in 2018.
Demo and Sales
Time and sophistication has not changed the
prospects' perception of dealerships as a pressure cooker environment. Why not
cut the Gordian knot and take the sales process to where your prospects are?
and dealers are already moving in this direction, and obviously, the successful
first movers are the ones who are going to walk away with the largest slice of
the cake in 2018.
For more winning tips for 2018, Click Here.