The future of automotive sales seems to be shaky. Most consumers are now saying that they would prefer to conduct the entire car buying process online — bypassing you and your sales team entirely. According to a study by Accenture, about 75 percent of 10,000 consumers polled said that they would prefer to complete their entire car-buying process online, which is why dealers should be implementing auto dealer web software.
It didn’t matter if they were completing financing, price negotiation or arranging delivery, consumers considered online purchasing for a premium-ticket item like a car was more preferable than making that purchase in your physical location.
So with those changes in customer behavior, auto dealerships are being challenged to adapt. Many are finding that auto dealer web software is providing the tools for them to continue to deliver a personalized, warm customer experience — long before your salesmen ever meet prospective clients in person.
Here is how the right auto dealer web software can work for you:
Show the Human Side of your Operations
Perhaps you have the best sales team in town — hands down. Well, it’s important to realize that’s not going to do you a bit of good until your prospects actually meet your sales reps in person. And the reality is that’s not going to happen until the prospective car buyer already has been researching online for an average of 14 hours — long before they step foot in your door.
“With car dealer web software you can show off the human side of your operations by engaging visitors from the start.”
With car dealer web software you can show off the human side of your operations by engaging visitors from the start. Use interactive tools to help them determine their interests for a trade-in or a car. These type of experiences “humanize” your website.
Communicate More Clearly
“A customer interested in purchasing a used vehicle within three months will want to communicate with you differently than a person purchasing a used vehicle within two weeks.”
Who are you talking to? Why? What are they interested in? These are all good questions to explore when developing follow-up communications with your leads. A good auto dealer website solution sets you up for more successful messaging by providing you with extensive customer data insights that let you determine how soon you should follow up (soon).
It also serves as a great tool for developing messaging that meets their needs — at the right time. For instance, a customer interested in purchasing a used vehicle within three months will want to communicate with you differently than a person purchasing a used vehicle within two weeks. Take those factors in consideration when developing follow-up communications. Be honest and straightforward with your messaging.
Develop a Relationship
Not all buyers are ready to purchase “right now.” Nor should you pressure them to do so. But these are the prospective buyers who could boost your sales within a matter of months — if you take the time to nurture those relationships strategically from the moment they land on your website.
“Prospective buyers should feel as if you’re truly interested in guiding them by providing the information they need to eventually make a decision.”
That requires a strategy in which you’re making an impression at first sight, and delivering an engaging, meaningful experience for the long haul. Prospective buyers should feel as if you’re truly interested in guiding them by providing the information they need to eventually make a decision. All these factors are essential in helping you develop relationships with consumers, no matter where they are in the buying process.
Check out our success stories of auto dealerships who have experienced those types of results through PERQ’s software, and then reach out to us. We’ll show you how we can help you generate quality leads for your car dealership too.