Investing in dealership software is a smart move. With the trend toward online consumer shopping taking over the industry, it’s essential if you want to be successful in your efforts to boost sales — especially if you’re a dealership that happens to sell used vehicles. Now, you might be asking yourself “Why do you even say ‘used vehicles?'”
Well, the reason I say used vehicles is because owning and operating a used car dealership has a multitude of its own unique costs: offering misc. amounts for trade-ins, paying for reconditioning/repair, and the list goes on.
Given the unique costs that come with owning a used car dealership, it’s safe to say that you don’t want to waste money on vendors that may or may not work out for you. Additionally, you want to make sure that you’re seeing a nice return on investment.
But now that you’ve made the decision, you have to decide where to go next. The process for selecting used auto dealership marketing software is getting more complex, as more and more vendors provide a wide variety of tools designed for the automotive industry. Needless to say, you can expect different results based on a number of factors.
As Feldmann Imports recently discovered, they had been relying on a car dealer software without realizing they could have gotten significantly better results by switching. “We were utilizing the Purecars trade-in tool because it was already included in our solution,” said Dave Anderson, internet manager for the Minnesota-based dealership.
However, he said, they were only getting 17 leads per month through the tool — at a 4 percent lead-to-sale conversion rate. After switching to PERQ’s Trade Appraisal Plus (TAP), Anderson said, “we received well over two times the leads and lead-to-sale conversion.” Feldmann Imports, which sells both new and used cars, generated 47 leads within a 30-day period, with a 10 percent conversion rate with TAP.
Take a look at these 3 things you should be checking for in a vendor before signing a contract:
1. Check used car dealer software reviews.
This can’t be stressed enough. By checking reliable used car dealer software reviews (testimonials, case studies, etc) that provide comparisons and experiences, you can get a better understanding of the types of results you can expect from using the used car dealer software.
Ask vendors about specific numbers. It’s also important that reviews are not anonymous — but have names, locations, and specific details. A company should be able to stand by its results with customer reviews. For more details on Feldmann Imports’ experience, check the full case study here.
2. Delivers an interactive customer experience.
Your website needs to work hard for you. Studies show that the average car buyer is spending 14 hours researching online before they even step into your dealership — or someone else’s dealership. You need to make an impression with interactive content that allows you to make a first great impression, provide reliable information, and engage visitors so that they will want to stick around and, eventually, purchase from you.
Interactive content — with fillable forms that deliver a more engaging experience than static content — is the key to delivering that type of experience.
Studies also show that interactive content is more effective at converting leads.”Marketers succeed when their audience not only consumes content, but also enjoys and acts upon it.” Content marketing expert, Barry Feldman, says. “Understanding this principle, more and more content marketers are stepping-up their static content to create content customers can interact with.”
3. Provides a user-friendly platform.
Not only should your used auto dealership marketing software deliver an engaging experience through your website, it needs to be user-friendly so that your team will actually have the motivation to continue to use it. Take the software for a test drive.
The vendor should be able to provide you clear direction on how to use customer data and insights to help your sales team create messages tailored to the buyers’ interests and timelines. At this point, you also need to ask about reporting. The software should provide a clear overview of your progress in gaining quality leads.
In addition to these 3 factors, the best used car dealer software vendor should provide you the type of customer service that will help you make an informed decision from the start, as well as stay with you throughout your engagement with them.