The good news about trying to create a great car buying experience is that there are similarities among all great dealership experiences that can be studied and adopted. Understanding what these are and why they make for a great buying experience allows you to easily include them in all of your store’s sales processes. […]
Tablets, as I wrote in the previous post in this series, can help your sales team stay on track with a great process – one that also happens to provide a great buying experience for the customer. The right tablet (or kiosk) software, configured correctly, simply won’t allow your team to merely “check boxes” […]
Post our selling price online? Never! We’re not a one-price store!!! Posting a competitive price online – at or very near the price you ultimately expect to sell a vehicle for – doesn’t make you a one-price store; although it does make you more desirable and trustworthy in the eyes of today’s connected customers. […]
If you’re indeed ready to create a great buying experience in your dealership, you’re probably wondering what steps you need to take to make this happen. That’s understandable, because although you agree change is necessary, we all know that change (especially in automotive retail) can be disruptive. Therefore, your goal should be to figure […]
In the evolution of car dealer websites and what these should include, we’ve gone from arguing over whether a dealer should include more than a single used car photo (when I was with Dealer Specialties in 2003) to ditching configurators in favor of actual new car inventory (when I ran Reynolds Web Solutions in […]
Today’s old car dogs will surely react with utter disdain and perhaps even great vengeance and furious anger when they read that I not only believe Do-It-Yourself F&I is the future, but that dealers who fail to embrace this trend will find themselves struggling to create a buying experience that customers love (and are […]
It’s not enough to have a website that you like, or that you think “looks cool;” your website is not a brochure, nor is it merely an inventory listing service. Your website, when created and managed properly, should be the Number One lead and traffic source for your dealership. To ensure that you’re truly […]
Newsflash: Regardless of what you and your team believe, customers perceive multiple points of friction in the car buying process. Friction, by the way, that has today’s buyer seeking ways to avoid the dealership experience while working overtime to ensure you make no money on their deal. Given this, how your customers view your […]
Before we look at an efficient road-to-the-sale (RTTS), let’s talk about what’s wrong with the traditional variety: It takes too long. It repeats steps. It lacks transparency. Your Road-to-the-Sale Takes Too Long Even dealers who feel like they’ve squeezed out all of the unnecessary steps in their RTTS, still spend more than three hours […]
The good news about website lead generation is that there really are just a few basic rules of conversion that you need to remember when you evaluate your website’s ability to maximize sellable leads from your existing website traffic. Rule #1: Stay Above The Fold This rule originates from the concept that visitors cannot […]
For dealers who’ve successfully conducted business the same way for decades, I can understand that (A) Some of you still don’t buy in to the whole “better customer experience” thing; or (B) Those who do buy in may have no idea how or where to start creating this better experience. If you still don’t […]
(Yes, I could’ve come up with a catchier title for this post, but this series is so damn long already, that I really felt being descriptive was the best way to get my point across on this one.) Do you want more leads and calls from your existing website traffic? Then ensure that you […]
Quick… make a list of the top five issues that are negatively impacting your dealership’s profitability that also have little to do with sales team turnover. If you’re like many of the dealers I’ve spoken with over the last year, your list probably contains items like these: Mediocre Online Reputation/CSI Higher Discounting/Lower Grosses Flattening […]
The buyer we’re most familiar with is often called the “Traditional” Up. I put “Traditional” in quotes because today’s Up is anything but traditional. As we see in the data, today’s Up (unlike the Up from just a few years ago) absolutely knows what they and they have a really good idea what they’re […]
Besides the “must haves” of online chat and instant retargeting parasites (which we’ve already discussed in detail) and the “should have” pop-ups, there are a few others that I highly recommend you add to your website sooner rather than later; as delaying their installation is just costing you sales. Trade Appraisal Applications Getting the […]
Be prepared to be shocked, but not everyone wants to buy their next car online. Not even close. While there are certainly consumers who will fully buy new and used vehicles online today, they likely represent no more than five to seven percent of total buyers. This means they’re still an important group to […]
For those who’ve heard me speak on the subject, you know that most website parasites are a good thing. In fact, for some of you with locked-down OEM-approved websites, you also know that if not for a few parasites, you’d likely get very few leads. (We originally discussed parasites when we introduced good pop-ups […]
(This is the first article in a multi-post series.) Throughout this series we’re going to explore how top dealers are successfully selling cars today: the way their customers want to buy. In the process, they’re creating great buying experiences that lead to higher grosses and real market share growth. Moreover, they’re leveraging these great […]
For car dealers interested in connecting with potential buyers, Facebook Messenger has a clear advantage over every other form of communication: When a prospect connects with you or asks you a question via Messenger, you can immediately gather all of the public information they’ve included in their Facebook profile. For all Facebook users, this […]
To ensure we’re all on the same page, let me be clear when it comes to buyers and transparency. First, there are two basic types of transparency that buyers want; price and transactional. And, second, providing both of these today is no longer an option. Of course, the good news is that providing price […]