Customers Research Vehicles Online – Sell Them There

Online shopping is ubiquitous. Everyone is now an internet “lead”. Most industries have accommodated buyers by offering a variety of online options. Yet, the auto industry still lags behind. Even with 92% of vehicle buyers researching online before buying, the disconnect continues. Some dealers are embracing online car sales more than others. Clearly Vroom and Carvana lead the pack, but there’s no reason franchise dealerships can’t catch and overtake them. Dealerships that resist change will find connecting with today’s buyers challenging. The reluctance to adapt is causing many dealers to lose conversion opportunities at key automotive micro-moments.

The concept of “change” is not always easy, especially for the automotive industry. Many dealers are set on retaining their techniques and believing they still sell cars just by getting shoppers “through the door.” So, why change? The quick answer is that shoppers no longer want to be “sold” a car. Instead, customers simply want to “buy” a car with a quick, painless and transparent process.

Not long ago, buyers would visit several dealerships with little knowledge about cars. The average dealerships-visited-per-sale by a customer has been shrinking for years. I suspect it will fall well below “1” soon, if not already.

With the change in buyers’ behaviors, a greater emphasis is now on dealer interactions. When customers research online, they will discover details about the dealership. What they find (or do not find) will impact their buying decisions. (i.e., car prices, dealer reviews, and website content.)

As the customer’s knowledge increases, so do their expectations. No longer are car prices nor dealership locations the deciphering factors. Customers buy vehicles from dealerships with the best car buying experience. Period.

Consumers want high-quality content. They want photos and videos that show top-notch professionalism while thoroughly showing the vehicle. Do a quick cars.com search, how are your photos stacking up to the competition? Additionally, consumers are demanding more than just photos. Create and deliver professional vehicle videos. Use videos to showcase important vehicle features and to add customer value.

Refrain from thinking that all buyers must start at the top of the funnel. Embrace the fact that customers can come to you in the middle or at the bottom of the funnel. Be, “in the moment” and always show your human side. Facilitate deals with quick communication cadence and let the customer drive the experience.

Produce valuable and educational information to customers. Use your website to help strengthen customer vehicle knowledge. Be transparent about your dealership, its procedures, and automobiles to build trust.

Exceed customers’ needs; make them feel special. Give them plenty of reasons to have them wanting to come back to your dealership.