Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Today’s automotive consumers are more educated than ever, and that plays an enormous role in how they interact with your dealership.
Shoppers expect even more from your team, and it’s important everyone is prepared to interact with the newest consumer generations—savvy, connected individuals with access to endless information that helps them research and make buying decisions before they ever visit your showroom.
Reaching Your Consumers
Today, consumers are setting the pace for businesses in general, and this rings true for dealerships across the country. To reach the largest audience and ensure your message resonates with as many potential buyers as possible, it’s important to understand how consumers are educating themselves in the marketplace:
The way your dealership works with educated and informed consumers is key in determining how shoppers will react. It can be the deciding factor when it comes to turning shoppers into customers. AutoTrader.com’s Vice President of Research and Market Intelligence, Isabelle Helms, says, “Since the majority of millennials are decided on which vehicle they want to purchase by the time they get to the dealership, the opportunity for dealers and OEMs to influence their purchase decisions is online—where millennials spend the majority of their shopping time.” By shifting a portion of your focus to online consumers and interacting with them where they’re doing a majority of their research, your dealership has the opportunity to begin building relationships earlier in the buyer journey, allowing you to impact crucial shopper decisions earlier in the research phase. Being present during this stage is as important as addressing the needs of your customers once they’re on the showroom floor.
Work Smarter Not Harder
Your dealership can do several things to appeal to today’s shoppers and ensure you’re able to influence them and provide them with exactly what they’re looking for:
When you understand how shoppers are approaching vehicle purchases, your dealership can be prepared to meet them in the marketplace and provide exactly what they’re looking for. As mobile usage, online searches, and social sharing have continued to grow in popularity, consumers have adopted these methods for carrying out much of their shopping research. For successful dealerships, this means shifting perspective to include reaching out to shoppers well before they arrive at your lot—because when you get to know your shoppers early in their buying journeys, you’ll be able to better meet their needs when they arrive in your showroom.