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Finally, after weeks, you find it. It’s right there, available at the click of your mouse. You add it to your cart, make the payment arrangements, and click ‘Buy It Now’. Your split-second of elation is interrupted by a message, telling you your item is unavailable, and you’ll have to choose something else.
That’s what happens daily in dealerships who use ‘bait and switch’ advertising tactics. The car ad tells the consumer an attractively low price, yet only one is available for the sale. The purpose is to switch the customer to a more expensive unit that increases the dealer’s profits.
You don’t need to be told that this is a sales method that is less than transparent, sometimes even downright dishonest. But the same thing goes on at many stores and most people don’t know it.
Website car ads for many dealerships have listings for cars that are long sold and delivered. It’s a problem of staffing more than anything, with no one committed to accurately keeping the online listings current.
Consider online shopping. Have you ever added an item to your Amazon cart, discovered that it’s going to take 5 weeks to deliver or can’t be delivered to your address, and just abandoned the cart to continue searching elsewhere online?
• Have a staff member dedicated to adding and removing car listings. It can’t be weekly – it must be in real time.
• Integrate your DMS with your website, if it’s possible. Your new inventory can have an accurate stock photo shown on the listing.
• Hire a listing company. AutoTrader and other listing companies will come to your store to take photos and accurately list your inventory.
If your online car listings aren’t the same as what’s available on your lot, you’re either intentionally or unintentionally employing the ‘bait and switch’ tactic.
See the original article on Center for Performance Improvement