2016 GNYADA Membership Directory

THREE CAR BUYER FRUSTRATIONS, AND HOWDIGITAL RETAILING CAN SOLVE THEM

Chances are you’ve heard it before. They pop up in your CSI results, and it’s a common complaint on social media channels and dealer review sites. You may have even gotten an earful straight from the customer, as they express their frustration and dissatisfaction with the automotive sales process. And those are the folks who actually bought a car, who just spent hours of their time spending thousands of their dollars at your dealership. Think about that for a second. Your team spent three hours turning a willing customer into an angry buyer. It’s eye-opening because selling cars is a relationship business – and it always will be – yet consumers view that relationship as an unpleasant hassle. Why? According to the Cox Automotive “It’s About Time” whitepaper, three of the key reasons are time, negotiations and the trade-in process: According to the 2014 IHS Automotive Buyer Influence Study, 55 percent of new car buyers and 57 percent of used car buyers experienced frustration during the vehicle purchase process, largely due to the amount of time it took to complete the sales process. Tip: Implementing digital retailing tools on your website allows shoppers to jump-start the buying process online. When that online experience is integrated into your in-store process, the experience of buying a car is faster, efficient and more relaxing. 1. Buying a car can be like going to the movies. Twice.

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2. Negotiating a purchase price can be worse than a root canal.

Multiple personnel, missed communication between salespeople, and the constant reworking of the deal make the traditional negotiating process and tactics more cumbersome than needed.Today’s shoppers have done their research online, and want to arrange deal terms in a way that’s more transparent, convenient and efficient.

Tip: Deal communication platforms build consumer trust and accelerate purchase decisions because it empowers a direct, one-to-one online connection with buyers, allowing you to make deals and finalize terms prior to the showroom visit. Allowing shoppers to pencil their own deal right at the Vehicle Details Page (VDP) builds trust and enables your sales consultants to more

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quickly understand what buyers are looking for in terms of pricing and features.