2016 GNYADA Membership Directory

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3. Getting a good trade offer can be like finding the last unicorn.

More waiting, more hand-offs…and less communication between more people can make the trade process frustrating. The study found that on average, this step alone took over half an hour at the dealership. That’s confounding, to be sure – and it doesn’t include the confusion that comes from getting different valuations from different software systems. Tip: Digital Retailing tools on your website should include a realistic trade-in appraisal tool. Connecting the online and in-store trade process reduces confusion, boosts transparency and streamlines the steps.

Compete on Experience & Authenticity, Reduce the Trust Gap The takeaway is pretty simple and very powerful: A lengthy process damages the authenticity of the experience. The Cox Automotive study found that customer satisfaction is

highest within the first 90 minutes at the dealership, but once past those 90 minutes, smiles quickly turn to frowns. Today? The entire traditional experience lasts close to three hours. Changing that requires an online to in-store approach that bridges the work consumers do on your dealer’s website into the showroom. Reducing this time reduces the trust gap between salesperson and buyer, and that creates an experience focused on making the buyer feel as though they are a part of an authentic relationship that puts their needs first.

2016 MEMBERSHIP DIRECTORY

Win the Deal Online Selling cars is a relationship-driven act. And by establishing the parameters of that relationship online first, you will start working deals instead of leads and create what Cox Automotive Vice President and Digital Retailing expert Mike Burgiss calls“Connection Commerce.”That’s the act of putting the relationship between dealer and buyer first, and empowering the deal structuring process to take place online, right on the VDP. It gives consumers the type of experience they want, in the time frame they wish – and at the places they prefer.

Information provided Courtesy of Dealertrack Technologies 516.547.2242; www.dealertrack.com

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