Customers know all they need to know to buy a cars Sales should foster this knowledge to enhance CS. Salespeople don’t care about data or tech, because it doesn’t empower them, or their customer. People will give you their business, if you give them value beyond price
There is an awful lot of digitally-dazzling marketing-speak swirling around car companies these days. It creates a haziness (can’t-see-the-wood-for-the-trees type of haziness) for time-poor executives who have to focus on understanding what the jargon means, before thinking through the benefits and analyzing the implications of using it, if at all.
All while doing their day job.
So why do marketers confuse new sales and marketing tools and technology with marketing-speak of never-ending complexity?
The reality for dealer staff should be, and is, simple, if they approach all this marketing gumph from their customer’s shoes. Customers don’t give a stuff about UX, CCP or Lead Tracker CRM integration software. They just want a good look at a car their boss, family or friends said was worth looking at. They want to be able to check it out. They want to be able to drive it. They want to be able to buy it, easily, with a deal in place that lets them boast to all that they bought a cracking car at a cracking good price.
And they will, most likely finance it.
With that reality top of mind, lets look at data, digital and tech’ from the salesperson’s perspective.
Salespeople wants to know if the inquiry they get from the website is real, the customer is coming in, a car will be available for test drive, and that they can meet and greet with confidence knowing they aren’t left talking crap about something they can’t demonstrate.
Again, pretty simple, isn’t it?
Perhaps what is needed is a simple bit of tech that meets both sides of this purchasing game? Like an app, on a smartphone, that shows the customer what’s inside and outside the car, what it goes like, what its like to drive (but encourages them to check it out for themselves) and where they can go and do just that. Also, best to be able to book a time with the salesperson that suits, so they and he/she know the car is ready for them.
The salesman benefits from this simple bit of smartphone tech because they know when the customer is coming in, and how warm they are thanks to a simple rating metric based on time spent on the website linked to CRM data. The salesperson also knows what car the customer wants, and can reserve said car for a test drive via a booking function with Reception to ensure its available for them to demonstrate.
This smartphone app uses readily available sources of data to provide an overview of where someone is at within their purchase process, built with simplicity in mind, for both customers and salespeople. Easy!
Oh, here are some supporting statistics that say this is a good idea:
• People visit 4.6 websites when thinking of buying*.
• 58% visit a dealership without informing the dealership that they are coming. (And why would they give their email or mobile number out, without getting anything in return?)
• 76% say they bought the car from the dealership because they were treated well. Hmmm.
• 80% buy after visiting a dealership.
• 66% buy elsewhere because the salesman wasn’t nice.
• 33% buy elsewhere because there was no test drive car available.
• 30% buy elsewhere because the salesperson lacked product knowledge.
• And, the stunner – only 25% bought because of price. (Can you believe that?)
But how to get the customer contact data I hear you shout.
Here is the rub. If a dealership provides the customer with personalised product information (perhaps incorporating video) and pricing in exchange for their mobile or email data, the salesman will know what the customer is looking for and can both prepare the car for test drive and swat-up on it versus the competitive models. And he or she is in with a real chance. 70% of people will provide contact data if given a good reason to do so. I know this to be the case, as it is a metric gained from 10 years experience with lead generation marketing in Automotive.
Lets go further. If the salesperson gets that customer information from the dealer website within an a few minutes, and can package up this personalised response to the customer within an hour, he or she has just given themselves a 40% better chance of closing the deal. Speed of response is crucial. And automating responses to sales inquiry is as old as the hills. At least 10 years old which is a lifetime and then some in the digital age.
Finance has its role to play as well. 74%# of people search finance options and monthly cost, before visiting the dealership. We better bolt on a finance calculator to our customer-specific customised product information. (Which could be an email, video, spec sheet, or best yet a simple link to a website that does all of the above.)
The end result is a salesperson with a brilliant chance to sell a car. More importantly, they will have created a relationship built on good service that will extend beyond this sale, because the customer will go and tell their boss, friends and family what a cracking car they bought, at a cracking price, from a cracking salesperson at a cracking dealership.
Now, where is this simple tech…
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* Nick King, Insight Director, Autotrader.
^ Carwow survey of 11,000 customers, 2015
# PwC 2015 Report.