Are you ready to take the leap into the world of digital retailing for your dealership, but still feel unsure of what to expect or how to best arm your sales team? It’s actually quite simple and by sticking to a few basic principles, you can prepare your store and staff for higher closing ratios, more profit per car and more F&I product-sales opportunities with Digital Retailing from Autotrader.
SELL AN EXPERIENCE, NOT A PRICE
Outside of buying a home, buying a car is often the biggest purchase a consumer makes. And as you’ve probably experienced yourself, there’s a lot of stress involved with these big-ticket purchases. Digital Retailing from Autotrader helps you build a relationship online that moves the customer to your dealership – right from your Autotrader VDP. Since these aren’t typical internet leads, consider each connection as an opportunity to humanize your dealership and remind shoppers there’s a person on the other side of the screen who cares about their needs.
SET EXPECTATIONS AND BUILD MOMENTUM
Regardless of whether the buyer is in the early search phase or narrowing their choices, Digital Retailing from Autotrader allows you to provide a guided shopping experience all the way from your VDPs to your showroom floor. And to keep the deal moving, your website and sales staff should clearly identify next steps and talk about how shoppers will benefit from the time and effort they’ve put into the online process. Reinforcing the next step in the process – and how fast, easy and secure it is, will keep buyers happy and eager to move forward to the contract close – increasing sales and customer loyalty.
SELF-PENCILING DRIVES OFFERS AND PROVIDES YOU OPTIONS
Ninety percent of customers aren’t price shoppers, they’re payment shoppers. That means most online shoppers don’t necessarily care what the listing price is, as long as it works for their budget. Studies show that shoppers who are asked for information about credit scores, budgets and trade-ins are more honest and accurate online when they see how their information is connected to payment or price. Autotrader’s self-penciling tool helps shoppers see how their financial information connects to payment or price and gives you the ability to build the deal that works for their needs. So even if a potential buyer sends in a discounted offer, look at it as the start of the negotiation, not the deal breaker to walk away from. Instead, discuss options, such as more money down or longer terms to keep payments affordable. That way, you’ll keep the deal moving in a positive direction and give shoppers the experience they want.
Achieve faster, easier and more enjoyable sales with Digital Retailing from Autotrader. Visit b2b.autotrader.com/accelerate and to learn more.