Product specialist. Concierge. Genius. These are just a few of the titles that today’s Car Salesman goes by. We could also call them gurus, tutors, or relationship managers.
The Internet has armed car shoppers with all the information they need to make an informed decision about their purchase. Last year, AutoTrader Group reported that the average car shopper spends more than 11 hours online researching cars and only 3½ hours offline, including trips to the dealership. The downside of all this research is that consumers arrive at dealerships with an information overload.
The upside this information overload is that it ensures there will always be a need for specialists that can help car shoppers choose the car, financing, and insurance that suit their needs precisely.
In addition, there’s no substitute for face-to-face meetings when making a purchase of considerable importance. A car is not only a huge investment it’s also something that we expect to keep us (and our passengers, fellow drivers, cyclists, and pedestrians) safe on the road. These factors make buying a car an intensely personal experience that demands trust.
Which is why, at some point near the end of their shopping process, customers want to speak with someone in person. Dealers are making a conscious effort to deliver a seamless customer experience across all channels so that sales specialists have a good idea of their customers’ needs.
Dealerships have found success with live chat, especially when they use it to ensure expert availability outside of business hours. They can now provide customers with the personalized convenience of a complete web-based customer engagement solution.
Once the dealer has implemented the solution into their website, shoppers can simply click to connect with a sales person. Dealership network sites can automatically route calls to car buyers’ local dealers. During these online meetings, experts can invite additional experts (e.g. finance and insurance agents), share content, and enable their customers to complete and sign all necessary paperwork, including a final purchase agreement. Post-sales service can also be made available using the same tool.
Of course, none of this will ever replace the experience of taking prospective purchases out for test drives, which can also easily be arranged at dealer websites offering real-time browser-based video communication.
Before the test drive, however, today’s dealership experts have an excellent opportunity to boost online conversion rates very early in the research stage of the car buying process. This shortens the sales cycle, which, in turn, increases sales volume.
The car salesman as we know him may be dead, but the geniuses that are replacing him are making it a great time to buy a car.
eFace2Face can boost revenues and productivity for your dealership(s) quickly and easily. Meet company CEO Dave Patten face-to-face to learn more.