It’s clear that many car shoppers, especially customers under 55, are interested in buying a new car online, and it’s a smart strategy for your dealership to offer online vehicle purchase options. However, you might be surprised that many of your car sales leads still prefer several aspects of the in-person purchase process.

According to a recent study, 92% of car shoppers state that test-driving the car is an important part of the car purchase process—and in our National Consumer Survey, we uncovered the top reasons why customers still value face-to-face interactions. By making each of these in-person experiences exceptional, you can convert more of your sales leads into closed deals.

Why Customers Buying a New Car Online Still Plan to Visit

Which Aspects of the In-Person Experience Do Customers Value?

While many industries, including the automotive industry, continue to offer customers more digital tools (such as online vehicle purchase options, trade valuation, and more), car shoppers prefer several aspects of the in-person car purchase process. These include:

• Visiting a dealership to physically test-drive a vehicle
• Interacting with dealership staff face-to-face
• Negotiating on the final purchase price of the vehicle
• Negotiating for the best trade-in value for their current vehicle

To turn these sales leads into serious car shoppers—and lifelong customers of your store—it’s crucial to develop a smart strategy for your showroom visitors and demonstrate why your dealership should be their top choice. Customers that view your staff as less than trustworthy and transparent will likely head for your competitors, so be sure to wow them with an exceptional experience and win them with your expertise, streamlined sales process, and multiple finance and trade options.

4 Vehicle Purchase Strategies That Win Customers

1. Put a Human Behind the Process

While online research is an integral part of car shopping today, there’s no replacement for a knowledgeable salesperson who can answer specific questions and guide your customers through the purchase process. Train your staff to be attentive listeners who understand individual needs and preferences—developing car buyer personas can help you attract and engage more customers.

2. Seamlessly Transition from Online to In-Store

Tech-savvy customers appreciate online tools for browsing inventory, valuating trade vehicles, and scheduling appointments. Complement that with a smooth transition to the in-person experience. Allow for easy access to vehicle details and the customer’s online history on mobile devices and ensure a stress-free financing discussion through clear digital presentations.

3. Create a Welcoming, Comfortable Environment

First impressions matter. Design your showroom to be inviting and comfortable, and equip your team to greet each customer promptly. Offer amenities like a beverage station, various seating areas, and a designated space for children to play. This will put customers at ease and allow them to focus more on enjoying the car shopping experience.

4. Prioritize Transparency and Trust

Be upfront about pricing and fees to avoid any surprises that could damage trust. Ensure your salespeople have a strong knowledge of your vehicles to answer questions accurately. Offer clear explanations during the negotiation process and the trade evaluation, and ensure a smooth handover with a thorough vehicle walk-through.

Tailor the Car Purchase Process to Customer Preferences

When customers visit your store to buy a car, are they experiencing a stellar in-store vehicle purchase process? While the option to purchase a vehicle online is important, some in-person interactions with customers are still valuable, and with the right strategies and tools at-hand, you can earn more business.

From monitoring showroom activity in real-time to managing customer interactions with a mobile device and much more, Affinitiv XRM is a comprehensive CRM platform that simplifies vehicle purchase for both your staff and your customers. With the addition of Affinitiv Trade-In Valet, you can also offer customers a compelling trade-in offer that’s guaranteed by your store to help establish better relationships and close more deals. To learn more or schedule a live demo of our proven solutions, contact us today.

#AffinitivInsights