If you’ve always wondered what customers are thinking but don’t have any definitive answers, read on. A recent Edmunds “Car Shopping Trends” report detailed what is going through their minds before and during the purchase process. The survey polled 500 in-market car shoppers across the United States and here are some of the most important highlights.
What Customers are Thinking
∙ Almost everyone (96%) indicated that they put at least some effort into getting a good price on their cars, but cost isn’t the only major factor leading to a purchase. In fact, 64% say the combination of a good price and finishing the transaction quickly is what will result in their complete satisfaction.
∙ Nearly nine out of every 10 shoppers have completed some degree of online research prior to visiting a dealership facility. The takeaway? You should have a fantastic dealership Website; it needs to look great and also readily feature the answers to questions potential customers typically have about your dealership and its products. This is also another reason to pay attention to your online reviews; you can bet these same people are looking at them!
∙ Based on the survey, the top three reasons people decide to buy a car are: 1. The vehicle itself (76%); 2 (tie). Price/Payment/Financing; and Manufacturer Reputation (both 62%).
∙ On average, a car shopper makes visits to two dealerships and takes two test drives. This makes it of utmost importance that your sales consultants possess the information – and the ability – to articulately explain what separates you and your cars from the other guy.
∙ Almost eight out of every 10 automobile shoppers buy a car within seven days of a test drive – and 34% of them buy a car that same day. What about the 66% who don’t? Staying in touch with them during the next week to 10 days is vital, because there’s a very good chance they’ll purchase a car during that time frame from someone. Why not you?
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