We all know the age-old adage used in the business environment that says the customer is king. If that isn’t enough to settle things straight as to who holds the power and dictates the way of the world, we also have the saying the customer is always right. That’s the first lesson any entrepreneur learns when starting a business venture. It applies to all lines of activity and it’s as true now as ever. That’s because a business is only as good as consumers deem it to be. Their opinion on the products and services a company provides influences its reputation and ultimately determines its success.
But some things have changed though. Entrepreneurs today have to deal with a different breed of customers. They are extremely well-informed, have much higher standards and expect nothing but the best when they decide to invest their time, money and trust in doing business with a company. The automotive industry is very much aware of this shift in consumers’ behavior. For car dealers, this means they have to get into the consumer’s mind, understand their needs and desires and come up with ways to meet their new expectations. It’s a matter of adapting and thriving or being left behind.
It’s not easy to change old ways, but evolution is the key to every successful business. And because consumers and their way of thinking are so hard to decipher, we’re going to shed some light on what they truly want from a car buying experience.
Strong online presence
We live in the age of technology and the internet, so it makes sense that consumers want to have everything at their fingertips. They want fast and easy access to all the information they need when searching the market for a car. The buying process has moved online, at least in the early stages. It means that most car buyers will go on the internet to look for relevant information about vehicles and analyze their options.
Statistically, consumers spend almost 59% of their time doing online research on the cars they want to purchase. If someone were interested in buying a Suzuki Baleno for example, their first stop would be the dealership’s website. Only after extensive online investigations they would step out of the virtual world and step into a dealership to talk face to face with a sales representative. That’s why dealerships should prioritize building great websites and focus on enhancing user experience.
Optimization for mobile devices
Since we opened the conversation about online presence and the importance of having a competitive website, we must also stress out how crucial it is to have the website optimized for mobile devices. Most users are now navigating the internet on smartphones, tablets and other mobile gadgets. Not everyone has the possibility or the willingness to stand in front of the computer to read car reviews or search for local dealerships. In today’s fast-paced society, it’s much more convenient to use devices that you can take with you everywhere. Once again, dealerships must take this trend into consideration and adapt. Customers are also more likely to book an appointment at a dealership and make a purchase if there’s an application they can use. This makes things infinitely easier for consumers and serves as a new point of contact between them and the car dealers.
Professionalism and support
Once customers were used to find all the answers to their car-buying questions at the local dealership. Now they don’t need to make the trip to learn the basics because everything they want to know is just a few clicks or taps away. It doesn’t mean they don’t need to talk to a car dealer anymore. On the contrary, having a face to face conversation with a sales representative is extremely important and remains an essential step in the car purchasing process.
However, the role of the car dealer has changed a bit nowadays. Once they were the primary source of information and their focus was on trying to get the customer to purchase a vehicle. Technically, this is still their goal, but they must act more like consultants and less like salesmen. Consumers are interested in the dealer’s experience and expertise to help them analyze their options and guide them. They’re looking for a professional who will treat them as partners, take into consideration their specific circumstances and work with them so that together they can find the best solution.
Transparency
You’ve probably heard stories about people who thought they were paying a certain amount of money for their new car, only to find out after sealing the deal that the final price was much higher. That’s because they didn’t take the time to understand all the financial aspects of purchasing a vehicle and they didn’t pay attention to that small writing at the bottom of the page. For the uninitiated car shopper, it’s a little confusing to deal with terms they don’t really understand and talk with salesmen that seem to speak a different language. That’s why most consumers are looking for a less complicated and more transparent process, especially when it comes to explaining financial implications.
Fast and smooth process
Everyone is extremely busy these days, car buyers included. No one wants to spend ages looking for a car, even though we’re talking about a very important investment. Ideally, they would walk into a dealership, consult with the dealer quickly and then jump straight into their new car. Unfortunately, this scenario is pretty far from reality. The good news is there are ways to make the process smoother and help both customers and dealers save some precious time. Technology can make it happen. Sales representatives can use smart devices like tablets or iPads where they can store all the information on all the vehicles they have, from car features to limited deals and extra offers that customers can’t find online. They can use them to compare prices and give consumers a clear overall picture of their options, thus making the whole experience much more enjoyable.
