Have you thought about the path your customers take to buy a car before? Because cars are expensive, it takes consumers a long period to decide and buy one. You need to know the steps that consumers take before purchasing a vehicle if you want to market your dealership successfully. The majority of car buyers feel uncomfortable or nervous at dealerships. According to the Beepi Consumer Automotive Index 2016, 87% of Americans dislike shopping at car dealerships, and 61% believe they have been exploited. It’s no wonder that people research extensively before visiting a dealership in person.
We’ll show you today the process consumers go through to buy a car before they visit a dealer. You will be able to market yourself better if you can see the journey through the eyes of the customer.
How consumers research cars and dealerships
The average consumer takes between 5 and 12 weeks to complete their purchase after starting the car research. Car buying is now more digital, online, and mobile than it has ever been. According to Autotrader, these are the online activities that car buyers do the most.
Searching for car prices
Find out what cars are for sale
Comparing different models
Calculating their trade-in values
Locating a dealership
Your dealership website must be responsive. Google recommends all websites have a responsive design, as most searches are made on mobile devices.
Research is also done on a variety of different websites, such as:
Social Media Pages
Review sites or online business directories
Blog posts and articles
Websites for OEM
According to a J.D. Power study, the most popular social media sites for car shoppers are YouTube, DealerRater, and Facebook. According to J.D., Facebook and Instagram are also used by consumers to share a photo of their brand new car. However, social media has a smaller impact on your customers than your dealership’s website.
How to capture your customers online
Your dealership’s website is one of your greatest assets and your most effective marketing tool. Your website should be Search Engine Optimized so that customers find it and rank high on search engines. Your site should also load quickly. The users will leave websites and pages if they take too long. This means your dealership may be overlooked if it takes too long for your website to load.
After doing enough research, a customer will narrow down the few top cars or dealerships they are interested in visiting. The customer’s decision is made, and they are unlikely to change it. It’s important to attract your customers to you before they reach the end of their journey to buy a car.
Can your customers find your dealership online? This is the first contact you should make with your potential customers. You will also want to ensure that your website is searchable. This is called Search Engine Optimization (SEO). You can improve your SEO in many ways, such as local listings, on-site optimization, and paid search. AutoJini is here to help you decide which method works best for your budget and time.
Use social media. Facebook, Instagram, and Twitter are great ways to promote your dealership and vehicles online. Social media can also be a good way to communicate and connect with your customers.
Internet users search for cars and their prices. Do you showcase your inventory online? AutoJini offers a user-friendly inventory management system. This helps you attract more customers. We can import a list from any DMS, third-party website, or DMS and export it to more than 100 data partners.
Give your customers the best in-store experience.
Spending money in a place where you feel respected and appreciated is a great way to seal the deal. It is important to give your customers a friendly, exceptional experience in order to sell your car. People don’t visit car dealers for many reasons, but these are the most common.
You may not have the exact vehicle of your choice
Talking to people can cause anxiety
Encourage previous customers to provide feedback. Use this to gauge the performance of your sales team. You want to give your customers the best service possible.