While working on my presentation for Digital Dealer 13, I really wanted to effectively show folks how to get into the minds of our modern day car shoppers. The answer is really quite simple to see, in fact it is right under your nose at the place most car shoppers begin their car buying process – Google!
I spent a lot of time creating some example videos of how people search on Google, and I would like to share my summary video with you.
Without question, the greatest change in the history of the automotive retail industry has been the introduction of the Internet, and how it has changed the car buying process. Before, dealerships held the power of information, and shoppers had to visit the dealership in person to get the info they desired to make a car buying decision. This encouraged most dealerships to adopt selling practices that discouraged sharing any information over the phone, and created one of the most common lines that can still be heard in the dealership today – Just get’em in!