Are you skipping steps with your Internet customers?
When you’re dealing with the internet consumer (today’s consumer) it’s easy to assume they know exactly what they want. After all they’ve done countless hours of research. They know exactly what they want down the color, trim and options..RIGHT? Yet recent studies show, only 23% of consumers actually purchase the vehicle they first intended to.
When I was on the floor as an internet sales rep I sometimes found myself tippy-toeing around the customer for several reasons:
- I thought for sure the customer knew exactly what they wanted.
- I figured the customer already had pricing from Edmunds or another website.
- I didn’t want to come off as the stereotyped car sales person.
Of course I don’t think anyone reading this would want to be seen as a stereotyped car sales person, yet after all, you are there to sell a car which does at least make you a salesperson…RIGHT?
Now, in trying to be different and better by giving your customers a joyful buying experience, is it possible you’re not being fair to the customer and yourself? When I say “fair”, what I mean is, could you be short-changing your customers by not offering them outstanding customer service and all the options that are available?
I bring this issue up after having the opportunity to visit many dealers in the area and watching their internet and sales process while reflecting back to my days on the floor as an Internet sales representative. I often found myself focusing so much effort trying NOT to be the stereotypical car salesmen that I would catch myself taking TOO MANY SHORTCUTS!
Next time you have an appointment with a customer that you have been working online, take a step back and be able to recognize if you’re taking SHORTCUTS.
Are you giving your customer a million dollar product presentation?
Just because your customer has done hours of research online, this doesn’t mean they don’t deserve the opportunity for you to show them the features and benefits of the vehicle they’re getting ready to spend thousands of dollars on? Who knows, you customer might be on the wrong car.
Are you presenting your customer inventory options to help them save money?
Many times this is done during email or phone communication but it doesn’t hurt to offer again in person. Always offer your customer several ways of saving money, whether it’s a model or trim level down or a certified pre-owned vehicle of the same model (this will help you when it comes time to close).
Are you walking your customer through your service department?
Build value in the dealer and its service department. Be sure your customer is aware of the convenience features of your service department. Whenever possible, introduce every customer to the service manager or service representative.
Are you sure your customer is aware of all the different purchasing options available to them?
Today, many times the price of the vehicle is negotiated over the phone or email. This doesn’t mean your customer does not deserve the opportunity to review other buying options that are available to them. Even if they are a cash buyer, always present purchase and lease payments as options for your customers. You never know, your customer might be interested in leasing even though this had never come up in the past communications.
Of course these are just a few of the major steps that I notice many internet sales representatives taking. When you shortcut the customer you could be shortcutting yourself. They deserve options and providing your customers’ with options will help you with the sale and the close.