|By PR Newswire||
|January 27, 2014 05:00 AM EST||
ATLANTA, Jan. 27, 2014 /PRNewswire/ -- In 2014, the industry should put a greater focus on the experience consumers are having in dealerships, according to AutoTrader.com®. Combining insights gained through years of consumer research, as well as working with a third-party firm to understand what fuels the best performing dealerships' success, AutoTrader.com identified the "Dealership Experience," and particularly "Customer Handling," as one of the leading factors that determines where consumers make their purchases.
"We work diligently to partner with our dealer customers and be true consultants, helping them to not only attract more shoppers, but to also turn those shoppers into buyers," said Kevin Filan, vice president of customer marketing and industry relations at AutoTrader.com. "In order to fulfill this promise, we felt it was important to highlight a key theme that has come up across our wide body of research: as shoppers move between online research and interacting with dealerships, it is those interactions—or the way customers are handled—that can make or break the sale. Because of this, we believe that now is the time for the industry to come together to enhance consumers' dealership experience."
Central to superior customer handling is meeting shoppers where they are in the shopping process and allowing them to shop the way they want to. Car buyers indicate that they will walk away from a deal when the experience is not meeting their expectations. In fact, AutoTrader.com research has shown that one of the top reasons new and used car buyers are dissatisfied with the dealership experience is a pushy and/or dishonest sales person.
Additionally, that research shows that a majority of shoppers would not buy from a dealership they found to be untrustworthy, even if that dealership had the best price or the exact car they were looking for. In that study, 70 percent of respondents said they would walk away from a dealership that offered the best price on a vehicle if they found the dealership to be untrustworthy, and 74 percent indicated that they would walk away from a dealership that had the exact car they wanted if they found the dealership to be untrustworthy.
Lynn V., an avid online car shopper, drove this point home in a recent conversation with AutoTrader.com where she said, "I went online and narrowed it down to two different dealerships. One was very good about communicating with me via email, was explicit in putting out an offer – very detailed. [They] included a price in the offer and invited me to the dealership. The other dealership, which actually had my first choice of color…wouldn't give me specifics in email."
She continued to try and work with the dealership that had the exact vehicle she wanted, but they would not communicate with her effectively the way she wanted, and her in-store experience led to her decide against doing business with that dealership: "I will never go to that dealer again, even though they were probably 40 miles closer to my house. I was willing to spend the time and make the drive for a dealership that honored its word and treated its customer right."
Conversely, a good consumer experience can help dealers seal the deal. Of the top 10 reasons why car buyers select the dealership where they ultimately purchased from, six were influenced by positive customer handling: past experience with the dealer (21 percent), dealer's reputation (10 percent), referral from someone else (seven percent), dealer's service department (six percent), always buy from my salesperson (five percent), liked salesperson/treated us well (three percent).
As a result, it's critical to a dealership's success for salespeople to evolve the way they engage potential buyers today by providing a buying experience that is focused on the individual customer's wants and needs.
"Shoppers want to feel good, not just about their purchase, but the dealership from where they are purchasing," Filan continued. "The dealership experience extends beyond the showroom floor, as dealers are creating experiences for consumers each and every time they come into contact with the dealership—whether that's online looking at inventory, chatting, or reading reviews, or in person as they walk the lot. Because of this, dealers should focus on building trust from the first interaction with each consumer and sustaining that trust throughout the consumer's experience."
This information is particularly important, as car buyers are only visiting one to three dealerships prior to purchase, according to AutoTrader.com research. Therefore, dealers need to ensure that their "first showroom," their online presence, is creating an enticing and informative experience, as well as focus on the in-person experience.
To help dealers improve their dealership experience, AutoTrader.com offers the following tips:
- Improve soft skills. Train employees on customer handling and in-store processes. Observe and review sales calls as well as in-store interactions and provide coaching to dealership staff.
- Be more consultative. Embrace a more consultative approach to the sales process to alleviate shopper concerns and build trust.
- Be knowledgeable. Ensure that dealership staff is intimately knowledgeable with inventory and product offerings. Despite being informed, many car shoppers still rely heavily on the salesperson for information.
- Ensure pricing consistency. Consider introducing more pricing transparency through consistently pricing vehicles across third-party sites, advertising and the dealership site. It may even be worth embracing a "no haggle" policy. Shoppers indicate that agreeing on a price can be one of the most frustrating parts of buying a car.
- Hire the right sales staff. Recruit and hire sales staff who mirror the profile of your buyers and who have a pulse on how consumers today prefer to shop.
- Think outside the box. Differentiate your dealership with a unique amenity. For example, some car shoppers bring their children to the dealership, so amenities that cater to families can turn a good experience into a great one.
- Reconsider the BDC/Internet Department model. While many dealerships have a finely tuned process that is highly effective, others should consider a "top to bottom" experience where consumers interact with one individual—from the person who answers the phone or greets a customer when they arrive through facilitation of the entire transaction. Car shoppers indicate frustration when they begin working with one dealership associate but then are handed off to another associate only to start the process over again.
Created in 1997, Atlanta-based AutoTrader.com is the Internet's ultimate automotive marketplace. As a leading resource for car shoppers and sellers, AutoTrader.com aggregates millions of new, used and certified pre-owned cars from thousands of dealers and private sellers and provides expert articles and reviews. AutoTrader.com, which also operates the AutoTraderClassics.com auto marketing brand, is wholly owned by AutoTrader Group. Additionally, AutoTrader Group owns Kelley Blue Book (KBB.com®) as well as companies that provide a full suite of software tools that help dealers and manufacturers manage their inventory and advertising online: vAuto®, HomeNet Automotive®, VinSolutions®, AIS Rebates™, Genius Labs® and Haystak™. AutoTrader Group is a subsidiary of Cox Enterprises. For more information, please visit http://press.autotrader.com.
 Source: 2013 Polk Automotive Buyer Influence Study
 Source: AutoTrader.com 2012 Dealership Experience Study
SYS-CON Events announced today that Secure Infrastructure & Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Secure Infrastructure & Services (SIAS) is a managed services provider of cloud computing solutions for the IBM Power Systems market. The company...
May. 3, 2015 03:00 PM EDT Reads: 938
Enterprise IoT is an exciting and chaotic space with a lot of potential to transform how the enterprise resources are managed. In his session at @ThingsExpo, Hari Srinivasan, Sr Product Manager at Cisco, will describe the challenges in enabling mass adoption of IoT, and share perspectives and insights on architectures/standards/protocols that are necessary to build a healthy ecosystem and lay the foundation to for a wide variety of exciting IoT use cases in the years to come.
May. 3, 2015 03:00 PM EDT Reads: 1,124
SYS-CON Events announced today that CenturyLink, Inc., a leader in the network services market, has been named “Platinum Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. CenturyLink is the third largest telecommunications company in the United States and is recognized as a leader in the network services market by technology industry analyst firms. The company is a global leader in cloud infrastructure and ...
May. 3, 2015 02:30 PM EDT Reads: 1,039
Docker is becoming very popular--we are seeing every major private and public cloud vendor racing to adopt it. It promises portability and interoperability, and is quickly becoming the currency of the Cloud. In his session at DevOps Summit, Bart Copeland, CEO of ActiveState, discussed why Docker is so important to the future of the cloud, but will also take a step back and show that Docker is actually only one piece of the puzzle. Copeland will outline the bigger picture of where Docker fits a...
May. 3, 2015 02:15 PM EDT Reads: 5,124
SYS-CON Events announced today the DevOps Foundation Certification Course, being held June ?, 2015, in conjunction with DevOps Summit and 16th Cloud Expo at the Javits Center in New York City, NY. This sixteen (16) hour course provides an introduction to DevOps – the cultural and professional movement that stresses communication, collaboration, integration and automation in order to improve the flow of work between software developers and IT operations professionals. Improved workflows will res...
May. 3, 2015 12:30 PM EDT Reads: 3,197
As cloud gives an opportunity to businesses to buy services externally – how is cloud impacting your customers? In his General Session at 15th Cloud Expo, Fabio Gori, Director of Worldwide Cloud Marketing at Cisco, provided answers to big questions: Do you see hybrid cloud as where the world is going? What benefits does it bring? And how does Cisco connect all of these clouds? He also discussed Intercloud and Cisco’s investment on it.
May. 3, 2015 12:00 PM EDT Reads: 4,976
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM
May. 3, 2015 12:00 PM EDT Reads: 4,341
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch ...
May. 3, 2015 12:00 PM EDT Reads: 3,685
A new definition of Big Data & the practical applications of the defined components & associated technical architecture models This presentation introduces a new definition of Big Data, along with the practical applications of the defined components and associated technical architecture models. In his session at Big Data Expo, Tony Shan will start with looking into the concept of Big Data and tracing back the first definition by Doug Laney, and then he will dive deep into the description of 3V...
May. 3, 2015 12:00 PM EDT Reads: 931
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY., and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides private all-in-one social intranets allowing workers to securely collaborate from anywhere in the world and from any device. Social, mobile, and eas...
May. 3, 2015 11:00 AM EDT Reads: 4,264
There is no doubt that Big Data is here and getting bigger every day. Building a Big Data infrastructure today is no easy task. There are an enormous number of choices for database engines and technologies. To make things even more challenging, requirements are getting more sophisticated, and the standard paradigm of supporting historical analytics queries is often just one facet of what is needed. As Big Data growth continues, organizations are demanding real-time access to data, allowing immed...
May. 3, 2015 11:00 AM EDT Reads: 5,555
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on T...
May. 3, 2015 11:00 AM EDT Reads: 2,781
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
May. 3, 2015 10:45 AM EDT Reads: 4,180
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
May. 3, 2015 10:30 AM EDT Reads: 5,195
There are 182 billion emails sent every day, generating a lot of data about how recipients and ISPs respond. Many marketers take a more-is-better approach to stats, preferring to have the ability to slice and dice their email lists based numerous arbitrary stats. However, fundamentally what really matters is whether or not sending an email to a particular recipient will generate value. Data Scientists can design high-level insights such as engagement prediction models and content clusters that a...
May. 3, 2015 10:15 AM EDT Reads: 4,261