Tatnall Insights
The Customer Journey Has Changed.
Have We?
Customers still want dealerships. They just don’t need them in the same way they once did.
An article from James Batchelor at Car Dealer Magazine caught my attention this week.
Research from Cazoo found that 72% of buyers still want to see, test drive and buy a vehicle at a dealership.
Only 8% want to complete the entire process online.
Still Want A Dealership Experience
For me, this confirms something I’ve been seeing first-hand through recent consultancy and Dealership Cover assignments.
Customers still want dealerships.
They simply arrive further down the journey.
The Old Journey
Most of us were trained on a traditional road to the sale:
The problem?
Today’s customer has already completed most of those steps before they arrive.
What Are Customers Really Looking For?
Not information.
They already have that.
They’re looking for:
- Reassurance
- Confidence
- Trust
- Human Interaction
Trust has become the most valuable commodity in automotive retail.
What I’ve Seen On The Showroom Floor
During recent Dealership Cover assignments I’ve spent 15 days on site and sold 14 vehicles.
Days On Site
Vehicles Sold
Not because I’m a better salesperson.
Because I start with a different question:
“How much research have you done before coming in today?”
The answer tells me exactly where the customer is in their journey.
Then I stop selling and start listening.
Stop taking customers back to the beginning.
Meet them where they are.
Dealership Cover
Temporary cover is often viewed as simply filling an empty seat. In reality it can provide a fresh perspective on your customer journey, sales process and conversion opportunities.
Sometimes the biggest opportunities aren’t in generating more enquiries. They’re in improving what happens when customers walk through the door.
Learn More About Dealership Cover