Understanding how customers think when deciding which vehicle to purchase should be a top priority for any car dealership. Customers are influenced by many different factors when they look for a vehicle and we seek to explore those elements. Warranty, cost of ownership, research, "bells and whistles," and emotions all play a role in the customer's mind, and the dealer must be able to understand an address them all.
Vehicle Service Contracts: Assuring Long-term Reliability
The purchase of a vehicle is generally a really big deal for the average customer. It is often one of the largest purchases they will ever make. When looking for a vehicle, vehicle service contracts play a major role in the decision. These contracts give customers a greater sense of peace knowing that they will be covered for a longer period of time. Buyers are often looking for a longer warranty with more coverage.
Extensive vehicle service contract packages are often the stand-out when it comes to competitive advantage. Customers see the coverage as a commitment to quality, and this goes a long way in establishing trust with potential buyers.
Emotional Connection: The Power of Personal Attachment
People are often driven by emotions, and those emotions are a major influence at car dealerships. Customers can develop brand loyalty or even model loyalty based upon many emotional factors including past experience, family experiences, or even public perception of a certain brand. Dealerships can create an emotional connection with thoughtful and effective marketing, brand reputation, and keeping customers satisfied consistently.
Ownership Costs: Assessing the Total Package
Vehicle customers understand that they are making a big purchase, so it is important that they budget both effectively and correctly. Being transparent about the total cost of ownership for a vehicle is important. These costs should include insurance, taxes, registration fees, and certainly maintenance costs. The dealership can and should offer reliable information on these estimated ownership costs and promote the selling points of efficiency and affordability on the models that lend themselves to that conversation.
Research-Oriented: Power of Online Information
We are well into the information age, and customers are aware of how to find information they want and need readily online. Before they ever arrive at the dealership, it is safe to say that they have gathered information about different makes, models, options, and pricing. They have read reviews and are armed with plenty of factual information.
Car dealerships must include a solid online presence that shows their full inventory, prices, financing options available, and of course positive customer reviews and testimonials. Online access shows customers that you are credible, and willing to provide lots of information without the pressure of "the sale." This means that more people coming to the lot will be motivated buyers.
Technology Features: Embracing the Future
Customers are often looking for vehicles that have all the new "bells and whistles" in terms of technology. Integrated navigation systems, advanced safety options, infotainment systems, and smartphone compatibility are all highly attractive. Car dealerships should not only include vehicle inventory with these features, but it is important to understand them promote them to customers.
Sometimes technology features require a little education for the customer. The buyer will expect to be shown how these features work and make their lives better. Understanding the available technology and promoting it can often make a big difference with the potential customer.
When it comes to connecting with your customers in a meaningful way that sets you apart from your competitors, contact Vanguard Dealer Services to help meet your needs.
