DMEautomotive research is showing that 1 in 6 car buyers are passing on the test-drive and almost half are only visiting one dealership (sometimes none) before buying.
Is the way people shop and buy cars changing dramatically again? Will this coming trend be a problem or an opportunity for dealerships?
In DMEautomotive's most recent survey of approximately 2,000 consumers, they found that 16% took no test drive at all and that 33% only drove one car. They also found 68% reporting that they went to just two dealerships or LESS before making a purchase. 40% only went to one dealership.
The other interesting measure from this survey was that of consumer trust of dealer salespeople. 79% of consumers found salespeople untrustworthy. This is a trust rating lower than lawyers, mortgage brokers and insurance salespeople. This is also an huge opportunity for dealerships.
Dr. Mary Sheridan, Manager of Research and Analytics at DMEa pointed out in their press release that, “This avoidance of physical dealerships is in stark contrast with how much online vehicle research is happening: 4 in 5 people now use the Internet for car buying, visiting 10 auto websites in the process. More people are stealthily comparison-shopping dealerships and inventory online, and then swooping in to buy when their minds are already made up. Dealerships can no longer rely on in-store visits and the old ‘be-backs’ to drive sales: they need to have the most powerful online presence wherever dealer/vehicle selection is happening, and work far harder to keep customers close throughout the ownership cycle, using every retention marketing tool possible, like a constant-connection mobile app.”
Below is a list of the Key Findings, but the take away should be this, the way people are shopping for and buying cars is adapting. It is changing with the landscape of technology. Is the dealership? Better yet will the dealership?
In an interview with Car Business Today, Automotive Training Expert and Insider Grant Cardone said, "The idea that a dealer would require a fully armed customer to experience the same process as an uninformed one is costing you money and the customer a positive experience."
Managers and sales people need to train on how to handle, serve and market to the changing consumer or risk an even greater fate than lost revenue and CSI.
Cardone Training Technologies has brought Cardone On Demand to market with the intention of giving dealerships principles and solutions custom tailored to handle today's buyer. Additionally, Cardone On Demand does it in a way that is congruent with how sales people in the information age look for and get information. The average American sales person has never read one book on selling, yet watches 2-3 videos a day on YouTube. Cardone On Demand is a cloud based solutions center for management and sales people to find solutions to today's problems. It will isolate and handle the missed opportunity in the dealership by following a simple 3 tier system designed to add 15 - 30 units in the first month.
For more information on Cardone On Demand or to experience a 3 day complementary trial, please contact David Bradley, Sales & Marketing Manager for Cardone Training Technologies at firstname.lastname@example.org or 310-777-0352