Page 12 - GIADA-May-2018-Final

SALES & MARKETING

There’s No Such Thing as Giving Too

Much Information to Prospective Buyers

If someone can spend three hours researching a coffeemaker, how many
questions do you think they have about buying a vehicle?

By Tim James, COO of Flick Fusion

As an industry, we’re finally getting it. We’re
realizing that when it comes to selling
cars, there’s no such thing as too much
information.

Traditionally, dealers trained salespeople
to withhold information from car shoppers
because they believed that if they gave
that information out, the shopper would
go somewhere else. They believed that if
they could just get that customer in for an
appointment, they could make the sale.

These beliefs just aren’t cutting it with
today’s consumer. Thanks to information
available online, it’s easy to research every
last detail about a vehicle before making a
decision.
I realize this is a complete 180-degree
For example, I have a friend who spent paradigm shift from the way we used to sell Or, if a customer needs to have their
more than three hours researching cars. Dealers are no longer the keeper of the vehicle serviced, how do you let them
coffeemakers before she decided which one information. The customer is, and if you know that your service department is more
she wanted. The Amazon experience is now don’t give it to them, they’re going to find trustworthy than the local independent
considered normal: a plethora of choices, that information somewhere else. repair shop?
transparent pricing, information overload,
and hundreds of customer reviews. You spend a lot of money to bring customers People want information so they can make
to your website. Once you get them there, a decision. Find a way to convey as much
So is it really surprising that when don’t you want the prospective buyer to stay information as possible on your website,
prospective buyers visit your website, they a while? and you will win the customer’s attention
quickly become frustrated? and trust.
To me, many dealer websites look the same.
Many dealer websites offer little They have a few photos of the dealership Think about typical questions that car
information on vehicles other than some and/or dealer, a promotion for their latest shoppers or potential service customers
photos and basic specs listed on the VDPs. offer, a few widgets, photos of new and have, and provide answers to those
Many dealers still don’t list pricing, and they pre-owned inventory, and an “about our questions on your website.
don’t set any expectations for the consumer dealership” section. You can do this via frequently asked
about what the buying experience is going questions (FAQs), but the most efficient
to be like, or how that consumer will feel If you’re a shopper in the market for a way is with video. Videos convey a lot of
after purchasing a new vehicle. vehicle, what’s missing? Well, only about a information in a very short time span.
hundred things.
If you’ve ever wondered whether you’re List the top 10 questions car shoppers
giving away too much information, I have If someone can spend three hours typically ask, or may be afraid to ask. These
news for you: You can’t ever give away too researching a coffeemaker, how many may include:
much information. questions do you think they have about Continued on page 32
buying a vehicle?
10 | GIADA Independent Auto Dealer MAY 2018