Before we get into the new customer expectations we need to look at how we got to this point. In the past or as some people like to say, back in the day, the dealership was the only place the consumer could come to get the information on a car. The dealership was the only place the consumer could come and get their financing. The dealership was the go to place when the consumer wanted any answers on their automotive questions. What changed? Why have we seen a decrease of consumers visiting our dealership? You may think that you or your salespeople are not calling enough people or catching every up that comes on the lot. While this could be the reason for a small portion of the loss incremental sales it is not the main reason. The main reason why there is a lack of traffic on the lot is because the consumers need for us changed.
The consumer has access to technology and many sites that provide them with all the answers they need right at their fingertips. The new consumer expectations are as follows:
- Trust
- Flexibility
- Respect
- Convenience
- Experience
You must ask yourself, how can my dealership and I convey, communicate and connect with these new expectations? You and your dealership can convey trust to the consumer by being transparent with them. You can convey that you are flexible by providing choices to them with your selection of inventory. You can convey that you respect the consumer by being easy to work with. You can convey they you are convenient by providing a fast buying experience. Lastly you can convey your experience by providing a fun and memorable environment for each and everyone of your customers.
In todays market, branding is critical in helping your dealership meet the expectations and create the ultimate competitive advantage. When you brand your dealership and yourself, you start showing the consumer that you can be trusted and that you respect them. Which will give you and your dealership the opportunity to show the consumer that you listen to them and will provide great counsel with a lot of choices. Leading to showing the consumer that your dealership makes purchasing easy, convenient, and fast. Ending with your dealership providing a great experience that will making purchasing a car fun.
