Gone are the days when dealerships slashed car prices to woo would-be buyers. Now enhancing customer experience is the “in-thing” to surging car sales.
Around 54% of consumers prefer to buy from dealerships offering better customer experiences in contrast to those lowering car prices.
Consumer expectations have changed as many now shop for cars online. The buyer is now more empowered than before, forcing car dealerships to change tact.
So, how can a dealership improve car-buying experiences?
1. Sell Experiences, Not Cars
Consumers no longer buy just for the sake of buying. They want to form a deep emotional connection with a product or service.
About 90% of purchase decisions are based on emotions rather than logic. So, rather than just selling cars, appeal more to a customer’s emotion. Valuing how customers feel when buying a car leaves a lifelong lasting impression—increasing sales, improving satisfaction, and boosting customer loyalty. To enhance great customer experiences, ask yourself:
- What popular car features are buyers looking for?
- What car model or brand is the most ideal?
- Who will drive this car?
- What’s the car’s purpose?
Answers to these questions will improve car-buying experiences, eliminating confusion while saving a dealership’s precious time in the long run.
2. Offer At-Home Dealership Services
Offering at-home services is the recipe for improving car-buying experiences.
Once a customer completes car-buying steps online, deliver the car to their home for a quick test drive. The experience could mean a lot to customers.
Besides delivering the car to a customer’s driveway, dealerships can also offer car maintenance and trade-in appraisals as part of at-home services.
Dealerships can also offer enhanced vehicle cleaning. Or “pickup and delivery” services where a dealership team picks up the car for a quick service.
3. Create an Interactive Website
Car buyers no longer want to physically walk into a showroom to view cars for sale. They prefer buying cars from home, opting to visit online car marketplaces.
Car dealerships should shift their operations online as well—by creating an interactive site that helps align a dealership’s service with a customer’s needs.
An interactive website is user- friendly, compelling, and consistent across all devices. Such a website creates efficient, more transparent, and convenient buying experiences.
Dealerships should ensure their websites have accurate pricing and features, those provided in the physical showroom.
4. Optimize the Website
To offer a better customer buying experience—and convert potential customers into lifelong car buyers—a dealership should optimize its website.
Include relevant car information on the website (such as insurance, financing, and warranty information) matching offers at the dealership’s showroom.
Dealerships can also onboard social media experts to help with social selling and create marketing campaigns to capture buyers’ interests online. Doing so engages online audiences and improves car sales.
To boost sales, dealerships should focus on creating better experiences than selling cars. These experiences lead to a higher return on investment (ROI), especially when customers are satisfied with a specific car service.
Also, shifting focus to online marketplaces (if you haven’t already) can improve customer satisfaction and a better selling experience to customers.