Autoremarketing posted a story yesterday called “Why Car Shoppers Leave Dealerships without Buying” with some great research conducted by Car Research CRM, which I have seen first-hand over the years in many dealerships, can be a very effective tool.
Pat Kelly is absolutely correct with his statement that, “It is about being first.” The days of being a second or third shot dealer are coming to a close. The number of dealerships that customers will physically shop before their purchase has steadily decreased.
You have to position that you are number one in your media and digital efforts and create top of mind awareness before you stand a chance in either one of these categories.
The survey found the top reasons car shoppers left without buying to
be as follows:
1. Still Shopping: 25 percent
2. Price: 15 percent
3. Financial: 13 percent
4. Inventory: 10 percent
5. Style: 10 percent
6. Payments: 5 percent
7. Other: 5 percent
8. Sales Staff Issues: 4 percent
9. Trade: 4 percent
10. Decision Maker Absent: 3 percent
11. Time Constraints: 2 percent
12. Negative Equity: 1 percent
Full story from Autoremarketing here.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.