We have all heard and used the status-defining phrase “the haves and have nots” but I feel there is a new level emerging – the have nows. They certainly need to be considered a target market.
The have-now group has three common traits:
1) Immediate access to information from a number of sources
2) Disposable income available
3) Constantly shopping because their purchase timetable is not dependent on accruing funds
Their ability to find, cross-check and confirm the best deal for whatever article is being considered is all about now.
Have-now shoppers do not need a parking place at the shopping mall (or your dealership) because they know every store is already parked on their computer. “Googling” to them is as natural as breathing. If your website gives them an answer (pictures and price) you are now in the game. There is no hesitation to email or call and validate your offering or for them to ask without hesitation, “What will you really take?”
While there is no hard evidence to substantiate how many have nows exist, the fact of the matter is they’re growing. They’re not digital tire-kickers but rather the surprise visitor with no scheduled appointment who will make your month which should definitely have your attention.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
