Top Reasons Car Shoppers Leave Auto Dealerships Without Buying

Recent Study by CAR-Research XRM

CAR-Research XRM recent­ly released find­ings from its study of the top rea­sons car buy­ers real­ly leave the auto deal­er­ship with­out buy­ing.

The study used a sam­pling pulled from Jan­u­ary 2012 through Decem­ber 2012 of 167,503 Inter­views with cus­tomers from over 150 auto deal­er­ships across the US, con­duct­ed by CAR Research XRM’s Cer­ti­fied Research Call Cen­ter.

In response to the ques­tion “Why did you leave the Deal­er­ship?” the gener­ic answer “Still Shop­ping” ranked at 25% as the high­est sin­gle rea­son. How­ev­er, a full 48% of cus­tomers sur­veyed gave fur­ther details that they left because of a spe­cif­ic rea­son that they were still shop­ping; includ­ing Price, Finan­cial, Inven­to­ry, and Style.

The sur­vey found the top rea­sons car shop­pers left with­out buy­ing to be as fol­lows:

  • Still Shop­ping 25%
  • Price 15%
  • Finan­cial    13%
  • Inven­to­ry 10%
  • Style 10%
  • Pay­ments 5%
  • Oth­er 5%
  • Sales Staff Issues 4%
  • Trade 4%
  • Deci­sion Mak­er Absent 3%

These results are tak­en from a sam­pling of 167,503 Inter­views from over 150 auto deal­ers pulled from Jan­u­ary 2012 through Decem­ber 2012.

Oth­er key find­ings from the sur­vey include:

  • Items that ranked from 2–5 (Price, Finan­cial and Inven­to­ry) account­ed for 38 per­cent of the rea­sons cit­ed by cus­tomers for leav­ing a deal­er­ship with­out pur­chas­ing a vehi­cle.
  • The major­i­ty of these cus­tomers did receive key Road to Sale process steps while at the deal­er­ship, Includ­ing Prod­uct Pre­sen­ta­tion (79%), Demo Dri­ve (62%), Ser­vice Intro­duc­tion and Walk (38%), and Man­ag­er TO Inter­view (52%).

Accord­ing to JD Pow­ers, today’s shop­pers only vis­it 1.4 deal­er­ships before pur­chase, DOWN from 4.5 in 2005. Show­room vis­i­tors come to the first deal­er­ship they vis­it more ready to buy than at any oth­er time in mod­ern car sales his­to­ry: In oth­er words, it’s not about Be-backs any more–it’s about being FIRST! And our own data from over four years shows that the ones that DO leave for oth­er deal­er­ships left because of financ­ing, inven­to­ry, and price. Don’t let them leave for these reasons–it’s time to sharp­en our process­es and our sales skills!” said Patrick Kel­ly, CAR-Research Pres­i­dent and COO.

Vis­it Car-Research XRM for more infor­ma­tion. Read the full arti­cle here.



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