Ask The Expert May 2013

wendi-venableWen­di Ven­able is the Pres­i­dent of Sales for Dri­ve­Buy­Mar­ket­ing and answers this month’s ques­tion.

We are get­ting more smart­phone shop­pers on our deal­er­ship lot, espe­cial­ly in off hours. How can we cre­ate oppor­tu­ni­ties to con­nect with them?

 Trust and cred­i­bil­i­ty is what shop­pers are look­ing for when they muster up the courage to ven­ture out to your deal­er­ship. They have con­duct­ed hours of online research 86% of the time, are loaded with more infor­ma­tion about you and your com­pe­ti­tions inven­to­ry than most of your sales peo­ple are and 69% of the time are vis­it­ing you total­ly unan­nounced.

By the time the shop­per makes it to your store they are the clos­est to buy­ing a car they are going to get but iron­i­cal­ly you could find your­self the fur­thest from earn­ing their busi­ness with a slip of a num­ber or twist of a term. Their on lot expe­ri­ence needs to be an exten­sion of their Inter­net expe­ri­ence, your web pro­mo­tion is the main rea­son they are at your store.

Remem­ber these are tech savvy shop­pers so you need to extend their dig­i­tal shop­ping expe­ri­ence. One way to do that is by deliv­er­ing real time accu­rate vehi­cle infor­ma­tion via their mobile devices while sup­port­ing, encour­ag­ing and respect­ing their choice to not engage your team mem­bers at this stage.

Here is how to con­nect with these smart device shop­pers:

1)      Pro­vide the abil­i­ty to access imme­di­ate vehi­cle infor­ma­tion using vehi­cle spe­cif­ic QRCodes and/or SMS text numbers/codes. Using this mar­ket­ing tech­nol­o­gy you can pro­vide lot shop­pers real time accu­rate vehi­cle infor­ma­tion that aligns with what their hours of Inter­net research – instant cred­i­bil­i­ty.

2)      Encour­age show room­ing going as far as to show shop­pers how to do it! Tell them to let you know if they find a com­pet­i­tive offer else­where so you can have the oppor­tu­ni­ty to match it. Noth­ing builds trust faster than show­ing some­one some­thing new which will help make a good deci­sion or save mon­ey.

3)      Train your sales peo­ple how to approach these shop­pers dur­ing hours. Brief intro­duc­tion and then a brief overview of how to use their mobile device to browse. Also it is crit­i­cal to know what you are going to say when you fol­low up with a lot shop­per who engaged and how to fol­low up with them when they have vis­it­ed and engaged after hours.

Clear com­mu­ni­ca­tion and a com­mit­ment to the expec­ta­tion you set with con­sumers will quick­ly build the cred­i­bil­i­ty and trust they need to make the buy­ing deci­sion.

Wen­di Ven­able is the Pres­i­dent of Sales for Dri­ve­Buy­Mar­ket­ing. but has worked in Sales, Mar­ket­ing and Train­ing for HireRite, Inc. High­erGear and Won­der­lic.  Dri­ve­Buy­Mar­ket­ing is a lot mer­chan­dis­ing solu­tion for deal­ers uti­liz­ing dig­i­tal tech­nol­o­gy and QR codes to engage smart­phone lot shop­pers.  Their web­site is Dri­ve­Buy­Mar­ket­ing and Wen­di can be reached at 847–462-0788