Digital Dealer - June 2019 - 46
S A L E S & VA RIABL E OPS: Cu sto m e r Exper i ence
By Mike Cavanaugh
Executive Vice President,
MAX Digital
Maximize Your
Profit With
Omni-Channel
Retailing
Gone are the days
when dealerships were
at the center of the transaction. Today, the process
begins online and customers
don't even have to set foot
into a dealership to buy a
car. The new "front line" is
online.
Omni-channel retailing in
automotive meets the customer where they are, from
online to in-store.
Here are five actions you
can take to maximize your
profits in today's omni-channel world:
1) BE EASY TO FIND
ONLINE.
It may come as no surprise that 95% of vehicle
buyers search online for
information,(1) spending an
average of 14.5 hours online
before purchasing(2). The
majority of those searches are happening on a
mobile device(3). Focusing
on mobile and your online
inventory is key. While the
dealership is important,
you need to "make the car
the star" - the customer
is searching hundreds of
different vehicles and yours
needs to stand out.
Ask yourself these key
questions:
Are all my vehicles
online? If they aren't online,
they aren't for sale.
Do my vehicles have
real professional quality
photos? Quality photos make
a huge difference. Stock photos, no photos, or low-quality
photos will turn customers
away.
Do my vehicles have full,
factual descriptions? If you
are missing packages and
options, you are very unlikely
to get a customer looking for
those features to click on a
vehicle or reach out. This is
especially important for luxury
vehicles.
Do my vehicles have accurate prices? And make sure
it matches the price when
they come into the store.
When evaluating your
vehicle descriptions, think like
the customer. The common
questions customers are
looking for include:
Is this car right for me?
Am I buying a lemon?
Is this a fair price?
Why is this car better
than others I've seen?
Why should I buy from
this dealer?
Make sure your listings
answer those core customer
questions at a glance.
Not only do your vehicles
need to be easy to find and
answer all the core customer
questions, they also need to
be easy to share. Customers
want to easily share vehicle
listings with their significant
other, a friend, or themselves
via text or email. No logins or
shopping carts required.
2) MAKE IT EASIER TO
GO FAR FROM HOME.
The reality is 99 out of 100
buyers expect the car shopping process to be a hassle(4).
Considering 56% of consumers would buy more often if it
Continued on pg. 48
46
JUNE 2019
D I G I TA L D E A L E R . C O M
http://www.DIGITALDEALER.COM
Digital Dealer - June 2019
Table of Contents for the Digital Edition of Digital Dealer - June 2019
Digital Dealer - June 2019
Contents
The Four Levels of Accountability
Supplier Consolidation= Higher Prices= More Profit Challenges
Beware of the Terms of Your OEM’s Approval of a Franchise Relocation Request
Service Opportunities Increase With Trucks, SUVs, and Crossovers
Is It Time for a Dealership Check-Up?
Should Employees Understand the Company Financial Statement Scoreboard?
What Artificial Intelligence Can (and Can’t) Do for Your Dealership
Bring Them to Your Website!
Social Selling: 10 Actions to Get Traction
Tracking Data to Outpace the Competition
10 Core Beliefs of Highly Influential Sales Leaders
90% of Dealership CRMs Are Broken, Set Up Wrong, & Not Used Consistently
Maximize Your Profit With Omni-Channel Retailing
Digital Dealer - June 2019 - Digital Dealer - June 2019
Digital Dealer - June 2019 - Cover2
Digital Dealer - June 2019 - 1
Digital Dealer - June 2019 - Contents
Digital Dealer - June 2019 - 3
Digital Dealer - June 2019 - The Four Levels of Accountability
Digital Dealer - June 2019 - 5
Digital Dealer - June 2019 - 6
Digital Dealer - June 2019 - 7
Digital Dealer - June 2019 - Supplier Consolidation= Higher Prices= More Profit Challenges
Digital Dealer - June 2019 - 9
Digital Dealer - June 2019 - Beware of the Terms of Your OEM’s Approval of a Franchise Relocation Request
Digital Dealer - June 2019 - 11
Digital Dealer - June 2019 - Service Opportunities Increase With Trucks, SUVs, and Crossovers
Digital Dealer - June 2019 - 13
Digital Dealer - June 2019 - Is It Time for a Dealership Check-Up?
Digital Dealer - June 2019 - 15
Digital Dealer - June 2019 - 16
Digital Dealer - June 2019 - 17
Digital Dealer - June 2019 - Should Employees Understand the Company Financial Statement Scoreboard?
Digital Dealer - June 2019 - 19
Digital Dealer - June 2019 - 20
Digital Dealer - June 2019 - 21
Digital Dealer - June 2019 - 22
Digital Dealer - June 2019 - 23
Digital Dealer - June 2019 - 24
Digital Dealer - June 2019 - What Artificial Intelligence Can (and Can’t) Do for Your Dealership
Digital Dealer - June 2019 - Bring Them to Your Website!
Digital Dealer - June 2019 - 27
Digital Dealer - June 2019 - Social Selling: 10 Actions to Get Traction
Digital Dealer - June 2019 - 29
Digital Dealer - June 2019 - 30
Digital Dealer - June 2019 - Tracking Data to Outpace the Competition
Digital Dealer - June 2019 - 32
Digital Dealer - June 2019 - 33
Digital Dealer - June 2019 - 34
Digital Dealer - June 2019 - 35
Digital Dealer - June 2019 - 36
Digital Dealer - June 2019 - 37
Digital Dealer - June 2019 - 38
Digital Dealer - June 2019 - 39
Digital Dealer - June 2019 - 10 Core Beliefs of Highly Influential Sales Leaders
Digital Dealer - June 2019 - 41
Digital Dealer - June 2019 - 90% of Dealership CRMs Are Broken, Set Up Wrong, & Not Used Consistently
Digital Dealer - June 2019 - 43
Digital Dealer - June 2019 - 44
Digital Dealer - June 2019 - 45
Digital Dealer - June 2019 - Maximize Your Profit With Omni-Channel Retailing
Digital Dealer - June 2019 - 47
Digital Dealer - June 2019 - 48
Digital Dealer - June 2019 - Cover3
Digital Dealer - June 2019 - Cover4
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