What Can Your Dealership Learn From Car Buyers?

Image of Skip Soucie
Skip Soucie

Buyers often provide valuable insights that can help dealers sell better. Listening to and adjusting your strategy to their feedback could do amazing things for your dealership.

This past month, a member of our Edifice team was in the market for a car, and had a less-than-positive experience trying to find the right vehicle.

It really got me thinking, how can dealerships use customer feedback and reviews to better their dealership and sales processes?

It really is pivotal that dealerships use the feedback their buyers give in order to improve major friction points they have in order to sell better.

Let's look at how your dealership can learn from buyers to improve they way it does business.

Your Buyers Want Convenience, Transparency, & Competitive Prices

You may be thinking "Of course", but really think about it. What efforts can dealerships take that go the extra mile in showing buyers how easy it is to buy from them?

When it comes to convenience, tactics like speeding up the buying process or consistently updating your online inventory can help shorten the time buyers spend making purchases and provide up-to-date inventory options.

To be transparent with buyers, dealerships can show the eligible discounts and incentives available. This way shoppers have access to the options that work best for them while seeing you as a more transparent, premier dealership.

Offering competitive prices is a no-brainer, but it's important to show the buyer how you're competing to get them the best deal in their budget every step of the way. Because, while dealerships are usually always competitive and transparent with their pricing, buyers sometimes feel differently. Offering a price match guarantee is a great way to show that competitive edge buyers are looking for.

Your Buyers Want To Feel Heard

It's important to give your customers opportunities to provide feedback. Sending anonymous surveys is a great staple to include, but another possibility might be having someone interview them before they leave the dealership.

A great opportunity to help buyers feel heard while and gain valuable feedback would be having the salesperson interview them on their experience while F&I work out the financing and paperwork. This can reinforce a solid connection with the buyer and save them time.

You could set it up like a Net Promoter Score (NPS). Do this by asking various questions gauging a buyer's satisfaction with various aspects of their their experience on a scale of 0-10. You'll often find customers like and dislike the same things, so it should be easy to improve on weaknesses and double down on strengths.

Even more, if a buyer has a particularly negative experience, do what you can to fix it because they'll be sure to tell their friends and family about it. Look at every customer as the potential to reach others.

Your Buyers Trust Research & Reviews Most

In today's buyer-centric world, it's important to do what you can to cater to the buyer's habits. That said, it's wise to actively improve your online presence since most buyers do research and read reviews before visiting a dealership.

Here's some great ways to improve your online presence

  • Consistently update your online stock.
  • Offer downloads of catalogues.
  • Post reviews and testimonials on your site and on social media.
  • Run paid ads on Facebook and Google
You want people to know you sell great cars and have a great reputation with customers!
Here's a few examples of great reviews dealerships should look to include on their websites.
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Keep these areas in mind as you seek to delight your customers and ensure they become promoters for your dealership!

Stay on the lookout for upcoming blogs from Edifice Automotive!

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