Longer Test Drives And Showroom Safe Havens Critical To Sales Chances
- September 2, 2019
- Posted by: John Swift
- Category: Automotive Industry
Dealers who allow more time for solo or accompanied test drives have more chance of getting a deal over the line with male buyers. While positive online reviews and providing a quiet haven in the showroom for them to check other prices work better for women.
For both genders though, being confident that they are getting not just a good deal but the best deal is the single most important element in making the difference between them buying or walking.
These are revealed in the latest Consumer Insight Panel survey by online portal, Motors.co.uk. which also said that used car businesses need to work harder to win the customer’s trust.
The good news for all used vehicle retailers is that replacing a car is seen as an exciting, positive event for buyers and so long as dealers get the basics right there is a good chance of a sale. Customers need to believe they are paying a fair price, that the car is the right one for their needs and sales staff need to rein back from being too pushy to close the deal.
Motors.co.uk found that nearly two-thirds (65%) of the 1,000 in-market buyers described themselves as excited by the prospect, compared with 34% who said they felt nervous. 58% said getting a fair deal is their biggest concern, even more than buying an unreliable car (52%), being hassled by sales staff (42%) or buying the wrong car for their needs (33%).
Dermot Kelleher, Motors.co.uk’s head of marketing and business intelligence, said:
“Despite most buyers admitting to being excited about purchasing a new or used car, our research shows just how important it is for sales staff to communicate with them in a clear and transparent manner to allay the concerns they have of getting a fair deal.
More Nervous Buying Used Than New
“The survey also identified similar levels of customers saying they were excited to be buying a new car (69%) to those choosing used (62%). However, nervousness amongst buyers of new cars was just 29%, compared with 36% for used.
“In terms of how dealerships can increase consumer confidence and propensity to buy, the insight panel identified solo and longer test drives as being key influencers for men whilst positive ratings on review sites and quiet/comfortable places within the dealership to check other possible deals online as key factors for women.
“The survey shows how dealers who go the extra mile in terms offering flexibility and a welcoming environment can increase engagement levels and the likelihood of making a sale.”
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