When prospective car-buyers visit or connect with your store, your team may be focused on the immediate task at hand: assisting them in finding the right vehicle and closing the sale. But that one sale can have a significant impact on long-term loyalty. In our Affinitiv Consumer Survey, we discovered that car buyers are 3x more likely to repurchase from the same dealership when they have a stellar purchase experience.  

Several factors play into a customer’s car-buying experience. That’s why it’s important to know what shoppers value most, so you can position your dealership as more than simply a convenient location to purchase a new vehicle. 

What Creates a Stellar Experience for Car Buyers? 

Knowledgeable, Helpful Sales Associates 

Based on survey responses from car buyers on what they liked most about their vehicle purchase, a knowledgeable sales staff was cited as the best aspect. Most of your potential customers have completed at least a few hours of online car research, and some have even begun the vehicle purchase process online. But when it comes time to contact or visit the dealership, the biggest drivers of positive purchase experiences are your sales associates. 

Staff your store with a great team by making hiring, training, and leading a priority. Set clear, attainable goals, create an inspiring work environment, leave high-pressure sales tactics behind, and provide your salespeople with the support and tools they need to succeed. These might include: 

• Wireless access to customer data and interactions to free your sales team from a desk while building transparent customer relationships 

• Real-time internet lead monitoring to ensure every opportunity is promptly captured and contacted 

• A single, user-friendly display to view all showroom activity, helping manage each customer experience from start to finish 

Streamlined, Speedy Sales Transactions

Over 36% of consumers surveyed found a quick sales transaction to be a positive aspect of the vehicle purchase process—and a slow sale topped the list of negative factors. Many of the main ways you can improve the customer experience involve expediting the sales process. 

Ensure your sales team can make deals happen quickly with the right technology at hand. With tools such as customer license plate and driver’s license scanning, you can accelerate deal processing while accurately capturing necessary data. Your current and prospective customers would likely enjoy if their deal times were cut in half—and you can offer this advantage with professional electronic paperwork. 

High Vehicle Trade-In Value 

For many customers, part of their vehicle purchasing power is tied up in their current vehicle. They may be unaware of the equity available to them, keeping them on the fence about their next vehicle purchase. 

A great way to encourage these customers to choose your store is by offering guaranteed, top-dollar vehicle trade-in values. A trade-in tool that helps you offer the high vehicle values customers want can make a big difference in your deals. Car buyers don’t want guesses, and neither do you—with a live, third-party appraisal desk, you can guarantee the offer at your dealership to build confidence and trust with customers. This not only helps you capture more leads and close more deals but also increases your quality pre-owned selection as well.  

Multiple Available Financing Options 

Car shoppers want options, especially ones that are most optimal for their budgets. By offering financing that’s customized to their needs, you’re much more likely to capture the sale—and their loyalty. Some solutions enable you to view incentives and factory programs based on vehicle selection and customer credit history. And if your sales team can adjust customer payment options with retail, lease, and balloon deals, you can easily guide indecisive customers to the option that works best for them. 

Elevate the Purchase Experience for Long-Term Customer Loyalty 

To meet consumer expectations, grow their trust, and earn their business, there are key differentiators that set a positive car-buying experience apart from the rest. Focusing on these key differentiators not only helps your team close more deals now—it helps you increase loyalty and drive repurchases down the road.  

From sales training to faster processes to trade-in offers to customized financing options, technology solutions tailored specifically for automotive dealerships make all the difference. To find out how Affinitiv XRM and Trade-In Valet can equip your team with advanced CRM capabilities and high-value trade-in offers, contact us today.  

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