by Grant Gooley
for DrivingSales.com
Advanced Technology is Affecting Shopping Behavior...
As technology advances so does the buying behavior of shoppers across all retail segments, especially automotive. We all know buying a car is the second largest purchase made in our lives, an important one. Customers are on the search for comfort, their favorite color and most of all a good deal. Technology has changed how the in-market shopper finds the information they require to make a smart purchase decision. GM’s and Sales Management today are mindful of the fact they need an engaging website with some Google advertising and a social media strategy. Wait! What about the most important part? SELLING the vehicle! That shopper that spent 11 hours on line before filling out a form on your website, did they come into the store for an appointment? If the dealership is not converting at 25% or higher, from incoming lead to over the curb and burning rubber, we should all be re-eveluating our strategy. Instead of blaming the “type” of lead and chalking up iLead’s as BAD leads, maybe we should look at the big picture? Let’s dig in to what might be a hefty misconception.
