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 Adapting to the All-Online Consumer
What is a Virtual Demo?
Adapting to the All-Online Consumer
Three Steps You Can Take To Adapt To This New Trend
Today's automotive retail marketplace is undergoing one of, if not the, most significant periods of change
since it's inception. No longer is it necessary for a consumer to visit the dealership to purchase a new or
used car. Heck, not only do they not have to visit the dealership, in some instances, they don't even have
to talk to a live person. This completely changes the game and dealerships that adapt and evolve will be the
ones that are most competitive in the coming decades.
The following are three ways in which the all-online consumer is changing the game and how you can adapt and
thrive in this new era.
Adaptation #1: No Test Drive? No Problem.
The highlight of any dealership visit is the test drive. Many consumers want to "kick the tires" and get
behind the wheel. Even if they know exactly what they're looking for, they're still going to do a walk around
and a take it for the customary spin. But when a customer is looking to do the whole deal online, this isn't
an option for them - unless you think digitally.
So what do you do? Through various multimedia technologies, consumers can now get closer than ever to test
driving their dream car in a virtual world. 3D modeling, virtual walk-arounds, streaming video, high-res
photography, and even some video games can make sitting behind a computer screen as close as you can get to
the real thing. And for an increasing number of customers, that's enough.
Adaptation #2: You Can Still Develop An Ongoing Relationship
When a customer comes into the dealership to purchase their vehicle, you have the opportunity to talk to them
face to face about using your service department, using your financing and more. That face time is vital to
starting an ongoing relationship with that customer. But when someone does the whole deal online, it's just
not possible.
So what do you do? For starters, that customer has told you something valuable - they've told you that they
like doing business online. So, roll them into an ongoing communications program that is primarily, if not
entirely, digital. Touch them every few weeks with offers and coupons from your service department. Email
them about accessories or when a new model comes out. It's easy, and when it's digital it can be very cost
effective.
Adaptation #3: The Face Of Your Dealership
When someone buys a vehicle from your dealership, they're buying it as much, if not more, from the particular
salesperson they worked with as from the dealership as a whole. To the customer, the salesperson is the
dealership. But when that customer is an online-only customer, the face of your dealership changes.
So what do you do? Well to an online consumer, your website and your brand become the face of your dealership.
And if your site sufficiently supports your brand - that is, if it's well-integrated into your overall
marketing strategy - then this is a great thing because it gives you maximum control over the customers
impression. There's only so much you can do to control what a salesperson says and does, but you have 100%
control over your website.
These are by no means the only three ways in which the all-online consumer will change the way you do business,
but they'll get you started thinking about how this new breed of consumer will change the way you sell cars.
What is a Virtual Demo?
The team here at Dealer Impact LOVES to do virtual demos of our Digital Marketing Machine and the other
components of our iDeal Marketing System. But how does it work? Here's what you do...
STEP 1: Contact your Dealer Impact representative either by e-mail or phone and schedule a time
for your Virtual Demo.
STEP 2: Your DI Representative will send you an e-mail with a link to the Demo and then they'll
call you.
STEP 3: Sit back and watch your screen as your DI rep walks you through our complete
product offering.
It's that simple.
So what are you waiting for, click here to
learn about what you've been missing.
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Extreme Jeep
"Our dealership has more than doubled in size since we began working with Dealer Impact"
Your Dealer Impact Account Representative would like to talk to you about how Dealer Impact can help
you attract, close and retain more customers than you ever thought possible. Contact Sales at
877-334-9638 or sales@dealerimpact.com
Dealer Impact would like to welcome the following dealerships to the growing list of dealerships that
are attracting, closing and retaining more customers by using the i-Deal Marketing System from Dealer
Impact Systems.
Kernersville Chrysler Dodge
Kernersville, NC
Feeny Chrysler Jeep Dodge
Elgin, IL
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