Archives For automotive reputation

Lifting Service Revenue With Showroom Demos – Automotive Digital Marketing Professional Community.

Recently passing my hometown fire station, a new billboard caught my attention. “Car Seat Demos” illuminated the dark sky.

My childhood fire station is reaching out to the community to educate drivers about car seats, and dealerships can too!

Winter is an especially critical time for hosting safety demos. Maintenance needs to change as driving conditions and temperatures worsen – and demos give fixed operations staff opportunities to engage with buyers in your area. While these buyers may not need a new car today, if they attend a helpful “how to” session in your showroom, you begin to build brand recognition for upcoming automotive purchases and expand your reach to attract repeat business.

 

In addition to contacting your nearest fire station to run a car seat installation class, here are two other time sensitive ideas to capitalize on during winter months.

 

 

  • The U.S. Department of Transportation recommends that car owners check their tire pressure once per month. Have your service manager instruct on how to gauge tire pressure and make sure gauges are available to purchase from your service counter. You can increase the reach of your demo by filming it and uploading to your store’s YouTube channel and website.

 

  • The nights are getting longer, and according to Weather.com, traffic deaths are three times more likely at night. The site also argues that depth perception and color recognition are impaired in the dark.  Your service team can compile a PowerPoint deck to present regarding night driving tips.

 

During my driver’s education course, my instructor emphasized the importance of functioning taillights and head lights, looking to the fog line of the road when an oncoming car is blasting its high beams, keeping a safe following distance, and signaling with plenty of yardage to spare. Other prudent night driving recommendations can be found via AAA and Department of Motor Vehicles. Consider personalizing your presentation by including local gas stations where drivers can go to seek help if needed.

 

Earlier this year, one of the dealerships that I work with in Ohio placed a link to tips for driving in the fall and at night. My Business Development Coordinator has stated that buyers are viewing and have appreciated the information. Take this idea and make it even more powerful by inviting buyers into your store for a formal demo, and then post the content in your digital channels (e.g. website, social media, e-blasts).

 

As stated in our eBook, Multichannel Marketing: Coordinating Existing Media for Maximum Con…, “Aberdeen’s “July 2012 Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight” research, businesses who engaged in multichannel marketing saw growth in key performance improvements across the board, such as: a 6.8% increase in customer retention, a 5.1% increase in customer lifetime value, and a 4.0% increase in customer satisfaction.”

Not only will running a service demo this season get new buyers into your store, but you’ll show them the value of your desire to educate while boosting your service bottom line. Schedule an event today!

Featured Webinar

Featured Webinar

How can you turn MultiChannel Marketing into car sales? Auburn Volkswagen’s General Manager & Principal Matthew Welch will reveal 5 best practices for incorporating MultiChannel Marketing into your dealership’s strategy.

 

Watch on Demand

 

 

About the Author

Marissa Dogeagle Smith, Cobalt Account Advocate Marissa Dogeagle Smith is an Account Advocate at Cobalt, working primarily with Hyundai and General Motors stores. Marissa and her teammates provide and implement ongoing website optimization strategies that help dealerships distinguish themselves and drive qualified showroom traffic. Marissa is extremely passionate about the value of using website data to formulate and employ powerful strategies. Like many Toyota owners, Marissa learned to drive in a Camry and now owns a Corolla. Marissa holds a Business Administration degree and Marketing Management Certificate from the University of Washington. Feel free to reach out to Marissa directly at msmith@cobalt.com.

TrueCar Sponsors Ten Full Ride AutoCon 2013 Scholarships – The 2013 AutoConnections Conference and Exposition

AutoCon 2013 Announces a Special Program Sponsored by TrueCar to Award Ten “Full Ride Scholarships” for Dealership Managers to Attend AutoCon 2013*

Automotive Media Partners, LLC is proud to announce the creation of a “Full Ride Scholarship*” program sponsored by TrueCar of Santa Monica, California.  TrueCar’s pioneering sponsorship of this program provides the funds to cover the costs of transportation to and from Las Vegas, lodging at the Aria Resort and full AutoCon conference registration. 

One of the most surprising aspects of TrueCar’s sponsorship is that the company has funded ten (10) AutoCon “Full Ride Scholarships*”.  Ten automotive professionals will receive the educational, networking, inspiration and innovation benefits from attending the 2013 AutoConnections Conference and Exposition at no out of pocket expense for travel, meals during the event or conference fees to themselves or their dealerships. 

  

The TrueCar AutoCon Scholarship Program is further evidence of the remarkable transformation that has taken place at TrueCar since the beginning of 2012. After receiving a remarkable level of criticism within the auto industry during the second half of 2011, TrueCar has evolved and revised their automotive purchasing programs for consumers and affiliated corporations to be far more dealer friendly. 

TrueCar’s objectives supported by these changes have included raising dealer profit margins to levels that provide more room for dealers to cover facility costs and the staffing levels needed to properly service new vehicle buyers sent to them by TrueCar.   


TrueCar understands and recognizes the need for ongoing training and thought leadership within the ranks of the retail automotive industry.  Their management team has decided that one of the best ways to demonstrate this commitment to betterment of the industry is to commit the funds necessary to support independent dealer focused educational events such as AutoCon 2013. 

 

TrueCar executives Bernie Brenner and Mike Timmons approached the founders of the Automotive Digital Marketing and dealerElite professional communities, Ralph Paglia, Chris Saraceno and Mike Myers because these online networks have served as “Ground Zero” for some of the industry’s harshest criticism of TrueCar in the recent past.  Surprising for a company as large as TrueCar is, their management team has reviewed the criticism published by members of the ADM and DealerELITE networks and taken corrective actions, changed their business models and worked with State dealer associations to create vehicle purchase programs that make sense for participating dealers. 

How will the TrueCar AutoCon Scholarships be Awarded?

TrueCar has asked that the AutoConnections Conference Management Team take full control and responsibility for ensuring that the 10 Full Ride Scholarships be awarded based on merit and need.  Criteria will include a wide geographic representation by selecting automotive professionals from every region in North America.  Another consideration will be to award scholarships to professionals who represent a diverse range of vehicle brands and positions within the dealerships they serve.  

Written TrueCar Scholarship Application

The application process will be a simple online application that includes all the expected contact information, a description of the applicant’s role in the dealership where they work and space for them to describe in their own words why they should be awarded a TrueCar AutoCon Scholarship to attend the AutoConnections Conference and Exposition in Las Vegas from September 4th to the 6th

Video TrueCar Scholarship Application

If you are better at explaining your reasons why you should be selected for a scholarship in a verbal manner, the AutoCon 2013 TrueCar scholarship committee will also be pleased to accept your proposal in a video format. Simply explain why you should be selected in a YouTube video that is either uploaded or embedded to eitherAutomotiveDigitalMarketing.com or dealerELITE.net . Please be sure to include the link to that video in your scholarship application where you write out your explanation of why YOU should be selected to receive a “Full Ride Scholarship”.

The AutoCon Scholarship Selection Committee is comprised of Ralph Paglia, Chris Saraceno, Mike Myers, Carrie Hemphill and Brian Pasch.  As applicants are being considered they will be contacted by a committee member and interviewed via phone and email.  Final selections will be made by committee vote and the awardees notified by email and phone.

AutoCon 2013 Scholarship Selection Committe

  • Ralph Paglia
  • Chris Saraceno
  • Mike Myers
  • Carrie Hemphill
  • Brian Pasch 

                                                    

Applications for TrueCar AutoCon Scholarships will be accepted starting Monday July 1, 2013 and award selections will begin Monday August 5, 2013.

 

With 10 TrueCar AutoCon Scholarships being awarded, the odds of being selected are probably better than any other similar program in the auto industry… So, do not hesitate to apply and encourage other automotive professionals to do so!  All of us who are stakeholders in the AutoCon event are thrilled with the investment being made by TrueCar to support what we believe is the best event in the auto industry.  The TrueCar sponsorship of AutoCon 2013 and the Full Ride Scholarship Program is appreciated and respected. 

In the past, TrueCar was a company that received an enormous amount of criticism, much of which has been emotionally charged and at times, crossed the boundaries of decency and professional behavior.  Many other companies faced with similar criticism and public ridicule would have released a barrage of legal actions to defend themselves.  TrueCar has consistently taken the high road and responded to their critics with program changes and by sending their senior executives to major auto industry events and meetings. 

 

The TrueCar sponsorship of AutoCon is further proof that this company is led by professionals who want to be valuable contributors to the overall success of the auto industry.

 

On behalf of the AutoCon team and the 10 auto industry professionals who will receive the benefit of these scholarship awards, a sincere thank you to TrueCar is extended.

Apply for a TrueCar AutoCon Scholarship online at http://AutoCon2013.com

    

*PLEASE NOTE: “Full Ride Scholarship” is the brand name for this category of award and is owned by Automotive Media Partners, LLC.  All “Full Ride Scholarships” associated with an AMP promoted event with include a travel stipend that reimburses the scholarship recipient for airfare expense submitted up to a maximum dollar amount. Recipients will also receive lodging for the nights of the conference itself. Any room charges authorized by the scholarship recipient, or incidental expenses are the responsibility of the scholarship recipient. Also included are the conference fees for registering and attending the event, which will usually include scheduled breakfasts and lunches that all event participants receive. It is important for scholarship recipients to understand that ANY expenses outside of airfare to and from the event, hotel lodging and conference registration fees are NOT INCLUDED in our version of a “Full Ride Scholarship”.  Furthermore, we strongly advise all scholarship recipients to travel with a valid major credit card and two forms of government issued ID. Adequate cash should be brought by scholarship recipients to cover meals outside of those scheduled on the conference agenda, local transportation and miscellaneous expenses… After all, you will be in Las Vegas and “Cash-In-Fist” is strongly advised!

   

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Is Your Mobile Website Ready for Enhanced Campaigns? – Automotive Digital Marketing Professional Community

Is Your Mobile Website Ready for Enhanced Campaigns?

Today’s car shopper prefers a mobile-responsive experience. Tomorrow’s search ads demand it…

In an attempt to drag all of its advertisers into the new multiscreen reality, willingly or otherwise, Google recently announced the impending switch to Enhanced Campaigns. Ads in all campaigns will have the potential to run across all devices, so whether your prospective buyer is researching a car on a phone, tablet, or desktop, she may be served the same ad. 

If your site isn’t flexible enough to take users directly to the page they want – regardless of the device they are shopping on – then it’s time to start tweaking your stylesheets. Otherwise, you risk wasting thousands on mobile and tablet users who bounce the moment they’re redirected to your homepage instead of the inventory, lease offers, or service coupons advertised.

What’s changing?

Along with disabling the ability to select which devices you want your campaigns to target, Google Enhanced Campaigns usher in greater flexibility in device preference, ad extensions, geographic targeting, and conversion optimization.

In legacy campaigns, AdWords set device targeting and ad extensions at the campaign level. So, all ads in a particular campaign were set to show on phones, tablets, desktops, or a combination thereof, all with the same sitelinks, phone number, or address extension attached. Enhanced Campaigns let you drill down and select devices and ad extensions in a much more granular manner.

Here’s an example of a new Enhanced Campaign in action:

A dealership is ramping up its Service Enhanced Campaign. During business hours, mobile users are served ads with copy boasting quick wait times, an address with one-click directions, and a click-to-call phone number. Desktop users see coupon-focused copy with a tracking phone number and expanded sitelinks to soft-sell service pages. Once the dealership closes, ads with links to service forms go live in place of the phone numbers.

Another big change arriving with Enhanced Campaigns is geographic bid adjustment. Dealerships can now boost bids in zip codes where they sell the most cars. Before, advertisers chose geographic targets for their ads at the campaign level, and you were forced to create different campaigns for every zone in which you wanted to have separate bids. With Enhanced Campaigns, you can easily adjust bids by location without having to create dozens of separate campaigns.

Here’s an example in action: 

Browsing sales reports, a dealership sees that a significant number of their new vehicle sales are coming from users in select zip codes. Using bid adjustments in Enhanced Campaigns, the auto dealer can quickly and easily increase their bids by 50% for targeted keywords in that zip code, leading to a greater market share in an already receptive area, while decreasing bids in zips known to have a weaker return.

Four things dealers can do right now:

1. Ensure that you have Google Analytics installed on your site, and link your AdWords and Analytics so that you can measure the effectiveness of your ad traffic.

Before you begin upgrading your account, make sure that you know what’s happening with the traffic you’re paying for. If you’re not looking at what’s happening after a user clicks on your ad, then you’re flying half-blind.

Linking accounts is easy – just make sure you’re an administrator on both your AdWords and Analytics accounts, and you’re halfway there. Follow the instructions here to close the loop.

2. Make sure the destination URLs on ads for inventory or other deep links won’t redirect mobile users to the homepage.

If you have a responsive-mobile site – that is, a singular site for all devices that doesn’t redirect mobile users to a mobile.yourdealership.com or yourdealership.com/mobile/ version of your site – then you’re already ahead of the game. 

Otherwise, contact your PPC provider and make sure that they create new Enhanced Campaign mobile ads with destination URLs that go right to the relevant page. Even if they have separate mobile campaigns right now, once they’re upgraded to Enhanced, those ads will show on any device.

3. Adjust bids based on location to make sure you dominate in zip codes you know have high sales numbers.

Take a look at your sales data over the last 12 months and send your PPC provider a list of the zip codes where you know you do well. Start with those locations, and concentrate on building out more sophisticated targeting in the future.  Focus on areas aren’t ranking well Organically.

4. Use upgraded call extensions to get free call tracking on your search ads.

Upgraded call extensions on Enhanced Campaigns no longer charge $1 per call, so take advantage of that free call tracking by adding it to any ads where a phone number will make a difference. You can also set up conversion tracking through AdWords to register any call greater than a specific duration to count as a conversion. That extra data will help guide on where the call extensions are most effective.

You Have A Lot of Work to Do.. – Automotive Digital Marketing Professional Community.

 

You Have A Lot of Work to Do..

Last month, my focus for the article was on “why” today’s automotive professional needs to build a personal brand.  Now that I’ve convinced you that it’s an amazing idea that will help you dominate your marketplace, I’m going to go into more detail on how to develop yourself into the recognizable, reliable name that people can count on.

First thing’s first:  GOALS. What are your goals? What are you looking to accomplish with your brand?  Of course you want to sell a lot of cars – there are a million ways to sell a lot of cars without committing to investing a large chunk of your time and money into a personal brand.  For example, my goal is to be the name in my area (target marketplace) that people think of when they hear words like Hyundai, new car, great customer service, educational, quick and hassle-free, car shopping experience, etc.  They have no choice but to think of me.  I want my brand to be stamped into their brain from an exceptional experience that they personally had with me, or someone they know told them that they had with me.  They could have read about great experiences with me on the internet, or social media platforms.  I want my name – my brand to be everywhere that those key topics are discussed.  You with me so far?

Next.  AUDIENCE.  Figure out who and where your audience is.  This is also called your target market place. (our geeky internet terminology)  Where do the people live that you are selling yourself as a brand to?  What are they looking or shopping for?  Who are these people?  What is their age range?  Are they male or female? All of these answers should be readily available to you with little effort.  This should be pretty self explanatory.  If you know your product and know what you are selling then obviously you know who you are selling to.  We’re in the car business people.. our manufacturers spend ridiculous amounts of money and consult experts in this field figuring out the majority of our target marketplace FOR US.  Tap into these resources.   This one is kind of a no-brainer.  In order to sell your brand to the right kind of people you need to know your brand and yourself.

Which brings me to number three.  KNOW WHO YOU ARE. What makes you unique?  What do you bring to the table (or can you bring) that is going to set you apart from the rest of the sales associates in your area?  Lyndon B. Johnson once said “What convinces is conviction.”  You have to believe in yourself, your goals, and most importantly – your product.  You can’t be the milkman delivering pizzas.  BE REAL.  If you’re not driving what you’re selling, I’m not sure who you’re trying to fool.  Wake up.  If you don’t personally want to own what you’re selling buddy  you’re in the wrong business and you definitely can’t be the expert.  If you can ‘t close yourself on a payment that you supposedly can’t afford, how do you ever expect to convince your customers to do the same thing?  If you truly believed inside of you that your product was the best overall value YOU AND YOUR ENTIRE FAMILY WOULD HAVE ONE IN YOUR GARAGE!  Why are people going to come to you, across town, instead of someone who is right across the street?  You need to know exactly what you are offering.  Sit down and make a list!  What can you consistently deliver over and over again that will set the bar just a little bit higher; however – most importantly- is GENUINE and REAL.

Once you set your goals – know who you are selling to and what you truly are selling – you need to BUILD YOUR PERSONAL VISUAL IDENTITY.  Some of you may refer to this as a logo.  As I mentioned before, logos are not necessarily imperative; however, they are strongly recommended.  What is the first thing that you see in your head when I say “Apple?”  THE LOGO.  If you can successfully and consistently complete the previous steps, then you need a visual aid to add to the value of your consistent and genuine brand name.  Like I said before, KNOW WHO YOU ARE.  What is a symbol of who you are?  It can be simple.  It can be complex.  All that matters is that it represents you and your commitment to being the brand that you have made for yourself.  For example:  Look at my stunningly handsome headshot above.  I wear glasses.  I make them look good.  I have several different shades, shapes, brands, and styles of geeky, thick-framed glasses that are as much a part of me as the service that I offer to my customers.  When anyone sees the logo on my cards, mailers, pens, brochures, websites, stickers, magnets, etc., they always make a comment about how amusingly it reflects who I truly am.  Nobody knows the real you better than you…well, or at least they shouldn’t.  Anyway, the point is:  Spend some time thinking or consulting with others (who know you very well and their opinion is valued) before you decide on a logo – should you decide to embrace this part of your own brand.

Ok, I know this all sounds like  A LOT of work.  Not gonna lie to you – it is.  Keep chasing pavement on that lot if that’s your choice.  If all of this sounds overwhelming, you haven’t seen anything yet.  I’m just getting started!!  We haven’t even touched on how you market this brand that is essentially, basically and most importantly, YOU.

 

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Is Your Job Worth Going To Prison For? – DealerELITE.net

For those that react with “That could never happen to me”, let me attest from personal experience to the fact that over the 30 years I have worked in the car business, I have seen numerous cases where people I worked with have been prosecuted, arrested and served time in prison for actions they took OR SIMPLY ALLOWED TO HAPPEN.  

For example, I worked with a Sales Manager by the name of Dan Mourneau while selling cars in San Diego.  Dan “curbed” a used VW Beetle that he bought from a customer when the dealership would not provide an acceptable ACV… Dan and a salesperson resold the used VW and signed odometer statements that the mileage shown was true and original.  The vehicle had been “rolled back” by the previous owner that traded it in at the dealership.  Dan served 6 months in California State Prison for odometer fraud.  

On another occasion, I saw a Finance Manager create a second contract showing a much higher down payment than the customer had actually paid. This was to allow the customer to get a better loan rate from their credit union… John Downing, the Finance Manager was charged with bank fraud and was put on probation for several years and banned from working in a car dealership.  I could go on and on, but let’s just say that Jim’s article is not an exaggeration, nor is it far fetched… People who do the wrong thing, or let those wrong things happen in dealerships can and will be held accountable.  

Two of the best car guys I ever met, the Daly Brothers (twins) came to work for me in Phoenix in 2005 after one of them was released from prison and both of them were banned from working in any car dealership in California for forging customer signatures on routine documents.  These highly talented automotive professionals made the mistake of doing something that seemed harmless enough, and saved them the time of getting customers back into the dealership to sign ATFI, Demonstrator Statements and other routine documents, but ended up getting them convicted of Forgery, one of them going to prison and both of them basically run out of the highest car sales state in the country.  Yes, it can happen to you if you DO THE WRONG THING!

All Automotive Marketers Are Publishers; Learn How To Do It Well!

If you sell cars, then you need to either become a great story teller, or figure out how to survive by selling at the cheapest price!

If you are going to be a Publisher (story teller), then you should learn how to do it well.

In 1999 I was using “Geocities” to create web pages with instructions and files for downloading that were designed to assist dealers, as well as myself and the consultants I worked with to set up Internet Sales processes and lead management follow-up activities… As part of making my Geocities publishing efforts effective, I would write and publish “Best Practice” examples… Stories about how the tools I was providing were being used in various dealerships to sell more cars.

A few years later, in 2005 I started using various blogging website platforms to create “Microsites” that were used to publish stories and images about vehicle models, customers, people I worked with, how financing and leasing works and anything else I could think of that might be of interest to people I wanted to connect with in my business activities… Which were primarily selling cars and trucks to people.  I never really thought of it at the time, but over that siz year period, I became an avid story teller that published my stuff (content) to the web using a variety of publishing platforms.

 

Now, I would love to say there was a method to my madness, but the truth is that during that development period, from 1999 to 2005 I would use just about ANYTHING I could find that would let me create and publish my stuff… Geocities, Tripod, MySpace, Blogger, WordPress, and anything I could leverage to publish a good story, and hopefully insert some photos while creating links to my eCommerce sites, including inventory, specials pages, etc.

 

For many of us who have been at this for awhile (selling cars using the web) it may be useful to remember and consider that a mere five years ago Twitter was just coming into existence (three months old), while Facebook had only just started accepting non-student member profiles. Neither of these social media upstarts had any type of revenue producing business model.  Heck, Digg was considered the dominant social news service, and the real monster of social media in 2006 was MySpace, which became immensely popular with hundreds of millions of people.

 

Source: Automotive Digital Marketing Professional Community.

J. D. Power and Associates Sales Satisfaction Index (SSI) Study Reveals New Vehicle Purchase Decision Points

Study Shows: Jaguar Continues To Excel At Treating Their Customers Right And Audi Continues To Suck At It!

The manner in which customers are treated by the dealership is more important to overall new-vehicle buyer satisfaction than the actual transaction price, according to the J. D. Power and Associates 2010 U.S. Sales Satisfaction Index (SSI) StudySM released November 18, 2010.

The J. D. Power and Associates SSI study is a comprehensive analysis of the new-vehicle automotive purchase experience. Overall customer satisfaction is measured across four factors:
  • working out the deal (33%)
  • salesperson (25%)
  • delivery process (21%)
  • dealership facility (20%)
J. D. Power’s 2010 SSI study finds that more than one-half (52%) of new-vehicle buyers cite dealer treatment as a reason to purchase their new vehicle from a specific dealer. In comparison, 38 percent of buyers cite vehicle price or the deal offered as the reason for selecting their dealer.

The SSI study reveals one aspect of car buying satisfaction (or lack of) that is of particular interest; once the selling car dealership is selected, the ease of coming to an agreement on the final vehicle price has the single-greatest influence on buyer satisfaction, surpassing the importance of fairness of the actual price paid.

With the exception of selecting a vehicle, negotiating the deal is the aspect of the new-vehicle buying process that takes the longest time (53 minutes, on average).

“The process of working out the deal is the primary indicator of whether new-vehicle buyers have a satisfactory purchase experience,” said Jon Osborn, director of automotive research at J.D. Power and Associates. “While there are some buyers who enjoy the negotiation process, many find it to be the most unpleasant part of purchasing a new vehicle. It is particularly important for retailers to make this process as efficient and collaborative as possible, given its importance to overall satisfaction.”

For a third consecutive year, Jaguar ranks highest among luxury brands in satisfying buyers with the new-vehicle buying experience. Jaguar performs particularly well in the salesperson and working out the deal factors. Cadillac and Mercedes-Benz follow in the luxury brand segment rankings. These two brands also ranked second and third, respectively, in 2009.

Among luxury brands, Lincoln demonstrates the greatest improvement from 2009, moving from sixth rank position to fourth in 2010.


MINI ranks highest among mass market brands, performing particularly well in dealership facility, salesperson and delivery process.

Mercury and GMC, respectively, follow MINI in the mass market segment rankings. The mass market brands demonstrating the greatest improvement from 2009 are Hyundai (moving from 16th rank position to seventh in 2010) and Chrysler (moving from 15th rank position to eighth in 2010).

The study also finds that 60 percent of new-vehicle buyers visit more than one dealership during the shopping process. While many dealers are rejected for not having a vehicle that the buyers wanted to purchase, a significant number of buyers (18%) end showroom visits primarily due to poor customer treatment by the dealer’s salespeople. While some new-vehicle buyers complain about dealer sales staff applying too much sales pressure, “With new-vehicle retail sales remaining soft and manufacturers spending considerable amounts on incentives to get customers into showrooms, the value of prospects coming in to a dealership is extremely high,” said Osborn. “Dealers cannot afford to drive away customers through poor treatment. In addition, most of these rejecters go on to purchase a different brand of vehicle entirely, meaning that both the individual dealer and the automaker lose out.” The Internet continues to play an increasingly important role in the new-vehicle shopping process, with more than three-fourths of new-vehicle buyers (79%) using the Internet during the shopping process.

 

Twenty-four percent (24%) of all new vehicle buyers in 2010 submitted an online request for quote to a dealer, and were, on average, more satisfied with the negotiation process and the price paid. However, perhaps expecting a quicker sales process, these buyers are more likely to express dissatisfaction with the length of the sales process than are buyers who did not submit an online request.

“Dealers need to streamline the new-vehicle buying process for customers who do a lot of research online,” said Osborn. “These buyers tend to be affluent, well-informed and time-sensitive. They generally know the exact vehicle they want and how much they expect to pay for it. Despite often having little familiarity with the dealership they are buying from, they want to get in and out as quickly as possible. Dealers need to balance respect for the customer’s time while still providing what the customer needs.”
The J. D. Power and Associates 2010 U.S. Sales Satisfaction Index (SSI) Study is based on responses from 25,244 new-vehicle buyers who purchased or leased their new vehicle in May 2010. The study was fielded between August and October 2010.