Automotive sales management expert Mark Tewart discusses why dealerships struggle....
Good stuff Mark!
It helps to target a particular audience. If you want primarily 720 and up credit score buyers that might impact the method/media you use to reach them. If you want to target 580 - 680 you might change the message as well as the media. Anyone targeting pre-owned buyers needs to lean heavily towards digital.
If you want to target Gen Y buyers, who might not be able to finance the hub caps but have been able to buy a gadget over Amazon and think they should be able to buy a car the same way, be prepared for them to negotiate via digital as well rather than face to face. They typically believe that whatever you agree to sell a vehicle for provides you plenty of profit and will use the web to play dealers off against each other more effectively than any other group despite not being the easiest to finance.
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