Jumpstart Automotive Media Offers New Insights On The Dealership Experience For Consumers

Consumers Actually Want To Negotiate Price Face-To-Face, Contrary To Dealer Beliefs

Sure, 84% of all consumers begin their car shopping through online research, but the vast majority want to negotiate in person at the dealership. The dealership experience is more important than ever. To better understand how dealers can make this a successful experience, Jumpstart Automotive Media studied the latest shopping trends in conjunction with Ipsos for their latest report: “Today’s Auto Buyer and the Digital Retailing Experience." The study, available by clicking here, addressed the overall dealership experience and what consumers expect in order to transact on a sale and reach even higher satisfaction marks.

Email is an effective way for dealers and consumers to communicate once the buying process commences. Consumers like to ask buying questions in a way that feels less vulnerable, and it’s a good way to inquire about inventory. However, the deeper into the sales process, the more important face-to-face communication becomes. In fact, 76% of consumers believe they get better pricing by negotiating in person as opposed to online. What’s more, the report found that consumers want more in-person communication than dealers might think. This is one example of the disconnect that remains between dealers and consumers.

“It’s important to provide the right experience during research to get the customer interested in walking through the door, but it all comes down to the dealership experience and there are several ways sales staff can increase their chances of a successful transaction,” said Libby Murad-Patel, vice president marketing and strategic insights for Jumpstart. “Understanding how to effectively communicate with the customer, recognizing how to see common ground on what is a ‘fair price’ and treating each customer with respect will always be a winning combination to build more sales potential.”

Overall, the report found that 61% of consumers were satisfied with their dealership experience. Those that were dissatisfied were least happy with the finance department. However, their dissatisfaction may have been more a result of not qualifying for advertised terms than how they were treated by staff. In general, a simple, fast experience (37%) and transparent pricing (33%) are what consumers want most in their experience.

Click here to access the complete report.

Methodology

Jumpstart commissioned Ipsos to conduct a comprehensive study into the consumer and dealer points of view. The study design included qualitative research consisting of a five-day online discussion with 28 U.S. consumers, a four-day online discussion with 28 dealers, and nine 60-minute phone interviews with dealership GMs and owners. Following these results, quantitative research was conducted in the form of online surveys of 263 recent buyers, in-market or intending car shoppers, and 54 dealership employees.

About Jumpstart

Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos, LeftLaneNews.com, CarSoup, CarBuzz, CarStory, VehicleHistory.com and iSeeCars.

JumpstartAuto.com, @JumpstartAuto

Views: 14

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

dE Sponsor

Latest Activity

Eliana Raggio posted an event
Thumbnail

FREE WEBINAR: 12 Sales Gifts that Keep On Giving at https://digitalairstrike.com/12-Ways-to-Sell-More

December 6, 2018 from 12pm to 1pm
You’ve heard of the 12 days of Christmas…well these 12 sure-fire sales strategies will boost your…See More
18 hours ago
Black Book posted a blog post

Black Book Depreciation Report: Segments Settling Into Normal Depreciation For Remainder of 2018

According to Black Book® data, the average price of a used vehicle for model years 2013-2017…See More
18 hours ago
Steve White's blog post was featured
19 hours ago
Brett Sutherlin posted a blog post
19 hours ago
Steve White posted a blog post
21 hours ago
Mike Esposito posted a blog post

Auto/Mate’s User Summit Draws Record Number of Customer Attendees and Sponsors

Albany, N.Y. – November 19, 2018 – Auto/Mate’s annual…See More
22 hours ago
Simon Hopes posted a blog post

The Why and How of Shopping for an Efficient Vehicle

For most Americans, driving is a way of life.…See More
yesterday
Sandy Zannino posted a blog post

$505 MILLION--Do your managers know the basics to keep your PROFITS safe?

Auto Dealer HR: Ain't Nobody Got Time for That!  The EEOC secured $505 Million dollars in 2018 for…See More
Saturday

de sponsor

Get Newsletter

dE Sponsor

© 2018   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service