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Tuesday, August 24, 2010

How many hours per day are you selling cars?

I've spent a couple of Sundays on car lots recently. None of the dealers were open while I was there; I was just checking out cars without being hassled by salesmen. To my surprise, there were a lot of people on each lot I visited. Apparently a lot of people prefer to check out cars on their own time, without being confronted by intrusive salespeople. I don't know why this surprised me, because the behavior parallels the internet shopping experience. Buyers use the internet for two primary reasons: anonymity and convenience.

With all these shoppers on the lots when the dealers were closed, it made me wonder...while some of these dealers had websites, what were they doing for the real-world customers who silently examine their inventory on the lot? I wanted to know mileage for cars. I wanted to know what options they had. Sure, this info is typically on a dealer website, but what about the "old school" shoppers who aren't using the internet? The answer is window stickers.

A window sticker always comes from the manufacturer for new cars, but why don't many dealers use them on their used inventory? Higher Turnover offers the ability to print professional, custom window stickers in a matter of seconds for each vehicle. These stickers show buyers many of the vehicle features and benefits that they want to know. Sure, some dealers have the mindset that if someone is a serious buyer they'll come back when the dealer is open, but those dealers forget one thing. Building value for the shoppers makes them want to come back even more, and makes your cars stand out above the competitor's inventory. If you have a car on one lot which has a professional looking sticker, all of the vehicle info, description, etc., don't you think that builds value more than just a car with an FTC Buyer's Guide that has a VIN and no info specific to that car? I say it does, and I guarantee you're losing some customers if you're relying solely on the actual car to sell itself.

If you're interested in learning about how easy it is to print custom window stickers for your inventory, visit the Higher Turnover website.


Anonymous said...

Are you on Twitter? I like your take on blogs, and feel you could get some great publicity through Twitter. I'd like to follow you as well. @JohnnyAutoseed

Anonymous said...

Not only is the money gone from new cars the used car is supposedly overbook with a $3000 smog&safety. Maybe owners and general managers should decide not to be f**king douche bags and quit working people to death while doing nothing but lie and steal from them with the plan being high turnover by design. I have worked at dealerships for 10 years on commission only. My last job at a Toyota dealership had a 40 person staff and in my six years at this dealership they went through about 400 sales people gleefully; ya no bs I had a password for Reynolds and checked.