Enhancing the Buying Experience by Focusing on Customer Needs

Do you remember your teacher saying “There are no dumb questions” as a way to encourage you to ask and learn?

I clearly remember my kindergarten teacher telling us this, and to some extent I agree but experience has taught me that there are right and wrong questions to ask, especially when making a sale.

 Let me give you an example. You've spent weeks researching cars online and finally set your sights on a specific model. Excited, you head to the dealership, only to be greeted by a salesman who asks, “What kind of car are you looking for?” A typical opener, but harmless enough. He shows you the car, offers a test drive, and asks if you like it. So far, so good.

Then, you ask if the listed price is correct. To which he answers, “No, there are dealer fee’s on top of that price, why?  What is your budget?”

This is the point where the situation changes. When a salesperson asks for a customer's budget, it can make the customer feel pressured or unfairly judged, indicating that the priority is on selling a price rather than finding a car that truly fits their requirements. Thus, what initially seemed like a positive experience with a skilled salesperson selling the car effectively, now raises a red flag, suggesting, "I'm focused on selling you a price, not a car that suits your needs.

If we are striving to create better connections with our customers, should we really start off by questioning their ability to purchase a car that speaks to them? I don’t think so, this begs the question, why do many car salesmen still start off by asking; what is your budget?

No customer will feel at ease with this question, they may expect it, but they won’t be at ease. Many customers approach a car dealership on edge anticipating an uncomfortable situation. When you ask about their budget or how they will pay for a car, you may as well say; based on your answer, my treatment of you will be different. This is unacceptable; every customer should be treated with the same respect. 

Car sales have evolved significantly, and today's customers have higher expectations than ever before. The traditional stereotype of the slick, dishonest car salesman is outdated. In the age of information, customers are more informed and cautious.

To thrive in car sales you need to focus on building trust and relationships with customers. Honesty and transparency are key. Customers value respect above all else, and being straightforward and truthful will go a long way in earning their trust.

Instead of just selling a price, focus on selling the value of the product. Highlight its features and benefits, and demonstrate how it meets the customer's needs. By prioritizing the customer's experience over the sale itself, you not only increase the likelihood of making a sale but also of gaining loyal customers who will recommend you to others.

While all customers desire respect, each generation, including Baby Boomers, Generation X, and Millennials, has influenced the retail landscape differently. Among them, Millennials are emerging as a significant force, yet to reach their full purchasing potential.

To capitalize on this demographic shift, dealerships need to understand how and why Millennials make their purchasing decisions. Numerous studies outline Millennials' buying behaviors, emphasizing their preference for transparency and trust in the companies they patronize. According to the article "Millennial Mind" in Fixed Ops Magazine, Millennials value loyalty and place great trust in others' experiences. Therefore, transparency, trustworthiness, and positive experiences are crucial factors for Millennials when choosing where to buy.

Dealerships can achieve transparency through their online presence, particularly their website. Rather than merely showcasing cars and promotions, a dealership's website should serve as a platform for engaging with customers and providing comprehensive information about the dealership, its offerings, and its commitment to a seamless buying process. This transparency builds trust and encourages customers to consider doing business with the dealership.

Furthermore, by ensuring transparency and a positive online experience, dealerships can cultivate a customer base that is more likely to share their positive experiences with others. Word-of-mouth referrals from satisfied customers can significantly boost dealership traffic and sales.

In summary, understanding Millennials' preferences for transparency and trust is key for dealerships looking to capitalize on this demographic. By prioritizing these values in their online presence and overall customer experience, dealerships can attract and retain Millennial customers, driving long-term success.

Millennials' Buying Habits: A Key to Dealership Success

While all customers desire respect, each generation, including Baby Boomers, Generation X, and Millennials, has influenced the retail landscape differently. Among them, Millennials are emerging as a significant force, yet to reach their full purchasing potential.

To capitalize on this demographic shift, dealerships need to understand how and why Millennials make their purchasing decisions. Numerous studies outline Millennials' buying behaviors, emphasizing their preference for transparency and trust in the companies they patronize. According to the article "Millennial Mind" in Fixed Ops Magazine, Millennials value loyalty and place great trust in others' experiences. Therefore, transparency, trustworthiness, and positive experiences are crucial factors for Millennials when choosing where to buy.

Dealerships can achieve transparency through their online presence, particularly their website. Rather than merely showcasing cars and promotions, a dealership's website should serve as a platform for engaging with customers and providing comprehensive information about the dealership, its offerings, and its commitment to a seamless buying process. This transparency builds trust and encourages customers to consider doing business with the dealership.

Furthermore, by ensuring transparency and a positive online experience, dealerships can cultivate a customer base that is more likely to share their positive experiences with others. Word-of-mouth referrals from satisfied customers can significantly boost dealership traffic and sales.

In summary, understanding Millennials' preferences for transparency and trust is key for dealerships looking to capitalize on this demographic. By prioritizing these values in their online presence and overall customer experience, dealerships can attract and retain Millennial customers, driving long-term success.

Navigating social media can be challenging with ever-changing algorithms, making it difficult to get noticed. However, facing this challenge head-on and exploring new platforms is essential.

1. Brand Yourself: Treat yourself as a brand and use your posts and pictures to showcase your identity.

2. Stay Visible: Post consistently to ensure you stay on people's radar and remain relevant.

3. Track Your Contacts: Keep a record, whether digital or physical, of where people contact you from different social media platforms.

4. Engage Locally: Build a community by interacting with others in your area. Follow blogs related to your content and engage with them regularly.

5. Be Consistent: Consistency is key to engaging with your customers. Set a schedule for posting and stick to it. Whether it's YouTube, Instagram, or another platform, maintain a consistent presence and don't give up.