Knowing why your customers are buying a vehicle is the best way to capture their attention, said a new white paper from SalesFuel.
The sales tools, training and intelligence company recently released auto purchase intent data from 16,000 online U.S. consumers age 18 and up to help dealers come up with new ways to target customers.
This year’s data looked at key reasons for buying a vehicle. The top three reasons were wanting a new model, having a problem with a current vehicle and needing an additional vehicle for families.
Only 8.3 per cent of those surveyed said that deals and incentives were too good to pass up as their primary reason for buying a vehicle.
Based on the results, the company suggests dealers focus their marketing tactics on reasons for getting a new model, such as better technology, increased safety features, and new body styles.
SalesFuel said that it’s not enough for dealers to look at the dry metrics — they need to “drill down into the minds of buyers.”
It’s also a good idea to play up your reputation, said the company. Almost 60 per cent of those surveyed said reputation was the most important factor in choosing a dealership.
“But don’t rely strictly on social media to reinforce reputation. It’s very rare that we see any social media clicks in a buyer’s purchase path,” said Steve White, CEO of Clarivoy, a marketing technology firm.
