Terry Corbell, The Biz Coach
By Terry Corbell
Business Consultant

Sales Lessons for Car Dealers and Other Retailers



Guess who makes most of the decisions for the family in buying cars? Seventy-three percent of moms say they’re the chief decision-maker .

Increasingly, as you might guess, moms visit Internet sites to shop for cars but want face-to-face meetings before buying, according to a 2014 study by C+R Research funded by Cars.com.

Even though Cars.com would seemingly have a conflict of interest, nonetheless the data appears to be accurate based on my experience.

ID-100234444 stockimagesWith consumers trying to cope with information overload – you’ll increase sales with long-term customer loyalty – if you build trust with consumers.

“There’s a lot for moms to consider when purchasing a new family vehicle, because their car is often tasked with hauling not only the entire family or carpool, but also all of the gear that goes along with them,” said Jennifer Newman, Cars.com’s Expert Mom.

Even though 71 percent of surveyed moms say research on the Internet is their preference, 68 percent want to negotiate in-person at the dealership.

Fifty-nine percent of the moms also say want to find a dealer with which they can have a long-term buying relationship.

Some disturbing information:

“More than 60 percent of moms surveyed said they trust the information they find online more than what they’re told from dealers, which means dealers need to go above and beyond to prove their authenticity and value,” said Jack Simmons, Manager of Dealer Training at Cars.com.

More findings:

— 90 percent of moms want the negotiation of the price to be as simple and easy as possible

— 71 percent of moms agree that shopping online for a new or used vehicle makes the process so much easier

— 66 percent of moms trust the information they find online more than information they receive from the auto dealer

— 62 percent of moms feel that most dealerships treat them like a valued customer

— 75 percent feel dealers are pushy and aggressive

From the Coach’s Corner, if you want more revenue, here are editor’s picks for maximum sales:

10 Tips to Optimize Your Web Site for Higher Sales — If you haven’t optimized your Web site for sales, you might want to reconsider. There are more and more indications that online shopping will continue to grow.

14 Steps to Profit from Online Customer Reviews — For competitiveness and profits, businesses can’t afford to ignore the potential of online reviews. They’re a factor in revolutionizing commerce. Reviews are important because they influence prospective customers to buy from you. They’re also beneficial in improving your Internet presence because search-engine crawlers consider them to be relevant.

How Mobile Strategies Are Most Effective with Cross-Channel Marketing — Businesses are increasingly using mobile apps to sell products, but the most successful know how best. They use cross-channel marketing tools.

5 Critical Fundamentals to Build the Best Sales Staff — The crucial question: How can a company develop a top sales crew? Short answer: Start with a premise — if it were so easy then everybody would be doing it. Long answer: Some companies are achieving stellar sales results in complex global situations by adopting best practices.

Checklist – Top 18 Attributes of the Best Salespeople — What’s needed to be effective in sales? Merely having a gregarious personality will no longer cut it in the 21st century. As a manager, if you want to improve your company’s sales performance, become a winning sales organization and review your recruitment techniques in hiring salespeople.

“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”

-Mary Kay Ash

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry. 

Photo courtesy of stockimages at www.freedigitalphotos.net


Seattle business consultant Terry Corbell provides high-performance management services and strategies.