TECHNOLOGY training of sales staff combined with an immediate response to an online inquiry will see dealers almost five times more likely to convert a lead into a sale, says UK vehicle inspections specialist Dekra.

The finding – which led to a list of top 10 tips for dealers – was the result of Dekra’s involvement with dealers and market research conducted with new-car sales customers and prospects.

The list, which Dekra said is based on “insider knowledge”, found that training was the key to creating sales staff who are able to sell to “the new tech-savvy group of car buyers”.

 

Dekra’s strategy director Alex Underwood said that it was clear that dealers “who know their product, respond quickly, succinctly and in a straightforward manner” were more likely to sell a car to this new group.

“Training is key to this because 40 per cent of employees who receive poor training will leave that company within a year,” he said.

“Those dealers that provide thorough training and a fast response will guarantee sales success in the modern car showroom.”

 

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Dekra’s Top 10 tips for franchise dealers to achieve new-car sales success are:

10. 94 per cent of new-car shoppers conduct online research before buying. Customers expect the dealer to be as well informed as they are about the product.

9. 70 per cent of millennials cite technical innovation and infotainment as “must haves” in purchasing a car.

8. Research shows that up to 50 per cent of car sales go to the dealer who responds first (see 1.)

7. Four times as many consumers would prefer to watch a video about a product than to read about it.

6. 32 per cent of buyers post a review now on social media. 67 per cent look at reviews before buying.

5. 75 per cent of millennials would rather communicate with a car dealer digitally than talk to someone. (by 2020 millennials will make up 40 per cent of the new car market)

4. 87 per cent of customers dislike something about car shopping at dealerships. Over 50 per cent of new-car shoppers feel anxious or uncomfortable at dealerships.

3. Over half of consumers would pay a premium to buy from a dealer that offers their preferred experience.

2. Only a third of buyers want to talk to a salesperson about a product.

1. A dealer who responds within one minute of an online enquiry is 390 per cent – that is, almost five times – more likely to convert the lead to sale.

By Neil Dowling