|Dealers with online listings are going to experience a variety of customer types, just as you would on the showroom floor. How you work with those potential customers and turn issues into offers will vary online and should be approached slightly different than your face-to-face dealings.|
Every inquiry on eBay Motors is a potential buyer and therefore a relationship that needs time and care to cultivate. The goal is to build that question or offer, no matter how insulting or low, into an understanding and ultimately a satisfied buyer.
If the customer is taking the time to ask questions and to bid, regardless of the range or anticipated offer, the customer has an interest in the product and may become a buyer, if not with your product then somewhere else. The challenge is to provide complete information and answer questions in a timely manner to build buyer trust online.
Below are some examples of potential buyers and how a dealer can turn each inquiry and offer into an opportunity and ultimately a new customer acquisition.
How low can you go
Joe Shaw, Internet director for Tom Ahl Auto Group in Lima, Ohio, uses eBay Motors Local Market to sell vehicles. The dealership lists all of its vehicles using Best Offer, which allows buyers and sellers to negotiate a price online, and sometimes he receives extremely low bids. If the price is too low to even barter for that particular vehicle, Shaw sees the offer as a sales opportunity. He typically goes back to that customer and offers other vehicles on his lot that are in that price range.
Let’s make a deal
While your listing is active, keep in mind that bidders are competing against each other for your vehicle. These types of buyers are expecting quick responses to their questions about a vehicle’s price, features and terms to feel more confident in their bids. If these buyers don't receive an immediate response, more than likely they’ll move on to the next listing. The more thoroughly you answer each question the more likely you will be able to turn window shoppers into buyers.
The quiz show
As such, think of your listing as your one and only sales pitch. Customers expect to see strategically-priced, professional-looking offerings in an online listing. One way to alleviate a barrage of questions is to always include as much content and description as possible, and be sure to offer several photos of the vehicle. Buyers who feel they know everything they need to about a vehicle will be more comfortable making a purchase sight-unseen or arranging to come to your dealership for a test drive.
Actively participating in the online sales process helps build a customer’s trust. Make sure you keep your contact information up to date. Answer questions from potential buyers and respond quickly while the listing is active and after the sale when details of the transaction are being arranged.
Entering the abyss
Sending an e-mail to anyone who has bid on your vehicle is simple. Clicking on the "Bid History" link will direct you to the list of all the potential buyers who've bid on your vehicle. You can then contact any of them by simply clicking on their user names.
In addition to verifying buyer interest and intent, customer contact also helps generate leads, add additional sales and can help up-sell products such as service agreements and financing options by encouraging buyers to bid more confidently.
Contact is key
Dealer.com announced the launch of three new capabilities designed to help personalize the digital marketing and car-buying experience.