2016 GNYADA Membership Directory

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2016

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Getting a good trade offer can be like finding the last unicorn.

More waiting, more hand-offs…and less communication between more people can make the trade process

frustrating. The study found that on average, this step alone took over half an hour at the dealership. That’s

confounding, to be sure – and it doesn’t include the confusion that comes from getting different valuations

from different software systems.

Tip: Digital Retailing tools on your website should include a realistic trade-in appraisal tool. Connecting the

online and in-store trade process reduces confusion, boosts transparency and streamlines the steps.

Compete on Experience & Authenticity, Reduce the Trust Gap

The takeaway is pretty simple and very powerful: A lengthy process

damages the authenticity of the experience. The Cox

Automotive study found that customer satisfaction is

highest within the first 90 minutes at the dealership,

but once past those 90 minutes, smiles quickly turn

to frowns. Today? The entire traditional experience

lasts close to three hours. Changing that requires an

online to in-store approach that bridges the work

consumers do on your dealer’s website into the

showroom. Reducing this time reduces the trust

gap between salesperson and buyer, and that creates

an experience focused on making the buyer feel as

though they are a part of an authentic relationship

that puts their needs first.

Win the Deal Online

Selling cars is a relationship-driven act. And by establishing the parameters of that relationship online

first, you will start working deals instead of leads and create what Cox Automotive Vice President and

Digital Retailing expert Mike Burgiss calls“Connection Commerce.”That’s the act of putting the relationship

between dealer and buyer first, and empowering the deal structuring process to take place online, right

on the VDP. It gives consumers the type of experience they want, in the time frame they wish – and at the

places they prefer.

Information provided Courtesy of Dealertrack Technologies 516.547.2242;