When I first started selling cars over fifteen years ago, sales people were always told of the importance of qualifying your customer. This approach to the sales process still holds true in today’s dealerships however you might be surprised to find out who is doing the majority of the qualifying.
The average consumer is exposed to much more information than ever before. From customer testimonials to dealer blogs to online reviews, customers are expressing their opinions and it’s open for the world to see. Apart from actually driving past a dealership, searching for information on the internet has surpassed all other sources for consumers to use when looking for a dealership.
With the average customer willing to drive over 40 km’s to make a purchase, dealer’s need to be willing to extend their reach beyond their immediate market.