September 14, 2021
4 min

Effective online car selling

Michał Krzak
Michał Krzak

How to better communicate with your online car buyers, and convert them into paying customers.

In this article you will find tips on how to better communicate with your online car buyers, use the potential of your website to fully serve and then convert them into paying customers.

Car dealers adopt new outlets and online tools to get the attention of their clients. When photos are not good enough, video footage becomes a must-have. But what moves car selling to a new, higher level is a real-time video.

It is super simple. All you need is a phone and an Internet connection. As most smartphones are now equipped with high-class lenses, the video footage you are about to capture could be of cinematic quality. 

Video footage or a real-time show?

Is it enough? For some consumer goods, the recorded video footage might be. To close a deal in the car industry, your customer has to be mentally sold on a vehicle. 

Your presentation skills and test drives are crucial. Some experts believe that those two factors are responsible for as much as 70 to 80 percent of sales. It is huge. But while COVID-19 emerged, the importance of online car presentation became paramount. 

Closing a deal is always a challenge. Unfortunately, salespersons spend too much time on non-selling activities and not enough time on actions that lead to closing. According to the Resourceful Selling report, up to 65% of vendors have to deal with this problem. 

Adding further tools to support car selling might be counter-productive. Especially, if a dealer and the potential buyer have to install new software, use different apps for video calls and apps to schedule test drives.

The simpler, the better. 

Most of the car dealers own a website with cars for sale listed there. The best case scenario: your client after analyzing the offers, rapidly starts a conversation with a car dealer and asks for an in-depth tour. 

Great salespersons kindle the fire. To do so, they need to have a personal touch, and meet with the client. Online, video car touring in real-time is the best possible option to work both on the rational and emotional side of a deal. But you must carry it out efficiently and rapidly. 

Online car selling scenarios.

When you are a car dealer, with a potential client scrolling your website in a search for a perfect car, there are a few scenarios that could happen. 

After finding an interesting car, a client may enter your contact page, find the direct phone number, and try to get more info about a car. You could offer to send more photos "later that day", or make a video tour and post it on the website "after the weekend". 

Then the potential client may assure you that she will make an appointment as soon as she receives the photos. Could you see a dead-end right now? 

Sell online like you sell offline but smarter

Imagine you have a special communication tool installed on your webpage. In one click you or a salesperson can start a video chat with your client.

There is no need to procrastinate car touring or making a test drive appointment. You just grab your phone, go out to the parking lot and start the art of selling. 

This tool is called Closer, and you could test it today. Just install it on your website, connect with your calendar and stop losing leads. 

Will switching to online become permanent?

The global pandemic changed the car industry. According to Alan Haig, an automotive retail consultant and president of Haig Partners, quoted by ABC, in 2020 nearly 30% of US new cars were purchased online, comparing to less than 2% before.

Nevertheless the reason, which in 2020 was COVID-19, is that people tend to buy more goods online. It is faster, cheaper and more convenient. If you can ask Alexa to "buy the same toothpaste you have ordered the last time" which saves you 5 minutes in your local grocery market, then saving hours for meeting with car dealers seems reasonable as well.  

A study by the National Auto Dealers Association and Roadster shows that 76% percent declared the ability to engage their customers more online.

As car selling becomes much leaner, sales costs are dropping down. This is a good start. But it can be not only cheaper to sell a car, but also more effective if you are using the right tool. Closer gives you the ability to "talk and show" in real-time. You can answer your client’s questions and show your client anything he wants to see. Closer can do more. It is like a communicator, that allows you to answer questions in real-time and while your client is offline. If your client leaves the page, he will get notified via email. It is easier to share files, sometimes important one, like the photos of a service book, the draft of the agreement or other important documents.

Would you like to try Closer? Visit our website and get a live demo.

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