It's been a great year for car sales, and if you're like most dealers, you want to close out the year strong. What is your Internet marketing department doing to ensure that ready-to-buy customers will choose to visit your dealership?

By now most of us have read or heard the statistic from J.D. Powers and Associates, that customers visit an average of 1.8 dealerships in person before purchasing a vehicle. I believe this one statistic is the most transformative statistic in terms of its impact on Internet marketing and the sales process. Quite simply, it means that you win the customer before they set foot in your showroom.

Ideally you want to accomplish this by outshining your competition along every step of the customer's purchasing journey. You want to have presence where consumers are conducting research on various makes and models; you want to have useful information and conversion tools on your website; you want to give great customer service and prompt communications if they call or e-mail your dealership to gather information; you want to be able to give them accurate pricing and payment information, and you want to have great online reviews when the customer researches dealership reputations.

But at crunch time, giving customers an extra incentive to visit you before the end of the year may be just the thing that gives your dealership the edge. Incentive offers like ShowPro^SM offer a small financial incentive to a customer if they come in and take a test drive.

For customers who are seriously in the market and in the process of narrowing down which dealership to buy from, visit or test drive incentives have been proven to increase the show rate for appointments. Almost every dealership we work with reports closing rates over 50% for Internet appointments that show, so we know: if you get them in, you make the sale.

While most dealerships will see a spike in lead volume the last week of December, they’ve also seen a drop-off in sales from leads over the last 3 months. See that as an opportunity to recapture customers right now. I recommend using incentive cards as a tool to re-engage "dead" leads and target customers who may be interested in key vehicles. Here are two campaigns you can put together right now:

1) Create a list of prospects from the last six months who did not purchase a vehicle. Send them a holiday message with an incentive card of $25-50 to come in and take a test drive.

2) Is your manufacturer offering any incentives for particular models, or do you have any models that are overstocked right now? Some manufacturers are offering bonuses to dealerships that sell a particular number of a certain model. Offering a financial incentive to come in and test drive that particular model is a very cost-effective method for helping your dealership to reach this goal. At an average price of less than $50 per show, and an average close rate on appointment shows of nearly fifty percent, this more than pays for itself.

This time of year many people are grateful for every extra dollar they can get; and $50 is a tank of gas, a dinner out, or an extra gift for a loved one. Incentive marketing works best when the reward is time-sensitive, so end-of-the-year sales offer a great opportunity to draw new customers who might have otherwise chosen a different dealership to visit. 

Here are a few scripts that you can implement immediately while speaking with prospects and while working a deal. Merry Christmas & Happy Holidays! 

Customer on the showroom while working a deal:

Customer: We're going to wait until after the holidays?

Dealer Synergy Partner: I understand. So based off of your experience today, would this be the vehicle you're considering to purchase after the holidays? 

Customer: Yes it is.

Dealer Synergy Partner: And based on the numbers we were able to work out, will this vehicle fit your budget as we discussed?

Customer: Yes it does.

Dealer Synergy Partner: So other than wanting to wait until after the holidays, is there anything else holding you back from making a decision to move forward with the purchase of this vehicle today?

Customer: No, we just want to wait until after the holidays.

Dealer Synergy Partner: I understand. So what would be the difference between if you did it now versus waiting till after the holidays?

Customer: With the holidays we just want to save money and don’t want to spend any additional money.

Dealer Synergy Partner: That makes total sense to me. I’m a lot like you and agree with saving money. So with saving you money and not having you spend any additional money today, it would be safe to say you’d like move forward with the purchase of your new vehicle, correct?

Customer on the phone not wanting to come in:

Dealer Synergy Partner: What will be the best time for you to come in today, the afternoon or evening?

Customer: We're going to wait until after the holidays?

Dealer Synergy Partner: I understand. So in waiting, what would be the difference between if you came in now versus waiting till after the holidays?

Customer: With the holidays we just want to save money and don’t want to spend any additional money right now.

Dealer Synergy Partner: That makes total sense to me. I’m a lot like you and agree with saving money. As a matter of fact, we’re running time sensitive sales right now through the holidays, saving you more money now and before the holidays, then later after the holidays. With that being your main goal, sooner will definitely benefit you more than later, wouldn't you agree?

Customer: Yes

Dealer Synergy Partner: So then would this afternoon or evening work best for you to come in and receive your maximum savings? 

http://www.automotivedigitaltraining.com 856-546-2440

Mastering The Automotive Internet Sales Lead / Phone Sales Process With Sean V. Bradley - Car Sales

http://www.automotivedigitaltraining.com 856-546-2440
http://www.internetbattleplan.com
Sean V. Bradley Will Be Speaking On Video SEO At The Internet Battle Plan In Atlanta

https://attendee.gotowebinar.com/register/4017053992426575874

Please Register for "How To Master The Internet Lead Phone Process & Get More Appointments To Show". Tomorrow, December 10th at 3:00pm Eastern- 

I think at one time Digital Dealer was relevant, just as MySpace was relevant. But that time is over. The Automotive Internet Sales, Business Development, Digital marketing... "Digital Dealer" will be better served at the Internet Battle Plan.

*** I want to make this crystal clear. I am NOT a partner of Jim Ziegler's Internet Battle Plan. I do NOT make ANY money from Internet Battle Plan. I don't even get paid to speak at the Internet Battle Plan. I have been asked by numerous Dealer Principals and GMs about my thoughts of sending their employees, managers and sales consultants to the Digital Dealer Conference. So I decided to shoot this quick video. I DO NOT think Digital Dealer has any relevance anymore. I think it was relevant back in the day but Dealers need to evolve and find education and information that is relevant today. The quality of the Speakers and the instructional design is superior at the Internet Battle Plan. PERIOD

http://www.internetsales20group.com 856-546-2440
Jim Flint, President Of Local Search Group Reviews the Internet Sales 20 Group in Los Angeles, Ca

http://www.internetsales20group.com 856-546-2440
Congratulations Kristen Buckley For Winning The Internet Sales 20 Group's "Best Idea Contest" $1,000 CASH Prize Sponsored By Dealertrack Technologies

http://www.internetsales20group.com 

Canadian Internet & Digital Marketing Director, Ryan Holtz Reviews the Internet Sales 20 Group 

Ryan flew all the way from Canada to attend the most recent Internet Sales 20 group in Los Angeles. He was blown away by the #is20g. He said it was the BEST conference that he has ever attended... EVER!

For every one on this board that didn't get to make it to Internet Sales 20 Group in LA.....Shame on you! Once again, Sean V. and his band of industry phenoms blew it out of the water! Every once in a while I will catch my wife off guard and I'll say, "I can't wait until tomorrow." She always responds, "Why, what's happening tomorrow?" to which I respond, "I get better looking every day!" Then she punches me and moves on. This is kind of like thinking about what these people could possibly do to trump this trump of the last trump! No matter how good it gets, the next one always seems to get better. In this digital world that we live in, information changes dramatically between these events. The speakers at the IS20G are the people who are right in the middle of these changes...whether they are writing about them or making the changes themselves! I don't care how many conferences that you have been to...I guarantee you have never been to one like this. The interaction is a game-changer.

I will say that Sean V. Bradley is the finest moderator in the country, in ANY industry. Whether he agrees with the speaker or not, he will explore EVERY angle of the conversation. He encourages...no, he INSISTS on participation from everyone. Attendees will tell you that they get as much from other dealers as they do from the speakers. First, a presenter will speak to a point, then a dealer will chime in on the effectiveness of the method. Then another attendee will ask THAT dealer specific questions. It's awesome to be a part of these discussions. Then, as if that is not enough, at the end, you get a chance to get together with accountability partners to formulate a plan to execute what you have learned. IS20G was over less than a week ago and I have already had communication with MY accountability partner...and I'm a General Manager!

Now, to my friends who DID attend...

Rubber. Meets. Road.

Ideas are easy, execution is hard. Why don't we lift weights? Because they're frickin' heavy, that's why!

From the book "The Greatest Salesman in the World".  A book, second only to the Bible, in shaping my life.

I will leave you in the capable hands of Og Mandino...

My dreams are worthless, my plans are dust, my goals are impossible.

All are of no value unless they are followed by action.

I will act now. Never has there been a map, however carefully executed to detail and scale, which carried its owner over even one inch of ground. Never has there been a parchment of law, however fair, which prevented one crime. Never has there been a scroll, even such as the one I hold, which earned so much as a penny or produced a single word of acclamation. Action, alone, is the tinder which ignites the map, the parchment, this scroll, my dreams, my plans, my goals, into a living force. Action is the food and drink which will nourish my success.

I will act now. My procrastination which has held me back was born of fear and now I recognize this secret mined from the depths of all courageous hearts. Now I know that to conquer fear I must always act without hesitation and the flutters in my heart will vanish. Now I know that action reduces the lion of terror to an act of equanimity.

I will act now. Henceforth, I will remember the lesson of the firefly who gives of its light only when it is on the wing, only when it is in action. I will become a firefly and even in the day my glow will be seen in spite of the sun. Let others be as butterflies who preen their wings yet depend on the charity of a flower for life. I will be as the firefly and my light will brighten the world.

I will act now. I will not avoid the tasks of today and charge them to tomorrow for I know that tomorrow never comes. Let me act now even though my actions may not bring happiness or success for it is better to act and fail than not to act and flounder. Happiness, in truth, may not be the fruit plucked by my action yet without action all fruit will die on the vine.

I will act now. I will act now. I will act now. I will act now. Henceforth, I will repeat these words again and again, each hour, each day, every day, until the words become as much a habit as my breathing and the actions which follow become as instinctive as the blinking of my eyelids. With these words I can condition my mind to perform every act necessary for my success. With these words I can condition my mind to meet every challenge which the failure avoids.

I will act now. I will repeat these words again and again and again. When I awake I will say them and leap from my cot while the failure sleeps yet another hour.

I will act now. When I enter the market place I will say them and immediately confront my first prospect while the failure ponders yet his possibility of rebuff.

I will act now. When I face a closed door I will say them and knock while the failure waits outside with fear and trepidation.

I will act now. When I face temptation I will say them and immediately act to remove myself from evil.

I will act now. When I am tempted to quit and begin again tomorrow I will say them and immediately act to consummate another sale.

I will act now. Only action determines my value in the market place and to multiply my value I will multiply my actions. I will walk where the failure fears to walk. I will work when the failure seeks rest. I will talk when the failure remains silent. I will call on ten who can buy my goods while the failure makes grand plans to call on one. I will say it is done before the failure says it is too late.

I will act now. For now is all I have. Tomorrow is the day reserved for the labor of the lazy. I am not lazy. Tomorrow is the day when the evil become good. I am not evil. Tomorrow is the day when the weak become strong. I am not weak. Tomorrow is the day when the failure will succeed. I am not a failure.

I will act now. When the lion is hungry he eats. When the eagle has thirst he drinks. Lest they act, both will perish.

I hunger for success. I thirst for happiness and peace of mind. Lest I act I will perish in a life of lure, misery, and sleepless nights. I will command, and I will obey mine own command.

I will act now. Success will not wait. If I delay she will become betrothed to another and lost to me forever. This is the time. This is the place. I am the one.

I will act now.

Who's your Danny?

Your effectiveness in leadership will come from being around your team. You will have plenty of time at your desk to analyze reports, crunch numbers and work in your CRM, however resist the temptation to anchor down there and invest your time to the team.

You be the thermostat in your department and set the temperature every morning through your actions and by what you say. Your words are so important to the success & failure of your department. What you say, how you say it and why you say things will create an atmosphere and culture either positive or negative based on your choice of words. Think about it. Words are what you are reading right now. Words contain power. Words store within them energy to release into the atmosphere in which they are aimed towards. Words can create peace. Words can create wars. Words are powerful! Life and death are truly in the power of the tongue. Speak words that will inspire, encourage, teach, build up, and inject confidence. Let’s look at the power of words for a moment and see what they do to you when you just read and look at them let alone hear them spoken to you from someone. Don’t just read them to get through this, but behold them, think on them one at a time and let them marinate into your being as you do.

What do these words below remind you of? How do they make you feel when you see and experience them? Who do they bring into your mind when you see them?

• Love

• Warmth

• Fun

• Laughing

• Peaceful

• Calm

• Tranquil

• Exciting

• Rich

• Scared

• Angry

• Hate

• Mad

• Sad

• Crying

• Overwhelmed

• Busy

• Stressed

• Depressed

• Lack

• Confused

Now this exercise was based on us only focusing on 1 word at a time. As I did this focusing on just 1 word at a time I experienced within me a wide variety of emotions, thoughts, memories, and feelings that I used to associate with these words listed above. If we can experience this much impact on just a group of single words alone, disconnected from other words creating sentences, then think about the impact these words will have once they are laser focused statements directed towards us with passion, feeling and meaning behind them. Words are powerful so use them wisely. They will create an environment, a culture and a temperature within your organization. Think before you talk, respond and react.

Talk to your team each morning. Create an open door to yourself so they can open up to you and give you access to help train, coach and teach them.

Stay approachable and be consistent. Consistency is so important. You do not want to be a roller coaster department always going up and down. Stay consistent in meetings, ongoing training, and anything else you say & do.

Recognize your team for who they are. They are people who are working together to accomplish individual & corporate goals every day. Whether they are performing well or poorly never minimize them, embarrass them or make fun of them in their abilities, lack of abilities, skillsets, good month, bad month or anything that would seem to lower their self-esteem.  Although this may not be the most popular way to lead this is very effective and will help keep your team happy and wanting to come to work with and for you. Nobody likes to feel lowered in how they feel or are viewed in any sense of the meaning. Treat them with the same courtesy, kindness and respect as you would like to be treated.

Ask Your Team Questions

Your success is directly related to your team’s success. It’s your responsibility to remove any hindrance, roadblock or distraction negatively affecting their results, energy, morale and efforts. Here are just a few questions that you can ask your team to help discover these possibilities:

• Is there anything slowing you down as you perform your duties each day?
• What can I do to help you perform to your highest capacity?
• Do you have everything you need to do your job?
• What are some, if any, challenges you are facing?
• What is the most challenging objection you hear and would like help overcoming?
• What is your strongest rebuttal to overcome Price? Availability? Convenience? Research? Credit? Hate Buying A Car?
• If you were me what could I do differently to make your experience better?
• If you were the customer what could we do better as a company to make their experience better?

http://www.dealersynergy.com 856-546-2440

The Evolution Of The Automotive Sales Industry - Automotive Internet Sales - Car Sales 

It's that time of year, again. We're going to eat a lot of different foods that we rarely eat the rest of the year and we're going to hear a lot of predictions about the future of marketing. The future, of course, is made up of a ton of digital marketing practices. Every year, it gets bigger. Every year, there are more options.

It can actually get pretty confusing.

One of the common themes of the hodgepodge of statistics in the infographic below is that spending will continue its shift away from traditional advertising and more into digital. This trend has been happening for over a decade now and it shows no signs of slowing. The funny part is that what's not mentioned in the graphic is any indication that traditional media such as television is shifting dramatically to include the second screen as a way to interact with content being shown on ads. This is a no-brainer, yet it seems like very few are doing it right.

Another shift is the continued growth of social media throughout the marketing spectrum. Whether through email social sharing buttons, increased spending on various social media advertising platforms, or the good ol' content marketing practices that have been driving us all for the last couple of years, social is clearly the biggest gainer throughout 2013 and will continue to make gains (for both the social sites themselves as well as the advertisers) into 2014.

One final omission from the graphic - an emphasis on video. There's no doubt that video is getting bigger every day. People are spending more time on it. Businesses are spending more money on it. Mastering the art of getting your message to flow and resonate on video advertisements is going to get more and more important. Faster devices. Faster internet connections. It's a recipe for success to those who recognize it.

Here's the graphic itself from the folks at WebDAM.

Fort Lauderdale, FL – November 11th, 2013 — AutoUSA Internet Sales Solutions (www.AutoUSADealers.com) today announced the results of its 2013 annual auto dealer Internet Marketing survey. Financing tools such as online credit applications and trade-in calculators deliver the most valuable website leads, according to respondents. Other significant results from the survey identify pricing and affordability as the most commonly heard sales objection from consumers, while Internet departments' biggest challenges include lead volume and staffing issues.

"We believe the most successful dealerships have effective Internet marketing strategies, and this annual survey helps to identify how well some of those strategies are performing in current market conditions," said Phil DuPree, President of AutoUSA Internet Sales Solutions.

The survey was conducted during September and October and summarizes results from 147 respondents, including Internet sales managers, sales managers, BDC marketing and senior management.

Customer Sales Objections

When asked what the most common sales objection is from customers, the top response was "our price not in line with customer expectations" (28 percent). Other responses were "customer can't get financing" (19 percent), "customer confidence with the economy" (14 percent) and "customer can't afford a new vehicle" (12 percent).

By contrast, in AutoUSA's 2011 Internet marketing survey, not meeting the customers' price expectations was the least-common objection (10 percent). Also in 2011 "didn't have desired model available" was the most common sales objection (25 percent), followed by "can't afford a new vehicle" (14 percent).

"The difference in sales objections compared with two years ago is consistent with what we see in the marketplace; consumers are finding ways to work themselves through the process and further down-funnel," said DuPree. "And while the economy may have improved somewhat, pricing and affordability are still major hurdles for many consumers."

Internet Department Challenges

Survey results indicate that dealership Internet departments are facing a new challenge in 2013. "Not enough leads" (26 percent) is the most cited challenge for Internet departments, which is quite a turnaround from two years ago, when "keeping up with lead volume" (31 percent) was the number one challenge.

According to this year's survey, Internet departments' biggest challenges behind lead volume are related to staffing. Twenty-one percent of respondents cited "not enough staff" as the biggest challenge, while 19 percent stated "quality of staff," and another 18 percent chose "staff does not adhere to processes." Additionally, 18 percent complained their "marketing budget is not large enough to meet objectives," and only 17 percent cited "keeping up with lead volume" as their number one challenge.

"It's interesting that while Internet departments appear to be spending more than ever on search optimization for their websites, they are not getting their desired lead volume compared with two years ago," said DuPree.

Lead Volume and Quality

When asked, "which website conversion tools or add-ons results in the most leads (including phone calls) from your website?" respondents ranked the following: online credit applications (52 percent); chat applications (50 percent); trade-in calculator (37 percent); coupons (20 percent); online service appointment scheduler (19 percent).

Survey participants were also asked to rate the value of leads that they received from their websites. The most valuable are "VIN-specific used vehicle leads" (76% rate as "the best" or "pretty good"); credit application leads (73% rate as "the best" or "pretty good"); new vehicle leads (66% rate as "the best" or "pretty good"); chat leads (51% rate as "the best" or "pretty good"); trade-in leads (45% rate as "the best" or "pretty good") and lastly, general contact info (27% rate as "the best" or "pretty good")

"Inventory leads and leads from financing tools appear to be the most valuable to dealers, which makes sense because once customers start engaging with a website conversion tool they are probably serious shoppers," said DuPree.

Internet Marketing Budgets

In spite of the commonly cited statistic that more than 90 percent of consumers begin their search for a vehicle on the Internet, the survey found that most dealers do not allocate a majority of their budgets to Internet marketing. In response to the question, "What percentage of your overall advertising & marketing budget is spent on Internet marketing?" survey participants shared the following:

Ÿ -50 percent of dealers spend less than 30% of budget on Internet marketing

Ÿ -37 percent spend between 30-60% of budget on Internet marketing

Ÿ -13 percent spend more than 60% of budget on Internet marketing

On the extreme ends of the scale, 10 percent of dealers spend less than 10% of their budget on Internet marketing, while only one percent of dealers spend 90-100% of their budget on Internet marketing.

However, in response to the question "do you plan to increase your Internet marketing budgets in 2014?" 59 percent of respondents responded "yes."

Survey respondents were also asked, "In which areas do you plan to allocate the majority of your Internet marketing budget in 2014?" The responses were:

Ÿ -Website SEO/SEM (54%)

Ÿ -Leads from inventory sites, i.e. Cars.com, Autotrader.com, etc. (51%)

Ÿ -Independent leads from AutoUSA, Dealix, Autobytel (33%)

Ÿ -Social Media (23%)

Ÿ -E-Mail Marketing (22%)

Ÿ -Video production and marketing (17%)

Ÿ -Reputation Management (14%)

Ÿ -Online ads (14%)

Finally, the majority of dealerships are optimistic for a profitable 2014. When asked if they believed they would sell more vehicles in the coming year, 85 percent of respondents claimed "yes, my dealership will sell more vehicles in 2014 than in 2013."

About AutoUSA Internet Sales Solutions

AutoUSA Internet Sales Solutions brings the best-in-class tools to increase Internet sales and lower costs for automotive dealerships. Leading products include Payment Pro^SM, a payment-based pre-qualification tool for dealer websites; ShowPro^SM incentive program, proven to turn more leads into shows; Leads&Listings^SM, providing the highest quality, new and used car email and phone leads from 100+ sites; PowerListings^SM 2.0, helping dealers increase traffic to—and leads from—their social media sites; and AVA Virtual Sales Assistant, helping dealerships manage more leads at a reduced cost. AutoUSA products are currently benefiting thousands of active dealers all across the U.S.

For more information, visit AutoUSA’s web site, subscribe to our blog at http://blog.autousadealers.com, follow us on Twitter @AutoUSALeads and “Like” us on Facebook at /AutoUSADealers

This scene was the inspiration for my blog, "My Lean, Mean, Lead-Handling Machine".  You're spending a lot of time and money on lead providers, SEO, SEM, website goodies, etc........Are Lucy and Ethel handling your leads?  Why go to all of this trouble and expense if you are not serious about training.  This clip is one of the funniest moments in television history.  When you think of those little candy chocolates as $3000-$4000 missed car deals, it's not that funny.

If this reminds you of your Internet Department, then pay close attention to every word you hear at Internet Sales 20 Group.

Who's your Danny?

I am not in the Internet Dept any longer as I have decided to get back on the floor after some bad choices, and bad habits accumulated to a "head" in my own career. I am basically starting over on the floor, because I have seen that here where I live, I MUST depend only on myself when it comes to making money.

Anyway, I still observe the Internet Dept and like to talk shop about it always, so I thought I'd throw something out and get your feedback.

My store has 3 Internet folks who get all leads (and Sales Calls - which I disagree with - maybe I am biased) and set up appointments. They are not super stars by no means but they work hard at it as best they can with what they got to work with (I haven't seen ANYONE who still trains themselves at this store).

The process is that they get the customer in and which ever salesman/woman greets the client gets the deal. The Internet guy then comes out and introduces the client and sales person and they go on with the deal.

Well my thoughts about this came after watching a client come in and get introduced to a salesman. I could see it on the clients face that he didn't exactly want to do it this way. His face said, "Man, I thought we were gonna get to work together, now you set me up with a shark?"

I understand the reasoning behind my stores process. It's simple, the internet folks need to concentrate on setting appointments. And let the sales floor close deals. Great! Noted!

Now if it MUST be this way, I think that it would be best for the internet guys to team up with the sales floor so they work with the same sales person every time. To me this would create synergy, as well as competition and this can be explained to the customer up front show they don't get that "shocked" look when they arrive at their appointment.

The way I am describing it, to me, would create not only synergy between the internet person and the sales person, but would also keep some semblance of synergy for the client, when they arrive as well as momentum. And we all know that as Grant Cardone says, "gross comes with momentum"!

I'm not writing to "fix" our internet dept. I just wanted to say what I thought about a specific situation I see here where I work. What do you think?

Image credit: EiE

"The failure to meet the expectations of our customers on line, on the phone & on the lot will cause the customer to eliminate our dealership from the list of potential stores to buy from." 

Unfortunately, our success & failures of this business depend on the ability to satisfy or fail to meet our customers expectations. If our customers expect a certain experience when they contact us in person, on the phone or on a website on the Internet and we fail to meet that expectation you will be crossed off and they will move to the next dealership until they receive the way they expect to be treated. Here are some ways to meet our customers expectations in the car buying process.

1. Online Expectations

When a customer comes to a 3rd Party Site or your own Dealership Website they are expecting to receive a specific experience, information and knowledge. Our ability to meet their expectations will add to their decision to do business with us or not. So what do they expect?

- Good Quality & Quantity of Vehicle Photos. The More The Better.

(Interior & Exterior)

- Prices (Competitive to The Market)

- A Story Behind Each Vehicle of Interest

- Any Specials & Offers Available

- Dealership Photos

- Dealership Sales & Service Staff

- Contact Info

- Map To Dealership

- Ease To Navigate Through Each Site

2. On The Phone Expectations

When a customer contacts your store through a phone contact the customer is expecting to hear something specific to why they're calling and they're expecting to be treated a certain way.

Your attitude, response and voice inflections towards the customer will play a big part in their response. It's also important to answer any questions and ask questions to help lead them down the road to setting up an appointment to come and see the vehicle of interest. What customers expect is:

- To Be Treated With Respect

- To Get Answers When They Ask Questions

- To Be Told Consistent Truth

- To Have A Good Experience With The Person They're Talking To

3. On The Lot Expectations 

When a customer comes onto your lot, they are mostly anxious & not liking the car buying experience. It's important to remember while you're taking the customer down the road to the sale that while you're expecting to make a sale, they're expecting a few things as well. Here are some things they expect:

- To See The Car They Came To See

- To Be Told The Truth

- To Be Treated With Respect

- To Make A Deal & Buy A Vehicle

We have to remember that although the customer may never tell us this, they really are expecting to find the right car, for the right price when they come to a dealership. I would always remind the customer who would be on the fence that the sooner they say yes, the sooner they can start enjoying their new vehicle and end the car buying process. I trust this will help you as you deal with your next customer.