In the digital age, especially in the aftermath of the COVID-19 pandemic, the pathway to purchasing a car has dramatically shifted. Customers now embark on a largely virtual journey, exploring, considering, and often deciding on their next vehicle from the comfort of their homes. This pivotal shift is something I explore in-depth in my book, POST-COVID CAR SALES A Guide For Selling Cars In The Post-COVID Era.

Understanding the Online Customer Journey

Let’s break down the steps a customer typically takes online before reaching out to a dealership:

• Taking Mental Ownership: Through various online media like high-quality images, 360-degree interior views, and virtual test drives, they mentally claim the vehicle.
• Working Out the Finances: They’ve played with payment estimators, down payments, and interest rates to fit their budget.
• Aligning Trade-In Values: After providing details about their current vehicle, they’ve received a trade-in value and adjusted their expectations.
• Closing the Deal: They’ve decided to make the purchase and are reaching out via a form or online chat to finalize the deal.

The Critical Nature of Immediate Response

When a customer makes that decision to reach out, it’s more than a point of contact; it’s a critical moment that demands an immediate and thorough response.

• No to Auto-Responses: A simple “We’ve received your request and will get back to you soon” won’t cut it.
• Ready to Buy: They’re ready to make the purchase and are reaching out for that final human interaction before closing the deal.

The Importance of Human Interaction in Digital Communication

Even in a digital space, the human touch is vital. When a customer decides to engage with a dealership, they’re looking for genuine human interaction to finalize their purchase.

• Be There to Help: Be ready to assist with any questions or concerns.
• Help Finalize the Deal: Be prepared to help them finalize the purchase smoothly and efficiently.

Guiding the Customer Through the Final Steps with Confidence

The customer is ready to buy. They’ve done the legwork and are mentally committed to the purchase. Now, they need you to help them believe – in their choice, in the purchase, and in the dealership.

• Provide Assurance: Give them the reassurance they need about their choice and the purchase process.
• Ensure a Smooth Transition: Make sure the transition from online exploration to purchase finalization is smooth and hassle-free.

In POST-COVID CAR SALES A Guide For Selling Cars In The Post-COVID Era, I explore more about the nuances of the online customer journey and the crucial role of the dealership in ensuring a smooth transition from online exploration to purchase finalization.

As we navigate through the changing landscape of online car sales, consider enhancing your skills and strategies through one-on-one Training, Coaching, and Life Coaching at Closer Classes. Improving your adaptability and skills in this digital realm will not only benefit your immediate sales but will also strengthen your dealership’s position in the competitive online market.

The customer is ready to buy. He needs you to help him believe.

Article Summary

Navigating through the online customer journey in car sales, especially post-COVID, demands an immediate and thorough response during the critical moment of customer outreach. Ensuring a smooth transition from online exploration to purchase finalization, with genuine human interaction and assurance, is vital in securing the sale and helping the customer believe in their choice and the dealership.