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Rejection and Purchase Reasons of Auto Internet Leads

Posted on: July 5th, 2012 by credit

When converting auto internet leads into sales, a lead may either purchase from your dealership or reject your offer and walk away. J.D. Power and Associates cited in a recent report reasons why consumers purchase and reject.

Thirty-seven percent of automotive internet users or AIUs said that they did not buy from a dealership they shopped because they realized that the car was not right for them or for their needs. The report explained that the result is somewhat ironic with the notion that online shopping should help car shoppers “eliminate models from the consideration set” so that they will be more focused when they visit the dealership. There are two possible reasons for the said result: One is that car shoppers were perhaps not confident to eliminate models with only the online information they have as the basis. Another one is car shoppers might still have collected inadequate information that they need “to make a completely informed decision on which vehicle to purchase.”

Other top reasons for rejection are too expensive car price set by the dealer, unavailability in stock of the exact model that the car buyer wants, too expensive make and model, and the buyer simply was not ready to buy yet.

On the other hand, the primary reason of auto internet leads for purchasing a vehicle from the dealer they shopped is they were treated well. In addition, more than half of AIUs who submitted online request said that they purchased from a dealership because of the low price offered them.

These findings in current consumer behavior trend could be helpful in making your sales tactics and lead generation techniques more effective. It is important for every dealer to understand trends such as this to improve their marketing and sales systems. For example, knowing that 66% of auto internet leads consider the total price paid more than the monthly payment will help you in negotiating with your prospects more effectively.

Therefore, J.D. Power and Associates offer the following tips to dealers:

1. Respond immediately with personal email messages and keep in mind that you are not the only dealership being shopped.

2. Don’t think that once an online car shopper contacted you, you have already won him. Although you should be eager to convert him into a sale, keep in mind that he can change his mind and look at other options anytime.

3. Set an appointment with the shopper. The same salesperson communicating with the shopper online must also be the one to meet the shopper in person.

4. If the shopper has already agreed with the price, make sure that the vehicle is ready when they come over.

5. Be proactive. Ask the shopper to send you via email the necessary documents for sales and F&I processes before he visits your dealership.

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