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Topic: sales

Think your dealership can’t be a holiday shopping destination? Think again.

Posted by Meg Bernazzani on December 8, 2021

This holiday shopping season is shaping up to be unlike anything the automotive industry has seen. With a shortage of vehicle inventory, the lease and sales incentives dealerships typically employ to entice buyers through their doors in December will be conspicuously absent in 2021. On top of that, supply chain disruptions are a problem for every industry, not just automotive, and consumers are being bombarded with messaging about short supplies of everything this holiday season, from electronics to groceries and even the trees many will need for tucking gifts underneath.

How can an automotive dealership make the best of a challenging situation? Consider giving your holiday promotions a rethink. Customers who are more strapped than usual for holiday gift selection may be open to creative ideas. There could be some payoff in putting effort into a holiday season push outlining the unique gifts you have available, which your customers might very well end up thanking you for. Here are some ideas for how to go about it.

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Topics: holidays, Marketing tips, sales

How to turn tax season into sales season for your dealership

Posted by Meg Bernazzani on March 30, 2021

Tax season has arrived, and this year’s round is going to be a weird one. Some people might be getting larger refunds than normal thanks to writing off home office expenses for the first time, while others may be more deeply affected by the pandemic and find themselves especially strapped. Meanwhile, business customers may have fleet updates on hold, or they may be about to receive a welcome reminder at tax time of the benefits of writing off their vehicles.

Here are a few ways that your dealership may be able to capitalize on tax season to bring customers through the doors who will drive more vehicles off the lot.

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Topics: best practices, sales, tax season

What sets CarGurus apart from the competition in Canada

Posted by Meg Bernazzani on September 26, 2019

Purchasing a used car can be a stressful experience, especially when you’re unsure of the car’s exact value. Still, used car sales continue to grow at a faster pace than new car sales in Canada. Experts say affordability, as compared to new cars, as well as the higher quality and increased reliability of used cars in today’s market are driving this trend.

New technology, including what’s offered through third-party marketplaces, is also playing a big role by helping to make the used car buying experience easier and more transparent. In fact, a recent study showed 90% of Canadians go online to research their next car purchase, and 87% say that a positive experience on a website influences their purchase decision—that’s where CarGurus has the advantage.

Car shopping on CarGurus is simple and user-friendly. We make it easy for consumers to find great deals from top-rated dealers. Our focus on transparency and efficiency results in informed, engaged shoppers that drive results for dealers.

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Topics: CarGurus, IMV, sales, transparency

Recognize returning customers to grow trust and sales

Posted by Meg Bernazzani on February 7, 2019

How you manage each potential customers’ experience with your dealership is critical to closing the sale

Customers in the market for a car don’t just follow a straight line from wanting to buying. They shift between on and offline an estimated four times, but it’s the dealership that almost always closes with an average of 2.4 visits per sale. And when nearly two-thirds (64%) of car buyers visit the same dealership they ultimately buy from more than once before making a purchase, how you respond to repeat visitors clearly matters.

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Topics: car buying, sales

A blueprint for a successful lead follow-up process

Posted by Jim Volpe on August 15, 2018

The car business attracts all types of buyers: some folks buy cars on impulse, like a bag of chips in the checkout line, while others spend days, weeks, or even months searching for the right car, deal, and dealership. Regardless of the type of buyer though, life can get in the way sometimes, causing car shopping to get put on the back burner.

In my former life as a BDC Director at a six-store dealer group, I found that timing was one of the main reasons why even our most effective lead sources converted at only 10%-12%. It wasn’t because the customers weren’t serious or decided to buy elsewhere—it was because they didn’t have time, and my dealership was giving up too soon.

Why does that matter to you? If you want to drive more sales from existing leads, you need to optimise your lead follow-up strategy.

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Topics: BDC, follow up, leads, sales