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.
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.
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.