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Sell More by Selling Less: 3 Lessons from Apple for Car Dealers

If you’ve ever gone to an Apple store, or even just walked by, you’ve probably seen how packed they can become. People spend hours testing out the newest technology, whether they’re ready to buy or not. But even with all those customers physically present, Apple’s retail stores generate a mere 13.3% of their total revenue.

Despite this apparent shortcoming in brick-and-mortar sales, Apple consistently ranks among the top companies and is one of the highest-valued brands in the world. What can dealers learn from Apple? 

Dealers can create a customer experience that is “as enjoyable as Apple,” according to Don Flow, of Flow Automotive Companies. Here are 3 tips to make your showroom as fun as the Apple Store.

1. Show, Don't Sell

Give customers a chance to explore your showroom and vehicles on their own, instead of being bombarded by high-pressure sales tactics. At the same time, your product specialists can walk the showroom floor so they are visible and approachable. Customers will feel more comfortable and be able to easily get answers to all of their questions.

2. Let Customers See for Themselves

Make the test drive the centerpiece of your showroom. Just as customers want to try out a new cell phone or smartwatch before buying, they want to test out their car of choice. 82% conduct at least one test drive, so make the test drive experience enjoyable. 81% prefer a no-pressure test drive experience, rather than the typical accompanied test-drive.

3. Make It Easy to Buy – Anywhere, Anytime

Sometimes customers simply aren’t ready to buy, and they leave without making a purchase. Deliver an enjoyable, memorable experience, and they’ll be more likely to buy from you later. Give them a way to buy when they’re ready. Dealers that use Drive Motors’ online checkout can give customers a unique link to the exact vehicle they want, which makes it easy for them to buy online later, in the comfort of their own home.

Make Your Showroom as Fun as the Apple Store

Adapt to new purchasing trends and increase foot traffic by offering a fun, memorable showroom experience and making it easy for customers to buy online or off. Dealerships can increase PVR by $500-$700 when they let customers buy at their own convenience with online checkout.

Show with Your Showroom Ebook Cover

Want to learn more? Download your free guide, "Show with Your Showroom, Sell with Your Website."

Do you want to use ecommerce to sell more cars online? Learn more about Drive Motors’ online checkout and showroom products for car dealers and see if ecommerce is right for your dealership. Request your demo today.

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How These 3 Dealers Are Using Online Checkout to Succeed in 2018
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About Author

Matt Weinberg
Matt Weinberg

Matt Weinberg is the SVP of Consumer Experience at Drive Motors. With 20 years of leadership experience in the automotive industry, he has consulted for more than 100 dealer groups on internet sales processes and ecommerce and is a trusted advisor for Wards Auto Top 10 dealer groups, including Lithia, Asbury, and Hendrick.

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