| Increase Consumer Confidence with Trusted Automotive Information |
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| Written by Alex Schoeneberger |
| Tuesday, 24 November 2009 14:45 |
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Most car buyers walk into the purchase experience fearing that they’ll be ripped off. To combat this, shoppers do a lot of research on the car they want to buy, its ability to meet their needs, price, what they should get for their trade-in, and much more until they’re fully armed with information prior to visiting the dealership.
Where are consumers gathering this information? Frequently, it’s kbb.com. According to C.A. Walker Research Solutions—2009 Summer Automotive Web Site Usefulness Study, kbb.com is the most visited automotive information website and nearly half of online vehicle shoppers visit kbb.com, as reflected in kbb.com’s 14 million monthly visitors. From Los Angeles, CA (430,210 visitors in October 2009) to New York, NY (417,702 monthly visitors), American car shoppers use kbb.com heavily to help make informed purchase decisions.
Shoppers also want more information than ever before from dealer websites, information dealers may have but not necessarily post online. By bringing together all of the information a consumer needs onto your website, car shoppers are more likely to visit your site, stay on your site, and ultimately buy from your dealership.
Using the Kelley Blue Book brand and values on your website and on window stickers creates a sense of trust with most consumers only rivaled by certifying a vehicle, and you should leverage that trust. If you are trying to use a different valuation brand than the one your customer is negotiating from, you are opening the door to a sales objection where one doesn’t need to exist. If you aren’t posting valuations on your website at all, you’re opening the door for the consumer to leave your website to go find a value—and maybe never come back.
In the end, information is the key. The more tools and information you offer, the more helpful you become. The more helpful you are to the shopper, the more likely they are to submit a lead. By leveraging recognized, trusted information and tools on your website, you can cost-effectively increase your usefulness to the buyer, increase the quality of leads and have a set of keys that drive sales.
As a Kelley Blue Book company, CDMdata offers the ability to display Kelley Blue Book values on your dealership website, post your pre-owned inventory to kbb.com, and print Kelley Blue Book window stickers and hang tags. AutoOffice, CDMdata’s new web-based internet marketing package, can do all of these things and starts at $159 a month.
Alex Schoeneberger is the product marketing manager of CDMdata, Inc., a Kelley Blue Book company. For more information about CDMdata and Kelley Blue Book dealer products, services and solutions, please call 866-927-5744, or visit www.800bluebook.com.
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