Vehicle Purchase Process- Re-imagined with Today's Audience

1. Vehicle Purchase Process |
Reimagined
April 2019 | Kashif Khurshid | CaptainAnalytics.com

2. The Car Buying Market is Changing…
People are not afraid to buy out-of-state if the price is right
People are okay with purchasing without physically seeing (What companies can come and inspect in their absence)
Some level of warranty is expected on all purchases (CPO’s , 60 days)
Maintenance Programs
Vehicle exchange programs
Ride sharing programs
Vehicle Features (Autonomous Driving, Panoramic, Recliners)
Fixed Pricing on used vehicle is acceptable (carmax, carvana, vroom, etc)
Big name competitors (auto nation, sonic, penske, etc) and how they sell vehicles
@KashifKhurshid

3. The Car Buying Market is Changing…
People are not afraid to
buy out-of-state if the
options and terms are
right
People are okay with
purchasing without
physically seeing (What
companies can come and
inspect in their absence)
Fixed Pricing on used
vehicle is acceptable
(carmax, carvana, vroom,
etc)
Vehicle Features
(Autonomous Driving,
Panoramic, Recliners)
warranty is expected on
all purchases (CPO’s , 60
days, etc)
Maintenance Programs
Big name competitors
(auto nation, sonic,
penske, etc) and how
they sell vehicles
Vehicle exchange
programs
Ride sharing programs
BehaviorValueThreats
@KashifKhurshid

4. Interactions With Dealership
Phase 1:
Interest Shown
(Form Fill)
Receive Email
Phone Calls
Text Message
Phase 2:
Interaction
Visit Dealership
Schedule Test
Drive
Learn more
about the
vehicle
Do Not Visit
Negotiate terms
Schedule
Inspection
Phase 3:
Decision
Finance
In house
3rd party
Cash
Delivery
Pick up
Delivery
Awareness Research Decisions
@KashifKhurshid

5. Key Contents on all Communication Channels
Contact info: Phone
number and email
Dealership Info &
value proposition
Vehicle Recap
Offer
• Gift Card
• Exclusive Price
Conversational Starter:
• Request for Best Offer
Submission
• Schedule test Drive &
Coffee
@KashifKhurshid

6. Determine Sequence of Communication
Communication:
Phone Call, Email, Text Message
Objective of First Call and Quick
Intro and Dealership Info
Second Call: Understand What
they see in the Market and Take
in Price Offer
Third Call: Discuss Give them a
hook ti Visit (i.e. Price
Promotion and Take in an Offer
to Manager)
@KashifKhurshid

7. Establish a Targeted Strategy
Buyer Profile
/ Segment
/Title
Messaging /
Content /
Campaigns
Stage in
Buying Cycle

8. Build your Reimagined Customer Journey
Prospect filled form
(cars.com)
Responded to Text
Message on 3rd try
with Offer
Filled a confidential
no obligation offer
form
Invited to dtest drive
and next steps
Identified
Financing done in
House
Vehicle picked up
Delivery confirmed
Vehicle Info Provide
with key elements via
all channels
Experience Must Be:
Frictionless &
Seamless
At the Customers
preferred pace and
channel
Help with the decision
making
Collect competitor info
(vehicles and
dealerships)
Understand the make
or break points of the
deal for improved
sales enablement
SampleJourney
@KashifKhurshid

9. Lets Chat
Kashif Khurshid
Marketing Analytics & Technology
KashifKhurshid@gmail.com
CaptainAnalytics.com