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Modern Vehicle Buying Experience

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

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Modern Vehicle Buying Experience

  1. 1. Vehicle Purchase Process | Reimagined April 2019 | Kashif Khurshid | CaptainAnalytics.com
  2. 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. 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. 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. 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. 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. 7. Establish a Targeted Strategy Buyer Profile / Segment /Title Messaging / Content / Campaigns Stage in Buying Cycle
  8. 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. 9. Lets Chat Kashif Khurshid Marketing Analytics & Technology KashifKhurshid@gmail.com CaptainAnalytics.com

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