Prospective car buyers spend a large amount of time online researching their planned automobile purchase. From start to finish – beginning with an internet search and ending with their signing the documents – car buyers spend a grand total 14 hours and 48 minutes on the quest to buy a car, according to a recent study conducted by Cox Automotive. Posting all pertanent information of your inventory online could be the one detail that drives a buyer to your dealership, and makes a purchase.
But is your website or sales process providing information showing the value of a service contract?
Some edits to your website can be the difference in selling more service contracts and keeping your happy customers. Below are some suggestions for the content you need to have online to keep vehicle coverage in the mind for car buyers at every sales process stage.
Before The Sale.
When a customer is on your website looking for their new car, be sure service contract coverage is easy to find. Having a page with detailed coverage descriptions on your site can inform the buyer about the importance of service contracts. These things should be easy to add and could be as simple as using an embed code from a video on your website or adding a pdf or diagram.
During The Sale.
In the sales office, providing the right diagrams or videos on your website to share with buyers could be the difference between a sale or a missed opportunity.
Videos that explain coverage in detail allows the customer to feel as if they’re discovering value on their own and not being “sold”. This added level of trust to the sales process helps buyers feel more comfortable during one of the more stressful aspects of their vehicle purchase.
If you’re not presenting service contracts information with every single customer, you could be cutting your profits short. Even if a client does not inquire about a service contract, you must go over the benefits with them, one by one. Add it into your everyday sales process.
After The Sale.
If a customer needs more information about their service contract or needs to file a claim, having a well organized blog oriented resource center for questions on your site will help ensure their post-sale experience is a positive one.
They may not remember all the details about their VSC coverage but if you’ve helped your customers find information about key features of their service contracts, you can avoid potential customer frustration from a vehicle breakdown.
With content readily available online that outlines claims procedures, customers can easily browse the claims process ensuring a painless learning experience.
More and more today’s buyers are connected to online information. Providing easy access to resources online has never been more critical to reach potential buyers at any point during a sale—and service contracts should be part of this buying process.