I have been in the auto industry for 23 years, and sometimes that can be a BAD thing. Sometimes when you are so close to something, you are blind to what’s staring you in the face.
Let me explain. It wasn’t too long ago I was searching for a new Cadillac Escalade. I had a 2007 Cadillac Escalade which I purchased used and was ready to trade it in. Let me be the first to tell you, just like in most cases when it comes to vehicle, not all Cadillac Escalades are created equal. I happened to have purchased a Platinum Edition Cadillac Escalade and I really fell in love with the OPTIONS that make it a “Platinum Edition”.
Did I just say the word “OPTIONS”?
Upon looking for my new Cadillac Escalade, I was amazed how frustrated I became trying to find a Platinum Edition Cadillac Escalade on any car dealer website. Would you believe there is no ability to search for a vehicle by the installed options or packages? Would you believe the VDP (Vehicle Details Page) is missing all of this information? How am I supposed to find my vehicle? Not all VDP’s are created equal!
This is where my problem began and where my focus as a website provider would ultimately bring this major problem in this industry to an end. Take a look at the VDP page below. THIS is what customers what to know!
In my humble opinion the top three key point indicators on whether a customer calls the dealership, submits a lead or performs chat are; vehicle pictures, installed options & packages, and vehicle price.
Most dealerships who understand the power of this information are trying to inform their customers by displaying this information in the vehicle comments section. The problem with this approach is I don’t think any customer wants to click into 30 vehicles to find out what the options are and then try to remember the vehicles they clicked on when trying to narrow their search. Not only is there a far better way to do this, as demonstrated in the screen shot above, but having the MSRP of these installed options are a major benefit as far as marketing the vehicle and comparing your vehicle versus competing dealerships vehicles.
Here is a few open ended question to get you thinking;
- How much better would your sales team or BDC team be if they were able to talk to customers about the options and packages installed on every vehicle (new & used)? Does that car come with the Executive Package? Cold Weather Package? M Sport Package?
- How many more opportunities would your dealership have to sell a vehicle if customers could search for this information on your website?
- Imagine if you could display this information on your used cars. Is anyone in your market doing that today?
Here The Tip – Sometimes when you are “in the business” key components that lead to success can be missed easily. In this case, we are talking vehicle “options and packages” with MSRP available to be searched and displayed on the VDP for customers. This is what customers are looking for to make an informed decision on a “major purchase”, so give them what they want! If you want this on your VDP, Dealer e Process can automate the process for you.
To learn more about the NEW Dealer e Process Enhanced VDP, please fill out the form below. This is just a teaser!