Buying a car typically takes people time and a healthy dose of trust. As a dealership, you need the right people, the right process, and the right products to conquer those vectors of time and trust. Let’s unpack them both.
The Data Behind Time & Trust Needed to Buy a Car
The Capital One Car Buying Outlook dropped recently, and three things stuck out. One, younger people actually appreciate face-to-face interactions when buying a car. I usually only see the tops of my kids’ heads while they’re looking at their phones, so this was refreshing to hear.
Two, trust really hinges upon the salesperson to create.
Three, nearly half of buyers take 3 months or more to make a purchase. Dang!
How The Right Products Build Trust & Shorten the Sales Cycle
That brings us back to having the right people, process, and products to handle the time and the trust needed by consumers. Since we’re a product company, not a people or process consultant, let’s tackle the product side.
There’s no better way to build trust before people even set foot in the door than with a personalized video. It breaks down the technical coldness of canned email and text follow-up.
There’s no better way to shorten the sales cycle than by helping people do all of their vehicle research in one spot, with you, rather than navigating off to a bunch of 3rd party sites where you risk losing the relationship.
Make it easy for people to find service records, accident history, awards, warranties, window sticker, all that stuff on all of your inventory.
Bonus! That also improves the trust factor, and people will reward you more often with their attention and their business.
ORIGINAL NOTES
Despite the rise of digital car-buying tools, most buyers still value the in-person dealership experience. According to the 2024 Capital One Car Buying Outlook, 88% of buyers complete at least half of the buying process in person. Younger buyers, like Gen Z, increasingly appreciate face-to-face interactions, contradicting expectations that online-only car shopping would dominate.
Capital One
Building trust isn’t just the responsibility of salespeople. 60% of buyers say sales reps are key to creating confidence, but other dealership staff, including finance and service teams, also play a role. Ensuring transparency at every touchpoint can encourage repeat business and foster loyalty.
Capital One
The road to purchasing a car is anything but quick. The study found that nearly 45% of buyers spend more than three months actively shopping before finalizing their purchase. This long journey underscores the importance of clear communication and trust-building throughout the process, as buyers take their time to make informed decisions.
