How can dealers sell themselves earlier in the consumer research process?
Due to the lack of consumer trust, we need to build trust by enhancing standard marketing practices. We all know, and have heard it for years, multiple photos are critical to the marketing process. Lets take multiple photos to another level. Total disclosure of vehicle condition, even though it acknowledges product flaws, will build trust needed for a potential lead submission. The condition of a used vehicle is not perfect and consumers know this. We are probably still a year away from the industry including condition reports with damage photos on retail used vehicles, but I think it is trending in that direction. Q: What is another tactic to win customers online? A: Winning the customer also involves being competitive on price and justifying your price based on third-party independent resources. In 2000, 15 percent of consumers were not confident in the pricing of vehicles online. That distrust grew to about 65 percent in 2007. Online and on the lot pricing has a measurable variance
