Help Your Clients Sell Automobiles

Dec 8, 2008 by Mark Maier

A TNS Survey says that the 43% of respondants have not changed their plans or timeframes to purchase a new vehicle, 30% say it has delayed the purchase by 6 months while 19% will be opting for a Used Vehicle instead of new.  What will change the mood of consumers? The chart gives us some insight into what 2,500 consumers saw as factors that effect the individual buying cycle and no shock that tight credit is at the top of the list. With the news today that a bailout of loans for the Auto Industry is in the works under an "Auto Czar", the optomism should be a bit better.
In the market I live, our media properties are telling consumers about the good news that is happening, reminding them that gas is below $2.50 and the incentives to get into a new vehicle are outstanding.  Multiple dealers are on one commercial sharing "factoids" about why is the time to buy and what can be done.  The survey was completed before the election was complete so some of that uncertainty has been answered while markets are starting to stabalize with home prices. 
   I see the information as something you will want to share with your clients and then translate into sharing the good news with consumers.  The majority of those in the Buying Cycle at any given time (which comprise about 1% of your cume) for a new or used automobile will not delay that purchase.  The question now centers around who is talking and interacting with them?  Who is reminding them about financing options? The service they can expect? The incentives that are available?  When is the last time your clients had a conversation by way of your property with these potential customers?
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