🧰 Quick Fixes for a Better Car-Buying Experience

According to a recent CDK Global study, shoppers struggled a bit more in October with finding the right car as inventory disruptions—from stop sales, model turnovers, and natural disasters—took a toll on the Ease of Purchase.

Here are a few actionable strategies for dealerships to help improve the shopper experience:

1. Optimize Online Inventory Transparency
   Given that fewer shoppers are finding the exact car they want on the lot, make sure your online listings are crystal clear. Update inventory frequently, and include real-time status indicators like "In Stock," "In Transit," or "Available for Order." This helps set realistic expectations before customers step onto the lot, easing frustration and reducing unnecessary time spent browsing for unavailable vehicles.

2. Highlight Alternative Options Early
   With more shoppers buying vehicles in transit or ordering from the factory, empower your sales team to promote these alternatives from the start. Create a smooth, informative ordering process with clear timelines and benefits, like customization options, to turn a potentially frustrating wait into a positive experience.

3. Streamline the Test Drive Process
   Since fewer shoppers found test drives easy to arrange, consider scheduling them ahead through your website. Offering a dedicated, efficient “Express Test Drive” experience for busy customers can reduce wait times and help ensure vehicles are prepped and ready when they arrive.

4. Simplify the Paperwork
   Paperwork complaints are persistent, so try using digital tools to handle forms before customers even come in. If possible, implement e-signature technology to minimize in-person paperwork and set up a “pre-check” process for customers to fill out trade-in, financing, and other forms online. This not only saves time but also makes the process feel faster and smoother.

5. Set Clear Time Expectations
   With a jump in the time it takes to complete purchases, consider setting up checkpoints to communicate with customers on expected timelines and any delays. Break down the purchase process into steps, each with a clear time estimate, and share these upfront to prevent frustration. This transparency fosters trust and gives customers more control over their experience.

6. Ensure Flexibility in Finance and Trade-In Negotiations
   Small hiccups in price and trade-in negotiations can add unnecessary friction. Make sure your team is trained to offer alternatives or incentives, like trade-in bonuses or flexible financing options. Also, have finance managers prepared to step in if a negotiation stalls, offering creative solutions that don’t derail the sale but keep the customer satisfied.

7. Focus on Empathy and Active Listening
   In an environment where inventory challenges can’t be avoided, it’s crucial to make every customer feel heard and valued. Train your team to acknowledge customer frustrations, actively listen to their needs, and take time to answer questions thoughtfully. When inventory is thin, empathy and service quality can make a world of difference in the customer’s perception of their experience.

8. Leverage Customer Feedback for Immediate Adjustments
   With shopper ease-of-purchase dipping, gather real-time feedback through post-visit surveys and adapt accordingly. Insights from recent buyers can highlight specific pain points, like parking or wait times, that may not be evident to staff but impact overall experience. Small adjustments based on feedback can lead to immediate improvements.

By tackling these key areas, dealerships can improve the car-shopping experience, even when inventory isn’t ideal.