Snapshot Of Today’s Buyer
So with COVID, fires & hurricanes, let’s check to make sure
these are still accurate…
Are these buyer stats accurate today?
○ 99% want to drive it.
Yep, just like you and me, we don’t buy TVs without seeing the picture first or cars without driving them.
○ 90%+ did their research online.
Me, too. I was online yesterday looking at a used Land Rover Defender and a new Denali. Not exactly comparable, huh?
○ 78% you talk to will buy within one week.
That’s another thing about people – other than necessities, most of our purchases are impulse driven and that’s why you get 1 shot. If you don’t sell it, the next salesperson will.
○ 71% bought because they liked their salesperson (and felt comfortable with the dealership and the process).
Yep, me too. I have a guy we buy most of our cars from and I refer my friends. (Sure wish he had an old Defender.)
○ 58% buy the same product they looked at first.
I did my research on the Denali, built it out, decided that’s what I wanted and went to the local GMC dealership. I came to buy, not to pretend I didn’t want it. Turns out it didn’t matter.
No one talked to me and the vehicles were so dirty I couldn’t see the interior. Now I’m in the 22% and lost the urge.