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This is actually the kind of comment I was hoping for 
Let's get this out in the open -- I certainly don't claim to be some sort of sales expert. I understand your position though and I can agree that process does beat price; however, what's the process in this case? Up until recently, I haven't encouraged a single visitor on my website to start a conversation based upon price, yet they do it anyway. And it's not just a couple of the visitors, it's the vast majority of them.
That being said, I can tell you that since we've implemented a pricing call-to-action on our website, we've had the best Internet numbers we've ever seen (not only in terms of conversions, but also in terms of sales). So what does that mean?
I know a good salesperson would cringe at the idea of starting a conversation based upon price, but I have yet to see any real data pointing to the idea that web customers care about much else. We have a few other calls-to-action on our site, but the pricing one is definitely the most heavily used. If those leads are also turning into sales, where's the issue here? Just because we have the pricing call-to-action doesn't mean we're going to heavily discount our price, so long as we implement our sales process effectively after the fact. It's imperative that we get the shopper's information before we can work our process, and our data shows that they want to talk about the price.
Let's get this out in the open -- I certainly don't claim to be some sort of sales expert. I understand your position though and I can agree that process does beat price; however, what's the process in this case? Up until recently, I haven't encouraged a single visitor on my website to start a conversation based upon price, yet they do it anyway. And it's not just a couple of the visitors, it's the vast majority of them.
That being said, I can tell you that since we've implemented a pricing call-to-action on our website, we've had the best Internet numbers we've ever seen (not only in terms of conversions, but also in terms of sales). So what does that mean?
I know a good salesperson would cringe at the idea of starting a conversation based upon price, but I have yet to see any real data pointing to the idea that web customers care about much else. We have a few other calls-to-action on our site, but the pricing one is definitely the most heavily used. If those leads are also turning into sales, where's the issue here? Just because we have the pricing call-to-action doesn't mean we're going to heavily discount our price, so long as we implement our sales process effectively after the fact. It's imperative that we get the shopper's information before we can work our process, and our data shows that they want to talk about the price.
@VelocitySales We have a "Check Status" call-to-action on our site right now. Not sure if people think that means the same thing as "Check Availability" but nobody has used it yet...
@Kyle Suss Don't want to get commercial but that's just what our lead management software does . . .show you why people react and conversion metrics for review.
That being said, I've spent a great deal of time in varied industry sectors studying the varied reason behind consumer interaction. The auto segment is overwhelmingly based on pricing and availability. A big reason for that is simply the incredible amount of supply sources for the consumer. The internet has made the business an auction, just like Google Adwords. Multiple participants for the same unit at the same time.
What needs to be better addressed in dealer communications is VALUE, not price. What do you offer me as a service provider that the other guys don't? How do you weave that into your discussion so the consumer is less focused on side-by-side pricing comparison, but side-by-side value offerings?
That being said, I've spent a great deal of time in varied industry sectors studying the varied reason behind consumer interaction. The auto segment is overwhelmingly based on pricing and availability. A big reason for that is simply the incredible amount of supply sources for the consumer. The internet has made the business an auction, just like Google Adwords. Multiple participants for the same unit at the same time.
What needs to be better addressed in dealer communications is VALUE, not price. What do you offer me as a service provider that the other guys don't? How do you weave that into your discussion so the consumer is less focused on side-by-side pricing comparison, but side-by-side value offerings?
@Kyle Suss Brother Kyle, the design goals of "intuitive, simple, and straight forward " are important to you because you feel that car sites are NOT.. intuitive, simple, and straight forward. You're speaking about improving the User Interface (UI).
QUESTION:
Is the UI the roadblock in your shoppers path to your store?
ANSWER:
I signed up with clicktale 4 weeks ago... I thought my site was good. I thought my shoppers are navigating with ease.
NOT. --FAIL--FAIL--FAIL--FAIL--
Humbled in Syracuse.
QUESTION:
Is the UI the roadblock in your shoppers path to your store?
ANSWER:
Loading…
www.clicktale.com
I signed up with clicktale 4 weeks ago... I thought my site was good. I thought my shoppers are navigating with ease.
NOT. --FAIL--FAIL--FAIL--FAIL--
Humbled in Syracuse.
@marc Bodner I couldn't agree more in regards to bringing attention to VALUE in the product. A consumer goes to a dealer website, they are looking for a certain amount of peace of mind. If price were #1 factor, they could easily find what they may be looking for on craigslist or in their local paper's classifieds. I suppose I am referring strictly to pre-owned consumers seeing as I am a Certified Pre-owned Client Advisor, but it's true. They go to a dealer's website because they know there will be a sense of ease. They may walk out with a warranty, but they will certainly walk out with the dealerships name. Make sense? When they approach price, although they have an amount in their mind they want to stick to, when the value of the vehicle; of the brand, is "branded" into the customer they may be more likely to purchase even if the price is slightly more than they wanted to pay. Consumers want peace of mind. I am new to all of this, but what can be done to add value to our products online?
@BMWgirl - make sure your web page has market differentiators on it . . .The "XDealer Peace of Mind Guarantee", "No charge Oil Changes", all those things that show your dealership has a competitive edge on the competition. Just having pics of vehicles and the stats does not make you different or provide any value to the consumer.
Instead of those very frustrating and inconsiderate live chat drop downs the minute you hit the site, have a banner telling customers to browse without fear of being attacked. When you're ready we'll be happy to answer questions. After a few minutes you can have a pop up that says "if you can't find the perfect model, let us know what you're looking for (collect web address and model requested).
There are dozens of ways to present value to the consumer. Don't be afraid that they may not immediately engage, or they leave the site. If they're for real, they'll be back because you have shown a difference.
Instead of those very frustrating and inconsiderate live chat drop downs the minute you hit the site, have a banner telling customers to browse without fear of being attacked. When you're ready we'll be happy to answer questions. After a few minutes you can have a pop up that says "if you can't find the perfect model, let us know what you're looking for (collect web address and model requested).
There are dozens of ways to present value to the consumer. Don't be afraid that they may not immediately engage, or they leave the site. If they're for real, they'll be back because you have shown a difference.
@BMWgirl This article is not about how to sell vehicles. In order to sell vehicles, yes I believe you should demonstrate a value to your prospects that other dealers don't offer & avoid playing a pricing game.
That being said, this article is about how to convert visitors on your website into leads. You say people want to see value before they buy a car and maybe that's true in the showroom, but my conversion stats show me that people who convert online care about price.
That being said, this article is about how to convert visitors on your website into leads. You say people want to see value before they buy a car and maybe that's true in the showroom, but my conversion stats show me that people who convert online care about price.
@Kyle Suss
This is true. I reread the article and some of the other comments and understand. I have done internet sales for a dealership and as a sales professional who takes on internet leads, I am told 8 out of 10 times that the "best price"' is in the dealership. How can you get there without driving it? ETC.... Understand the obstacle I face with web customers and their best price interest? So, yes, while we can give price online and convert them to actually submit a lead...perhaps the reason why we face a shortage of leads is because enough people have stumbled upon this mindset with dealerships where they are told they can't have price without visiting the dealership. Am I making sense? With that said, the reason I mention enstilling value online with price is when they are proposed by the representative who calls or e-mails them to visit the dealership without the bottom line "best price", they already have it in their mind that it would in fact be worth their time to do so.
This is true. I reread the article and some of the other comments and understand. I have done internet sales for a dealership and as a sales professional who takes on internet leads, I am told 8 out of 10 times that the "best price"' is in the dealership. How can you get there without driving it? ETC.... Understand the obstacle I face with web customers and their best price interest? So, yes, while we can give price online and convert them to actually submit a lead...perhaps the reason why we face a shortage of leads is because enough people have stumbled upon this mindset with dealerships where they are told they can't have price without visiting the dealership. Am I making sense? With that said, the reason I mention enstilling value online with price is when they are proposed by the representative who calls or e-mails them to visit the dealership without the bottom line "best price", they already have it in their mind that it would in fact be worth their time to do so.
✨ AI Highlights
A dealer digs into website analytics to find the best calls-to-action for converting visitors into leads, noting that price-focused CTAs drove their best-ever internet sales numbers despite conventional sales wisdom discouraging price conversations. The thread sparks debate between those who argue value and differentiation should anchor online messaging and those whose conversion data shows price is what actually moves shoppers to submit a lead. A key practical insight is that UI friction may be an underappreciated barrier, with one dealer sharing that ClickTale session recordings revealed their site was far harder to navigate than assumed.
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