This is an interesting study of FRICTION:
Take a min and reflect on this info. From your shoppers POV, the distance to your store is a big deal and it's totally overlooked.
(table construction details below). As a merchandising expert, I need to create content to 'work' this audience.
LONG DISTANCE SUMMARY:
• 60% of this stores leads are far away
and the shopper knows it.
DISC TAKEAWAYS:
• Anyone that is this far away AND sent you a lead is VERY interested in that VIN.
• Help your long distance shoppers feel more confident with helpful concierge-like services.
• Create special word tracks that specifically address this friction
• Find a way to get this process into your CRM (i.e. add to autoresponder)
• BONUS: Get this dialed in, then add this content on your VDPs, your long distance shoppers will see less friction. (idea: use dedicated phone # for concierge svcs)
Table construction details:
•••DL your leads into a csv, then use BatchGeo.com. You will get straight line distance, I added a 1.3 multiplier to approximate drive times for this store.•••
I created these 'drive time buckets' to approximate the planning required to see the car (i.e. Think FRICTION)
• Under 30 min drive is local. No significant planning is needed, no need for an appt, just show up. Shopper is highly likey to visit other stores.
• All over 30 mins is a planned visit. Shopper wants a productive visit.
• 30-60 min drive is semi local. Planning is required. Shopper is highly likely to visit other stores.
• 1-2 hrs away is a 'day trip'. Shopper has landed hard on your VIN, they are NOT likely to visit other stores.
• >2 hours away, Shopper has landed hard on your VIN, great planning, communication and concierge-like services. Shipping as a service may reduce friction for some.
Love to hear what the grand master of long distance selling has to say...
@BillVaughnAlWestNissan ?
