Check sales processes ahead of 73-plate boost, warns JudgeService

Check sales processes ahead of 73-plate boost, warns JudgeService

Time Stamp: August 10, 2023 5:43 AM
Source Node: 2211724

Franchised dealers who have robust processes in place to manage a return to pre-Covid sales levels ahead of the new 73-plate stand a far better chance of winning new car business, according to customer service review expert JudgeService.

It believes that the imminent September plate-change could see a significant increase in new cars sales as many customers will be making their first major purchase since the start of the cost-of-living crisis.

“We’ve seen how improved supply has powered the growth of the new car market for the last 12 months as strong order books have been fulfilled ahead of the debut of the 73-plate,” said Neil Addley, managing director of JudgeService. 

“However, we’re advising dealers to take nothing for granted with our data pinpointing areas which need to be reviewed and updated to maximise their sales opportunities,” he said. 

In its newly published State of the Nation: The Big Squeeze study which polled the views of 6,524 car buyers to identify consumer trends impacting the franchised dealer sector, JudgeService found that 40% of customers are more likely to buy a car if they have been introduced to a manager, compared with just 28% in 2019. 

“The squeezed consumer is even more demanding than before the hike in inflation and interest rates. In the past, in many dealerships, the salesperson vanished to ‘discuss the deal’ with their manager.

“This can leave the customer feeling excluded from a critical part of the process. This disconnect can negatively impact the overall experience and potentially deter customers from buying.  

“However, a simple introduction to the manager helps remove some of the unwanted mystique. The role of a manager in the car buying process should now be more than just supervisory. Their introduction to the customer builds trust, establishes credibility, encourages accountability, and provides a reassuring personal touch,” said Addley. 

JudgeService also advises dealers to keep new stock fully up to date online, as 54% of consumers say they look at dealer websites to check on new car deals and availability. 

Addley also believes there is an opportunity for dealers to incentivise sales staff to focus on part-exchanges as nearly two-thirds (62%) of buyers prefer to trade-in and purchase their new car from the same dealer. 

“Dealers need to be generous with valuations for part-exchange, not just to clinch the deal but because they are a good source of retail stock. Salespeople need to be encouraged to think about buying stock and be incentivised to do so, otherwise, customers will go elsewhere,” he said. 

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