If Price Doesn’t Sell Used Cars, What Does?

Not just for buyers, it’s a tough retail world out there for dealers. Consumer’s that were considered naïve to the hidden selling tricks of dealers aren’t driving from one dealership to the next dealership, comparing sticker prices. Rather, they choose to get online.

They now spend five-plus hours on online research before they even step out. If by then, the consumer is not targeted and attracted to an online offer; chances are the online party has lost already. 70% consumers reach the dealership and buy exactly what they intend to.

And now it’s more than just the price of the vehicle that imposes a buyer on making a deal. Rather a demand of time, to win a customer, to win a deal, or to win a competition-being online and getting anything to almost everything on an e-site is all that matters.

Despite the digital success, auto marketers are still wrestling with question of whether they’re getting enough out of their marketing budget. After all, the major reason for such designed programs is to attract customers and drive sales. But, how does the online search puts the auto-shoppers in control? How do they end up in the lot? And what is that attracts them more than the price?

Answer- The one simple answer to this is to understand the basics how the users searches online and where they’re most receptive to receiving the message.

However, it is simply clear that consumers are very much in control of the entire process and with all the information online they are the major influencing power on their decisions. Yet, it only when online sellers understand how consumers shop for cars, what resources they consult for purchasing, and when do they consult them.


  • Shoppers are very much in control of their research processes. Internet, mobiles technology, and social media have educated people while consumers are ready to spend time and commitment.
  • Shoppers get influenced by various information sources both online and offline, but rely on rather one or two. Digital sources are playing a major role in consumer decision making, yet independent sites are the main. They offer consumers with the comparison option which helps building confidence earlier in the shopping process.
  • A retailer with strong brand presence with the target of winning the consumer by visiting dealership is a strong step for influencing the consumer.
  • Although, dealership visit is still ranking high as a source for influencing the shoppers, since nothing can match the experience of seeing, touching, and test driving the car, but even now-with so much information provided by the online sources, consumers feel confident and educated online.
  • Online listings of various options matching the filters of consumer’s choice, when laid out in-front, influences engaged users to weigh out their options. And now pakwheels.com’s powers Car Inspection feature too, the reach to the perfect car gets even broader. While, carmudi.com and motor trader helps consumers find their perfect match through filters as; seller type, transmission, lifestyle and many others.

So, anything that is more influential than the price of the used car is the way auto-marketer has aligned the strategies for selling the cars. Given the multiple touch points that influence the car buying decision, there’s no silver bullet. And if retailers keep the consumers engaged with their trust active at the place and time, the end result is controlling shopper.

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