How to Sell the Value in the Vehicle — Not Just the Price
A buyer’s best-case scenario is a balance between the price and the features.
Everybody likes to get the best possible “deal,” especially when making a significant purchase.
All too often, we think that every auto sale is dependent on the cheapest price. This simply isn’t true. What the average shopper is really looking for when scoring a good “deal,” is finding a balance between what he/she receives from a new vehicle and the price paid.
Because modern consumers do the bulk of their vehicle shopping online instead of in store, we need to engage them with VDPs that are more focused on features than price .
Showcase the features and make the value-add clear
Static VDPs can be as barebones as basic descriptions, and with no opportunity to sell the value in the car before the consumer locates the listed price, dealers end up marketing the price as the focus of their VDP. In contrast, 85% of auto shoppers in a Google consumer survey responded that getting the features that met their needs was the biggest reason for their vehicle selection.1
Showcasing the features of a vehicle and making the value-add clear to a consumer is a more effective way to sell the value in the car, rather than simply showing the price and hoping the consumer takes the initiative to connect the dots themselves.
Each VDP should include everything needed to make a decision at the customer’s fingertips. Demonstrating the features of a vehicle and making the value-add clear are far more effective approaches to selling the value in the car, rather than simply showing the price and hoping customers take the initiative to connect the dots themselves.
Keep Your Features Prioritized
Descriptive visuals and an information-dense VDP are two critical steps to an effective VDP, but you can improve their effectiveness even further by making sure that the most important, saleable features are ranked effectively. A large volume of information is helpful, but you risk deterring prospects from your site if there isn’t an effective hierarchy of information.
For example, the enhanced safety features on a minivan are likely to be of more interest to a prospect than the heated seats and sunroof. Ranking the vehicle’s most notable features and effectively visualizing them keeps the car’s biggest selling points at the forefront of the merchandising process, making it much easier to sell the value in the vehicle.
Tips for a robust, engaging VDP
- Think mobile first — 80% of car buying searches happen on mobile
- Replace boring, static images with multi-media features
- Display vehicles up close, not from afar
- Feature the most notable features of a VIN
- Empower shoppers with an easy-to-use search function
Let Autodata Solutions help you
Our products streamline your VDP to increase user-engagement and time-on-site. Our dynamic, data-rich media library allows you to optimize our comprehensive collection of vehicle data to drive more engagement and conversion. We map our robust vehicle data to our vast library of images, videos, and content to create a compelling shopping experience for your customers.
Find out what our products can do for you or call 1-866-430-8524.
“Price is what you pay. Value is what you get.”
1 The 5 Auto Shopping Moments Every Brand Must Own; https://www.thinkwithgoogle.com/marketing-resources/micro-moments/five-auto-shopping-moments-every-brand-must-own/