In the modern age, the internet has utterly changed the face of retail. Online shopfronts are an unprecedented convenience in the context of the last century, as customers can order anything from their weekly shop to a vehicle without leaving their seat.
But even with the prevailing influence of digital sales platforms on consumer shopping habits, a car showroom is anything but a needless expense in the context of the automotive industry. The following are key reasons a showroom can help secure the short- and long-term success of a given dealership, whether trading in brand-new or second-hand vehicles.
Developing a Direct Relationship with Buyers
Selling via an online portal can be a dispassionate way of dealing in vehicles and be detrimental to your onboarding of new customers. Having models physically present and available for scrutiny enables you to open a direct dialogue with prospective buyers, giving you an active hand in progressing with a potential sale.
The personal touch is often a crucial element to helping a buyer feel comfortable with their choice – and being able to converse with a buyer on a direct level regarding their concerns means you are more likely to be able to close a given sale.
This direct access to service has a number of other benefits to both buyer and seller, allowing you to provide a higher quality of service as a result. For example, an interested party may have specific technical questions about a model of car you sell – something you or an in-house expert can answer immediately, and that the prospective buyer may have been disenfranchised from asking if faced with a ‘Contact Us’ screen instead of a human being.
Being able to answer queries immediately increases your chances of securing a sale, especially when it comes to the fine print. A buyer may have questions about financing options, which you are well-placed to answer. Selling in-person as opposed to via a website also gives you more wiggle-room for negotiations, enabling you to meet a customer half-way on particular aspects of a deal.
Having a showroom for your vehicles can also be a useful way to ingratiate yourself with a local community, both for interaction with other business and exposure to local custom. Using pop-up temporary showrooms in various locations around the country can help you tap into different local markets at different times, without exhausting your customer base.
Location is also key to ensuring success as a showroom. Luxury car showrooms can afford to take spots outside of urban centres, since their targeted demographic are highly likely to drive already. Second-hand showrooms would benefit more from being easily accessible, either by existing close to an urban centre or within walking distance of public transport routes. This way, they are accessible to those hunting for a first car as well as seasoned motorists.