Autobytel Launches Second Dealer Insight Training Series to Help Dealers
Best Meet the Needs of Today’s Car Buyers
Autobytel’s Scott Pechstein offers sales insight based on key shopping data
matched to actual sales
IRVINE, Calif. -- October 17, 2013
Autobytel Inc. (Nasdaq: ABTL), the company dedicated to helping automotive
consumers and dealers connect online, today announced it has launched the
second installment of its Autobytel Dealer Insight Series, a quarterly
education program designed to help dealers improve the car buying experience
and increase sales.
The information offered in the second Autobytel Dealer Insight Series is
supported by online lead data—as well as online buying trends and consumer
demographic information—matched to actual vehicle registrations in all 50
states from R.L. Polk & Co.^*
The full Autobytel Dealer Insight Series, including videos and results of the
entire study, is available at http://dealer.autobytel.com/dealer-training.
Scott Pechstein, VP of National Sales for Autobytel, discusses in the second
Autobytel Dealer Insight Series best practice insight for online sales
processes, while Joe Verde, President of Joe Verde Sales & Management Training
Inc., adds input regarding the off-line in-dealership process.
“Online car buyers are different than before, and the traditional buying
funnel we thought we knew has changed,” said Pechstein. “Consumers are more
undecided now—usually up until the week they buy—about the car that best meets
their needs. That’s why effective traditional sales processes, including the
way Internet sales consultants guide consumers to the right car, are more
important than ever before. The focus and goal of the Internet process is to
sell the appointment, not the car; to establish a line of communication in
understanding exactly what the customer needs; and to offer a variety of
vehicle options that best meet the customer’s needs.”
The second collection of materials in this series, entitled “The Factors that
Influence Car Buying Behaviors” delves deeper into online and real world sales
data. Following are highlights:
*Household income has a significant impact on consumers buying the brand of
interest indicated in their initial quote request (defined as
“commitment”), with less commitment represented by lower household incomes
and higher commitment represented by higher household incomes.
*Age impacts commitment too—the younger the buyer, the less committed they
are to buying the brand of interest indicated in their initial quote
*Ford, Toyota, and Honda rank as the top three loyalty brands based on Polk
Loyalty Rankings (or the top three brands consumers owned before, and then
bought again, for their next purchase).
*Of the total online purchase requests submitted, Subaru, Toyota and Honda
consumers were more committed—and bought these brands more often—than any
of the brands for which purchase requests were submitted.
The data offered in the second Autobytel Dealer Insight Series forms the basis
for best practices outlined by Pechstein and Verde, including:
1.How and why today’s car buyers are very different than in generations past
and how to best meet the needs of these ever-changing consumers.
2.How to change the Internet sales process to continue to reinforce the
brand, and to offer a wide array of additional vehicle options to help
consumers find the right car to meet their needs, regardless of the
vehicle indicated in their initial quote request.
3.The importance of, and the steps involved with, selling the appointment
and not the car.
“This series reinforces the fact that most consumers are considering many
different vehicles before they visit a dealership,” said Verde. “Even then,
86% of the time they’ll buy a different make, model, trim, color or a vehicle
with different options than they thought they wanted to buy when they visited
the dealership that day. Salespeople need to create ‘Total Mental Ownership’
with a customer no matter where they come from—whether online or on the lot.
Nothing you do will make you more sales, or cost you more sales, than how
effectively your salespeople follow the correct steps to selling when they’re
communicating with the customer.”
To access the entire Autobytel Dealer Insight Series videos, visit
http://dealer.autobytel.com/dealer-training. For full study results, visit
^*Autobytel Internet Lead data and R.L. Polk & Co. Vehicle Registration data.
Analysis from Q1 2013.
About Autobytel Inc.
Autobytel Inc., an online leader offering consumer purchase requests, or
leads, and marketing resources to car dealers and manufacturers and providing
consumers with the information they need to purchase new and used cars,
pioneered the automotive Internet when it launched its flagship website,
http://www.autobytel.com/, in 1995. Autobytel continues to offer innovative
products and services to help consumers buy, and auto dealers and
manufacturers sell, more used and new cars. Autobytel has helped tens of
millions of automotive consumers research vehicles; connected thousands of
dealers nationwide with motivated car buyers; and helped every major automaker
market its brand online. Through its flagship website, network of automotive
sites and respected online affiliates, Autobytel continues its dedication to
innovating the industry’s highest quality Internet programs to provide
consumers with a comprehensive and positive automotive research and purchasing
experience, and auto dealers, dealer groups and auto manufacturers with some
of the industry’s most productive and cost-effective customer referral and
marketing programs. Investors and other interested parties can receive
Autobytel news releases and invitations to special events by accessing the
online registration form at investor.autobytel.com/alerts.cfm.
Autobytel Inc. Media Relations
Autobytel Inc. Investor Relations
Chief Financial Officer
Roger Pondel/Laurie Berman
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