Exactly half of all people buying a car will visit more than one dealership before they commit to a purchase, new research has found.
According to Auto Trader’s Buyer Behaviour Survey, of the 50 per cent of customers visiting multiple dealerships, 67 per cent said they did so in the hope of finding a better deal. Based on the views of more than 1,300 new and used car buyers in 2015, the study demonstrates the importance of a quality showroom and salespeople to appease choosy customers.
Car dealerships must also ensure they have public liability cover as part of their combined motor trade insurance policy. A necessity for any customer-facing business, this type of business insurance will offer financial protection in case a customer is involved in an accident in the showroom.
Auto Trader’s market research director Nick King commented on the findings of the survey: "We know that online research is king for the vast majority of buyers. The fact that half of buyers visit only one dealer en-route to their purchase shows that many are armed with all they need before they arrive on a forecourt ready to do a deal."
He added that accurate part-exchange value is cited as the biggest cause of deal breakdown among consumers, so car dealers must try and match customer expectations with their own pricing.
"Making sure that cars in stock are closely priced to the retail market value gives sellers the best chance of making a sale," King explained.