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Big data shows the real reason dealers lose sales, says JudgeService

JudgeService, provider of UK car dealer reviews, has collated the results from 10,000 customer surveys and claims it reveals the true reasons why many dealers are missing out on sales.

When it comes to stalled sales success, almost a quarter (24%) of those questioned said they walked away because the 'overall deal' wasn't attractive enough, while 22% were unhappy with the part exchange offered and 9% said they were put off by the sales experience.

The JudgeService data also revealed 35% of customers who chose not to buy were still in the market 48 hours after visiting the dealership, presenting executives with a valuable opportunity to address problems and convert missing sales after the initial visit.

The customers in the survey enquired either in person, by phone or online at dealerships across the UK using JudgeService's ProAct product.

JudgeService sales director Dale Woodley said: "In an increasingly competitive market, it's crucial that dealers secure up-to-date customer feedback, allowing them to stay one step ahead of their peers.

"The results from our data show how easily a sale can be lost, but they also demonstrate that it's not the end of the road if you don't secure a sale on the customer's first visit.

"More than a third of those that didn't buy were still in the market, which presents a golden opportunity for dealers to make improvements based on feedback received, bringing the same buyers back to the forecourt.

"Although factors such as the perception of the value of the overall deal and part exchange offered to customers will often be a sticking point, I'm sure most dealers would have the means to stack a deal to make it more attractive. The experiece can also be improved through training and employee development - a small price to pay for converting a potential 4,000 buyers out of this small sample alone."

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  • Not so honest john - 19/07/2014 22:35

    This is unbelievable, you mean to tell me that all this time we have been selling cars wrong, all we had to do was give more money away or give more money for part exchanges, well blow me it's a revelation, the team in charge of this survey should be running the dealerships, their talents are clearly wasted

    • Donald - 24/07/2014 11:41

      @Not so honest john - Hi John. I was a dealer for 25 years. On the face of it, it does look like we should just give more money but what worked for us was concentrating on the selling technique related to the pat exchange. So often the sales person was not equipped to "argue" his case to the client and to justify why the value was the correct value. we addressed that and measured it and found a huge improvement. Losing a good part exchange is really costly as you lose the sale and the sale of the part exchange.

  • Tony - 21/07/2014 12:59

    That was more polite than what I was going to say so I shall just second your views