When it comes to showrooms and displays among car manufacturers, there are many different methods in place to reel in customers for a sale – many of which have been around for years, whereas some companies are always coming up with new ones. Whether it be the approach of a salesman, the positioning of certain vehicles in the showroom, or the way the information about said vehicles is displayed, each one can contribute massively to the customer experience and overall likelihood of a sale.
Understandably across the board, different manufacturers have varying standards due to budget and overall profile, and that leads to different methods of continuity or presentation. The question that remains however, is whether some of these sales methods are too much of a distraction from the cars themselves, or whether they really contribute to boosting sales numbers.
Companies like BMW, Audi and Mercedes have all made a name for themselves with well-made, executive cars that have great performance statistics, and tend to carry a high level of continuity across their marketing campaigns and sales pitches. This tends to continue in their showrooms, with BMW especially, who maintain their theme of wanting to keep pushing forward, parallel to technological advances, as well as implementing such technology in their vehicles. It’s the same for insurance too – with One Sure Insurance being the dominant company when it comes to trade insurance.
Looking at this from a customer’s standpoint however, all of this fancy technology and creative thinking could be seen as a distraction from the heart of the reason that you’re there – the vehicles themselves. There are so many things to consider when you enter a car showroom, and having all of these shiny, attractive sales ploys forced into your face, can cause the vehicle to be over-promoted to a point where it can feel like a rolling sales pitch to drive.
Avoiding this scenario is more often becoming something that should be appearing at the top of many manufacturer’s priority lists, as overdoing the advertising and marketing can lead to disappointment when customers finally get their hands on the vehicle in question, and it’s definitely something that is to be expected with the current competitiveness of the car sales market.