SME# 2 What Do They Know?
What have customers already done before we first meet them?
Participants understand the resources customers have at their disposal and how that allows them to advance further into the buying decision than ever before.
Participants understand what research and decision-making most customers do before they contact the dealership.
Participants learn the correct attitude toward this typically well-informed customer.
Suggest to the group that: “never before in history have customers had access to the kinds of car shopping information and tools that they do today! This means that most have done a lot of research and decision-making before we even know they are in the market”.
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