All BlogsMore from Covideo
Last Modified: March 28, 2024
Written By:
|Published Date: March 28, 2024|6 min readThe Shift Towards No-Haggle Car Buying: Understanding Why Customers Don’t Want to Negotiate
For some buyers, the age-old tradition of negotiating their price at a dealership has begun to lose its luster. In its place, a new trend has emerged: no-haggle car buying. Consumers have a world of information at their fingertips paired with nearly unlimited online buying options, which has made them prioritize transparency. In this blog, we will delve into the reasons behind this phenomenon and explore effective strategies for catering to budget-conscious buyers while highlighting the value of a vehicle.
Why Fixed-Priced Sales are Becoming More Common
Historically, vehicles for sale have an MSRP or “sticker price,” the price recommended by the manufacturer. Savvy buyers will see this as an asking price that they can negotiate down for a deal. Dealerships may also have special offers or financing deals. The dealer and buyer may go back and forth on costs to come up with a mutually agreeable offer.Now, customers have more resources. Not only can they easily research available vehicles online, but they can also browse inventory from everywhere. And they have different online buying options—like Carvana, CarMax, or Cars.com. A Cox Automotive study found 61% of a person’s time researching and shopping for a vehicle is spent online.Some manufacturers have even made no-haggle car buying part of their sales model, particularly in the electric vehicle (EV) market. Tesla, for example, has physical showrooms and in-person test drives but only offers one price on its new vehicles: the MSRP. They claim that avoiding the “middle man” of independent dealerships allows them to pass on better deals to consumers.Your customers are now used to seeing cars online sold at MSRP and have plenty of options for no-haggle car buying. What does that mean for your independent dealership?What Pushes Customers to No-Haggle Car Buying?
Before we go into the specifics, we want to encourage you not to assume what experience your customers want. Some people never want to step into a dealership and prefer to handle a full transaction online. Some are expert negotiators hunting for a deal, and they can't wait to get in the showroom.For those customers who do want a no-haggle car buying experience, there are several reasons they may have this perception.The Dread of Negotiation
Negotiating a price at a car dealership has long been associated with stress, anxiety, and uncertainty. The prospect of haggling over every dollar can be daunting, leading some buyers to avoid the dealership altogether or seek out alternatives that offer a more transparent and streamlined purchasing process.Time and Energy Drain
The negotiation process at a car dealership can be time-consuming and mentally draining. Convenience is king, and many well-informed buyers enter the dealership knowing what a car should be worth, yet they fear going back and forth with sales representatives. As a result, they gravitate towards no-haggle car buying experiences that promise efficiency and simplicity.Mistrust and Skepticism
The traditional model of negotiating prices at a car dealership has also contributed to a perception of mistrust among consumers. As a matter of fact, more than three out of every five Americans has reported feeling taken advantage of at a car dealership. In an era where transparency and honesty are valued more than ever, buyers are highly sensitive to finding dealerships that prioritize integrity and fairness in their pricing practices.Strategies for Handling Budget-Conscious Buyers
Perhaps some buyer perceptions of dealerships are untrue. Even without offering no-haggle car buying, dealers can be invaluable resources and guides for their buyers. They can offer better deals, help with financing, and make the buying process smoother. If you’re an honest and helpful dealer, you should have no problem earning business.However, considering these shifting attitudes towards negotiation, it's essential for dealerships to adapt their approach to cater to budget-conscious buyers. Here are some effective strategies to consider:- Embrace No-Haggle Pricing: Don’t fight it! Maybe it’s right for your dealership to explore no-haggle car buying and emphasize its benefits, such as transparency, simplicity, and peace of mind. Especially if you’re selling from your website, some customers may prefer this option.
- Provide Transparent Pricing: Regardless of if you’re haggle-free or offering negotiation at your dealership, be upfront about the pricing of your vehicles, including any additional fees or charges. Avoid hidden costs and surprise expenses that could erode trust and credibility.
- Offer Value-Added Services: Showcase the value of your vehicles by highlighting features, benefits, and warranties that set them apart from the competition. Focus on the quality, reliability, and longevity of your products to justify their price tag. (A great way to show off these vehicles is with a walkaround video like the one below!)
- Educate Buyers: Yes, buyers are excellent at doing their research, but you may need to take the time to educate them about the factors that influence pricing, such as market demand, vehicle depreciation, and optional upgrades. Empower them to make informed decisions based on their individual needs and preferences.
- Personalize the Experience: Tailor your approach to each customer's unique circumstances and budgetary constraints. Listen attentively to their concerns and objectives and position yourself as a trusted adviser. No-haggle car buying is only one way to make the experience more transparent. You should be an expert in matching buyers’ personal preferences to a budget-friendly choice.
Demonstrating the Value of a Vehicle
In addition to addressing buyers' budgetary concerns, it's crucial to effectively communicate the value of your vehicles and prioritize clear communication. Regardless of whether someone is looking for a no-haggle car buying experience or an excellent deal, showing them the value is crucial to close a deal.Here are some strategies to showcase the value of a vehicle:- Highlight Key Features: Showcase the standout features and amenities of your vehicles, such as advanced safety technology, fuel efficiency, spacious interiors, and cutting-edge infotainment systems.
- Provide Test Drive Opportunities: Allow potential buyers to experience the performance and handling of your vehicles firsthand through test drives. Encourage them to explore different models and configurations to find the perfect fit for their lifestyle and preferences. You can even use software like Covideo to offer virtual test drives before they arrive.
- Offer Competitive Pricing: If you’re offering no-haggle car buying, there isn’t always wiggle room to beat the competition’s price. Position your vehicles competitively in the market while emphasizing their superior quality and value. Provide pricing incentives, discounts, and financing options to make your vehicles more accessible to budget-conscious buyers.
- Leverage Customer Reviews and Testimonials: Share positive reviews and testimonials from satisfied customers who had excellent experiences with your dealership and vehicles. Social proof can help build trust and confidence in your brand. We especially love testimonials in video form because they feel extra authentic!
- Provide Exceptional Customer Service: Customer service can make or break your dealership. As a matter of fact, Autotrader found that 54% of people would buy from the dealership that offered their preferred experience over the one that offered the lowest price. Build rapport, instill trust, and foster long-term relationships with your customers through attentive service and support.
More articles like this
SalesManaging Dealership Affordability Challenges: Why Are Cars So Expensive Now?
Customers are asking, "Why are cars so expensive now?" While dealers can't control the economy, they can make a strategy for handling financial objections with empathy.
Read more
SalesSelling Certified Pre-Owned vs Used Vehicles: A Guide for Dealerships
While the strategies for selling certified pre-owned vs. other used vehicles are very similar, CPO vehicles are in high demand and may soon face a shortage.
Read more
SalesAutomotive Lead Management: Strategies for a Faster, Higher-Quality Lead Response
When it comes to automotive lead management, both speed and quality matters! Here's how to strike the right balance and convert more leads to customers.
Read more00:00 / 00:00