RVBusiness, July/August 2018
When Deciding Between Dealerships What Do You Value Most How Could a Dealership Gain Your Loyalty for Future Purchases J U L Y A U G U S T 2 0 1 8 RVBusiness 23 the time to nurture the customer relationship educate them on all their options and help them zero in on a specific RV that would fulfill their wants and needs Today however not only have 336 of the respondents done their own online research but a combined 57 also have polled the RVing community by asking the opinions of other campers 25 on social media 188 or in online discussion forums 131 Todays customers are ready to buy now and as mentioned earlier if they dont get a response immediately they move on to the next dealer Its a hard thing to wrap your mind around because these consumers are engaging with you as a dealership long before you ever know who they are Edwards said Thats just a really a different way of selling Its why being online having a good website advertising having social media all of that is so important because thats how these consumers are getting the first impression of you Its all happening online and theyve already made their mind once they walk through the door Another survey result worth noting was the overwhelming percentage 437 of people who said price was the most determining factor in making their purchase decision In fact it was nearly double the second most factor which was floorplan at 23 Edwards agreed it was surprising that condition 128 type 77 manufacturer 53 and amenities 24 werent higher on the results and said it points back to how many buyers are new to the lifestyle When you look at RV ownership 40 of people in our surveys said they have never owned an RV before Theyre really interested in just getting into the market so maybe they are focused on their budget she said If its their second or third RV theyre starting to get a little bit pickier about amenities because theyve figured out what they love and what they dont actually need But at the end of the day its the budget thats driving the bottom line Another insight Edwards noted is that consumers dont appear to be loyal to a particular brand or manufacturer Instead theyre much more interested in price type and to a lesser extent amenities They know what they want to do with their unit and they know how much they can spend but they dont really care what brand name is on the back of their unit Edwards pointed out We all really wish they were brand loyal right Thatd be great Everybody wants a brand loyal buyer They want somebody who comes How Long Do You Research Before You Buy When Deciding On Your Next RV What Do You Use to Conduct Research
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