Tips for Creating a Stress-Free Car Buying Experience

By: David Boice, CEO and Co-Founder of Team Velocity

Buying a car is one of the biggest financial commitments people can make, yet the process often comes with a lot of stress. Car shopping can feel overwhelming for many Americans, whether it’s the fear of overspending, pushy sales tactics, or the worry of making the wrong decision. The good news is that the dealership team can make it possible for consumers to walk into a dealership with confidence, informed and ready to make the best choice for themselves.

Understanding Car Buying Anxiety

One of the biggest reasons people feel anxious when buying a car is the variety of options. It can feel like they are supposed to know exactly what you want once you walk through the door. The range of cars, trim levels, features, financing options, and warranties can make car buyers feel like they are losing control. Add in the fear of making a bad decision or being influenced by high-pressure sales tactics, and it’s easy to understand why people get stressed in the process.

The pressure to negotiate quickly and sometimes agree to terms they don’t fully understand often leads to consumers paying out of their price range or making financial decisions they regret. This combination of factors is enough to make anyone hesitate before stepping into a dealership.

But it doesn’t have to be this way. While consumer anxiousness throughout the car buying process isn’t inevitable, dealers can do these five things to give their customers confidence and more control over the process:

1. Provide Pre-Approval for Financing: Knowing what you can afford before you ever set foot in a dealership removes a lot of uncertainty. Dealers can provide customers with online financing tools that will not impact their credit scores. Getting pre-approved online gives consumers a clear budget and helps the sales team avoid offering pricier models that aren’t right for them.
2. Stick to the Customer’s Budget: Whether a consumer is pre-approved or not, if they come in with a set budget ahead of time, the sales team should avoid talking them into cars outside their price range. When consumers walk into the dealership knowing their financial limits and what terms work for them, the sales team should stay away from unnecessary upgrades or more expensive models. Stick to what you know they can afford and be open in negotiations.
3. Clear Trade-In Values: If a consumer plans to trade in their current vehicle, it’s important to give them the tools to know its value before arriving at the dealership. Dealers can provide several online tools to help estimate how much their trade-in is worth. Armed with this information, the consumer can come in ready to negotiate and with a better understanding of their financial situation.
4. Provide Clear Websites for Consumer Research: Consumers should not wait until they’re on the lot to start thinking about which car is right for them. Give consumers a streamlined website that allows them to compare different models, read reviews, and determine what best suits their needs, whether a compact car or an SUV. This way, consumers are not overwhelmed by too many choices when they get to the dealership.
5. Ensure Your Website Showcases Availability and Transparent Pricing: In order to properly ensure consumers can see what cars are available, dealerships must make sure their websites are up to date with available cars with correct pricing and fees. Make sure your dealer’s site is updated to reflect inventory and can allow consumers to compare transparent prices before they go. That way, they won’t be disappointed if the car they had their heart set on is out of stock or out of their price range. Make available tools to help car buyers see their personalized, estimated monthly payments so there are no surprises when it’s time to finance.

The Power of Preparation

When consumers arrive at the dealership knowing their financing status, the trade-in value of their current car, and the price of the model they want, it will enable the dealer sales team to handle negotiations more confidently. You’ll know how much the car should cost, have competing offers in mind, and the customer will be much less likely to overpay.

Accessible preparation tools help reduce car-buying anxiety. It eliminates the customer's fear of making a poor decision or getting taken advantage of by sales tactics. Preparation always allows you to make decisions based on solid facts and clear goals, with little room for second-guessing or regret.

Consumer Still Feeling Anxious? Offer Remote Car Buying

Walking into dealerships still makes some consumers feel uneasy. Fortunately, there is an alternative that dealers can provide — remote car buying. Offering a complete online purchasing experience, from car shoppers selecting their vehicle to financing to home delivery, allows them to skip the trip altogether.

Car buying doesn’t have to be overwhelming. Dealerships that provide the right tools can turn the process into a stress-free experience, and consumers can confidently drive away in the car that’s right for them.

About the Author: David Boice

Self-made and innovative, David is a pioneer in auto industry technology. Throughout his impressive career, he has owned numerous companies in the automotive, tech, RV, marine and real estate sectors. Boice co-founded two of the largest tech and consulting companies (AutoMark and CyberCar) in the automotive trade, with an enterprise value of $200 million. He co-founded his first technology company, AutoMark, with his father at 22, selling in 2000 as part of one of the largest technology transactions in the automotive industry. In 2008, he broke through a challenging economy and co-founded Team Velocity, a leading marketing technology provider serving the automotive industry.

About Team Velocity

Team Velocity is a leading automotive technology company that uses Apollo, an all-inclusive Customer Experience Platform (CXP) that digitizes the car buying and vehicle ownership experience. It empowers thousands of dealers nationwide to sell, service and retain more consumers with intelligent marketing technology that connects the entire customer journey from initial engagement, to a final transaction.