What if a Word Could Help You Make a Sale?

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CDK Global's Language of Closers research pinpoints the most powerful words to use by vehicle type

HOFFMAN ESTATES, Ill., – December 14, 2016 – Dealers looking for the magic word to describe cars on their vehicle description pages may now have the answer they’ve been seeking. In the third installment of CDK Global’s Language of Closers research, CDK sought to understand what words are most likely to convert customers by vehicle type.

"Jargon isn’t helping convert potential customers," said Jason Kessler, lead data scientist at CDK Global. "We identified clear differences in the words resonating most for SUV shoppers compared with people looking for a sedan. In this latest analysis, we also found words associated with emotion or feeling, such as family or luxury, rated higher for converting customers on some vehicle types."

Top performing words by vehicle type include:

SUV: Room, Price, Family

Sedan: Passing, Climate, Comfort

Mid-Size Sedan: Luxury, Expensive, Impressed

Truck: Trailer, Towing, Reliable

"Dealers can make tiny adjustments to the words they use and reap the benefits," continued Kessler. "Customers will better understand the features of their potential next car and hopefully develop and emotional connection to their purchase. It’s win for the customer and the dealer, when you use the right words."

To learn more about The Language of Closers, visit http://www.cdkglobal.com/closers.

About CDK Global
With more than $2 billion in revenues, CDK Global (Nasdaq: CDK) is a leading global provider of integrated information technology and digital marketing solutions to the automotive retail and adjacent industries. Focused on evolving the automotive retail experience, CDK Global provides solutions to dealers in more than 100 countries around the world, serving more than 27,000 retail locations and most automotive manufacturers. CDK’s solutions automate and integrate all parts of the dealership and buying process from targeted digital advertising and marketing campaigns to the sale, financing, insuring, parts supply, repair and maintenance of vehicles. Visit www.cdkglobal.com.

Media Contact:
Kyle Donash