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How to Stop Losing Deals to Cross-Shoppers

In today’s ultra-competitive car market, cross-shopping is the norm—not the exception. Shoppers are no longer loyal to a single brand or even a specific type of vehicle. Instead, they bounce between makes, models, body styles, and even entirely different powertrains (gas vs. electric), comparing every angle before making a decision.

If you’re a sales manager or dealer principal, this behavior isn’t just a trend—it’s your biggest obstacle to closing deals.

Here’s how to stop losing those deals, starting now.

The Cross-Shopper’s Mindset

Before we fix the problem, we have to understand it.

Cross-shoppers are empowered, research-driven, and digitally fluent. They know how to gather data—but more importantly, they know how to use it against you. When they walk into your showroom or submit a lead, they already have a mental shortlist of competitors—and they expect you to defend your vehicle against those competitors in real time.

That means one thing: you need to be prepared to compare. Not just on price, but on features, performance, value, and reputation.

The Problem with the Typical Pitch

Most dealerships still lean on brand familiarity and general product knowledge. Your salespeople may know your vehicles inside and out, but they struggle when the customer brings up a competing model—especially one they don’t stock.

This creates a vulnerability. If your team can’t speak confidently about the other guy’s product, then you’ve already lost the deal. Even worse, when customers go home to "think about it," they’re often going to the competitor who did have that answer.

Solution: Take Back Control with Head-to-Head Comparisons

This is where Advanta-STAR comes in. We arm your salespeople with accurate, real-time, side-by-side comparisons between your vehicles and every competing model your customer might be considering.

These comparisons are easy to read, third-party validated, and designed to help your vehicle win. It’s like handing your team a tool that instantly boosts their product knowledge—without requiring them to memorize specs for dozens of competitors.

Here’s what that means for your store:

• Close More Deals: When a customer says, “I’m also looking at the [competitor],” your salesperson can instantly flip to a professional comparison that shows why your model is the better choice.

• Faster Decisions: The clearer the information, the faster a shopper can feel confident making a purchase. Cross-shoppers are looking for certainty. Our comparisons give it to them.

• Higher Gross: When customers understand the value and advantages of your vehicle, you don’t have to discount just to stay in the game.

Real Results from Real Dealers

Dealerships that use Advanta-STAR aren’t guessing—they’re winning. Sales managers report smoother closes, fewer “be-backs,” and better performance from both seasoned pros and new hires. Why? Because their team finally has the answers cross-shoppers are looking for.

One store reported a 27% increase in close rates on shoppers who initially mentioned a competing model. Another saw gross profits increase after their team stopped defaulting to price cuts just to stay competitive.

Ready to Compete—and Win?

Cross-shoppers aren’t going away. But with the right tools, they don’t have to be a threat. In fact, they can become some of your most loyal, confident buyers—if you help them make the right decision.

Advanta-STAR helps you do just that.

If you're tired of watching deals walk out the door—or worse, go to a competitor across town—it’s time to arm your team with the competitive edge they need.

Let’s stop losing deals to cross-shoppers. Let’s start winning them.

👉 Learn more about Advanta-STAR’s vehicle comparison tools