Captar Leads in sectors where the purchase decision is complex, long and expensive – like that of the car – implies much more than bid well in ADS goal. During your participation in Next Conversion 2025, Ares SebastiàResponsible for Digital Marketing of Grup Lesseps, He shared a presentation full of real learning on how Seat and Cupra.
Laura, the invisible client
Sebastià started with a story that shaped his entire talk: Laura, a potential 42 -year -old client, creative, looking for a car for your day to day. He does not want them to sell him, he does not want insistent calls, or generic emails. He just wants them to understand her.
The focus of the talk revolved around how to understand the trip of a person like Laura, since he detects a need until he makes a purchase decision. A trip full of curves, uncertainties and contact points that, if they are not managed with precision and empathy, can be lost in the noise of generic campaigns.
Under this premise, Ares renovated how Laura starts her Buyer's Journey Long before entering the concessionaire: a search on Google, a comment from a friend, an instagram advertisement … and many times, although the announcement has been seen, The click does not arrive.
Because?
Ares Sebastià, during his presentation
Funnel curves: understand decisions, not only optimize campaigns
One of the questions that Sebastià launched strongly among the attendees: What if they have already seen us but have not chosen us?
For Ares, the challenge is in Identify what we are not doing well And how to improve the performance of our campaigns Without burn budget. To do this, he defended a more qualitative measurement of the multichannel impact and an approach focused on helping, not only to push the conversion. At this point, he shared concrete actions applied by group Lesseps for Reduce friction in the consideration phase: Web models comparators, video content to generate trust, and a clear approach to added value beyond the price.
Decisions are not made alone
Another of the key axes was the role of External influences: couples, friends, family … and of course, the commercial advisor. Ares highlighted the need for make the client feel controlproviding clear information, comparable options and an intuitive digital environment. But he also recalled that the sale is emotional.
Although the client has all the data, If an emotional connection is not generated, there will be no sale.
In this sense, he reported how seemingly small details – as not having certain documents ready or not being prepared for driving test – can ruin the entire process.
From Lead to the community: sell experiences, no products
An especially powerful part of the presentation was his vision of The sale as an experience. Instead of closing the process at the time of conversion, he defended an approach centered on the lifestyle associated with the brand. He put as an example the work with Cupra, where the buyer becomes part of the Tribe couprawith access to events, tournaments or concerts, thus reinforcing brand identity and loyalty.
Loyalty: the real kpi
“Profitability is in the after -sales”Ares sentenced. And it is not a minor phrase. For her, one of the biggest mistakes made by brands is to disconnect from the customer after sale. In this sense, he recommended simple but effective actions such as sending an email of monitoring or congratulating the client for the anniversary of his purchase. “It costs nothing, and makes a difference”he stressed.
He also talked about the use of AI as an ally for automation, but with a clear warning: Be careful with dehumanizing communication. Customers value efficiency, yes, but above all empathy.
What if Laura doesn't buy?
As a closure, he launched an honest and necessary reflection: “And if after all, Laura doesn't buy?” It can happen, and it's fine. The important thing is that, although there is no immediate conversion, the relationship is alive.
Because maybe Laura returns, Recommend Or simply remember the brand for how they treated her.
«He reminded us, sure. Because? Because we have respected their times. We have spoken the same language as her, we have given her the services she needed, we have been by her and we have been giving her a really satisfactory accompaniment, but she has not bought. Now you will say that there is no profitability here, that I do not buy here, how bad. The key in the automotive sector is to keep that relationship alive. And we really work with the average purchase time of a car, which can really get to three months.
That is why for us it is super important to know at all times at which stage that person is and how we will be able to give him the best service. Marketing does not end when the sale of a car is signed or when a conversion is made: Marketing is how you apply those strategies so you can keep the relationship with that client alive, ”he ended.
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