As a car dealership, your primary goal is to sell cars. However, selling cars is not just about showcasing them at your dealership and waiting for customers to walk in.
To make customers happy and increase the chances of a sale, you need to make a great impression before they even visit your dealership. This is incredibly important, and very possible in todays online world.
Here are some ways to achieve this:
Give Them an Amazing Online Experience
The first touchpoint for most customers is your website or online/social presence. To make a great impression, your website/socials should be visually appealing, easy to navigate, and mobile-friendly.
Use high-quality photos and videos of your cars and dealership to give customers a glimpse of what to expect. Additionally, create a user-friendly online buying process that's easy to follow.
It is important to remove the friction between the buyer, and the sale. This starts online.
Share Your Dealership Culture
Humans buy from humans, not corporations that offer no emotional advantage/pull.
Customers want to know who they are buying from. Therefore, share your dealership culture and values online. Let customers know what sets you apart from other dealerships and what they can expect when they visit.
This doesn't mean "Lowest rates and largest inventory." Nearly every dealership says this, so what truly makes you unique?
Share customer testimonials and reviews to build trust and show that you care about customer satisfaction.
Personalize the Experience
During the sales/online process, personalize the customer's experience. Take the time to understand their needs and preferences, and tailor your offerings accordingly. Make recommendations based on their preferences and budget, and go above and beyond to provide excellent customer service.
Online, setting up automated messages that include your customers first name and other personal details is also another great way to add subtle value to the lead.
If your dealership hasn't added this to your automatic facebook messenger response, please do this. It takes a few minutes to set up, and can make a positive impact in every online interaction.
Provide a Positive Sales Experience
The sales process can be stressful for customers, so it's important to make it as positive as possible. Make sure your sales staff is friendly, knowledgeable, and helpful. Be transparent about pricing and financing options, and provide clear explanations of the buying process. Additionally, provide a comfortable and welcoming environment that puts customers at ease.
Highlighting these areas online is key as well. Walk the customer through how your dealership operates, and what value adds they can expect.
Making customers happy before they visit your dealership can increase the chances of a sale and build long-term customer relationships.
By giving them an amazing online experience, sharing your dealership culture, personalizing the experience, and providing a positive sales experience, you can create a memorable and positive impression that customers will remember.
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