Simple tips that can make a big difference.
The COVID-19 pandemic has changed the ways in which we operate our businesses, and the automotive industry is no exception. With stay-at-home orders ranging from full-fledged lockdowns to businesses closing, we’ve all had to adapt and much of this meant moving more online. As things began to open up, it was apparent that operations would never be 100 per cent the same, and that isn’t necessarily a bad thing.
As new car dealers, we need to take a look at how online practices have improved and adapted, to ensure we are offering potential clients a user-friendly experience to continue to increase sales and overall customer satisfaction.
The number one website priority is to update content, as protocols change for your businesses. Though some are shopping online for their vehicles, many still want to come down to your showroom and it’s important to be inherently clear about protocols to ensure the health and safety of staff and consumers.
All relevant information should be prominently displayed and easy to find — consumers shouldn’t have to dig through your website to find out that health and safety is your number one priority.
All protocols and content should comply with directives from particular OEMs. Every brand is different in their processes, and it is important that each dealership be aligned with their parent brand — but they also must communicate more specifically about what’s being done at their specific location.
This is also the space to look for new opportunities to connect with customers and create engagement around COVID-19 initiatives. Highlight what you are doing to bring a safe and exceptional shopping experience to your customers, both online and offline.
Digital retail isn’t a new experience, but the automotive industry is behind in tapping into its full potential. Customers used to use the website as a preliminary research tool, with the intent of going to the showroom to actually shop.
But something the pandemic has shown us is that we can give shoppers a true car buying experience online, and that’s something that all dealerships should strive for. We don’t want to discourage consumers from entering the showroom; however, giving them options for the best experience possible is always our main goal.
Though some are shopping online for their vehicles, many still want to come down to your showroom and it’s important to be inherently clear about protocols to ensure the health and safety of staff and consumers.
Make sure your digital retail tools are updated with accurate pricing, current inventory, with up-to-date photos (video too!) and offers, as well as a fully enabled purchase and delivery process.
Train your staff on how to manage digital retailing and effectively manage the leads it generates. Put procedures in place to facilitate virtual test drives, as well as safe and easy vehicle delivery.
Social media is another important part of sales and marketing these days, with digital buyer leads being an important key to dealerships. Social media allows dealerships to connect with customers, and significantly influences which dealerships they shop at.
Facebook is one of the many great ways that dealerships can connect with prospective customers. But consumers are still looking for that personal touch. When answering Facebook messages, it is important to answer as quickly as possible, as consumers are still looking to talk to a real person.
If you don’t have the resources, it’s always possible to set up a bot, which can help you filter your customer’s needs and send them on to the right contact person.
Instagram continues to be another great social platform to connect with customers. The features on Instagram represent plenty of opportunity for your auto dealership, as it allows you to post photos, videos, stories, and longer format videos (IGTV).
As Instagram is purely visual, with little room for much writer information, it’s a way for dealerships to tell a story in a more personal way and allows a great connection for potential customers.
There are a myriad of online tools and solutions to connect with customers effectively and authentically. But one thing is for sure, change is no longer coming — it’s here. So it’s best to adapt as best you can, as we continue to strive for offering the best possible customer service experience to our wide variety of clientele.
