Buying a new vehicle is an exciting experience––or at least it should be. Most would agree they enjoy the pleasure of choosing their favorite model, picking out colors, adding accessories, and driving their new vehicle off the lot. But that’s not usually all there is to it, unfortunately.
Regardless of why a customer is calling, it’s important to remember that what they’re really in the market for is an outstanding customer experience. If they feel valued and respected during every interaction with your dealership––including while on hold––they will be far more likely to reward you with their business.
In today’s saturated market it’s more difficult than ever to stand apart. That’s why, beyond vehicle sales or service, you should be selling unparalleled customer experience (CX). Gain a key differentiator over your competition with a few CX basics. Here’s a quick look at what nailing it looks like––and what to avoid.
Looking at your website through the eyes of prospective customers can be a real eye-opener. Instead of thinking of your website primarily as a tool for selling, turn it into an indispensable research resource for your customers.
Any sales or service professional knows the importance of a flawless first impression. Eliminating data silos in favor of a smart, integrated approach can upgrade that first interaction from “Hi, how can I help you today?” to “Hi, Bill, let’s test drive that F-150 Platinum you’re interested in” or “Hi, Diane, do you want to book your next service appointment at your usual time on Monday morning?”
Community involvement has always shown a strong correlation with successful businesses. A study published in Strategic Management Journal found that philanthropy was associated with increased sales growth.
Every individual is unique, and your marketing should be too. Using third-party data is a very cost-effective way to make your marketing campaigns more timely, relevant and customized—all of which returns a higher response rate and ROI.
As front-end gross margins continue their decline, savvy dealers must rely on fixed ops for future revenue growth. But you can’t expect growth doing business the same old way.