Virtually every client coming through the showroom doors has their smartphone in hand. They check email and social media accounts immediately when a message notification appears and browse the web whenever there’s a spare minute. There’s no question; technology has impacted the sales process.
Despite the consumer’s trend towards an online approach, many dealerships still use paper as their main media. In an industry where more than 17.5 million vehicles are sold each year 1 – a number that’s on the rise – wouldn’t it make sense to communicate with clients in the method they want?Empty the Glove Box
After a client buys a vehicle, they are sent home with reams of paper. Printed contracts, vehicle service agreements, and insurance contracts, plus much more. Seldom, if ever, will these forms be read again. Think about this: the average American spends approximately 90 minutes per day on their cell phone. Why not put their vehicle information in front of their eyes by sending it to them through a dealership mobile application?Send Sales Materials Digitally
According to Think With Google, the typical car buyer only visits a dealership twice before making the decision to purchase 2. Make the best impression possible with the time available to the customer. On the first visit, if the customer does not make a purchase decision, avoid putting a printed sales brochure in their hands. Instead, send the sales information to their inbox, along with the dealership’s contact information.Get Out of the Box
Dare to be different than the rest of the dealerships nearby. Find one thing that will capture the attention of prospective buyers, so they choose your dealership over the others.
A Youtube channel is a good start, but there’s so much more that can be done with videos. There are services offered by photographers and videographers that take it a step further. 360-degree videos can enhance the car shopping experience exponentially. Several videos can be taken of each model – from the driver’s seat, under the hood, and an all-around view of the exterior. It’s a value-added service that could turn the tides in your favor. A smartphone app or an email campaign can provide great exposure and in-depth information to your dealership. The point being, think about what your clients are doing and what other dealerships aren’t.