As the owner of an auto dealership, it’s your job to ensure your business is as successful as possible. That means finding new ways to bring in customers and keeping the ones you already have coming back for more. Here are six strategies you can use to accomplish both of those goals.
1. Develop a Strong Online Presence
These days, potential customers are doing most of their research about businesses online before they ever step foot in a store. So, if your dealership doesn’t have a strong online presence, you’re already at a disadvantage. Ensure your website is up-to-date, informative, and easy to navigate.
You should also have active social media accounts that you’re using to engage with potential and current customers. Develop a content strategy, post regularly, and respond promptly to any comments or questions. No matter how great your physical location may be, if customers can’t find you online, they won’t think twice about going to a competitor.
2. Offer Multiple Financing Options
Not everyone has enough cash on hand to buy a new car outright, so offering multiple financing options can open up your customer base and make the purchasing process easier for them. Partner with multiple banks and credit unions to offer a range of options, and ensure your sales staff is knowledgeable about all available choices.
You can also offer in-house financing for customers with less-than-perfect credit. This can make them feel valued and allow them to improve their credit score by making timely payments on their car loan. If you offer a variety of financing options, customers won’t have to shop around for the best deal.
3. Invest in a Quality Inventory
Having a variety of vehicles in your inventory is crucial, as different customers will have different needs and preferences. Make sure you have a range of makes and models and new and used options. You can also offer specialty vehicles; for example, if you have a high demand for trucks in your area, consider investing in several options for potential customers to choose from. Offering high-quality open-car trailers can also be a valuable addition, as they’re often in demand for automotive transport and racing events.
No matter what inventory you have, all vehicles must be well-maintained and in excellent condition. Investing in regular maintenance and keeping up with any necessary repairs will keep current customers happy and make your dealership more appealing to potential ones.
4. Personalize the Customer Experience
Customers value personalization in today’s age of online shopping and impersonal transactions. Train your sales staff to ask open-ended questions and actively listen to a customer’s needs and preferences. This will allow them to better guide the individual toward the right vehicle for their lifestyle and budget.
You can also personalize the experience by sending follow-up emails or letters thanking customers for their business and offering specials or discounts on related products and services, such as car detailing or oil changes.
5. Train Your Sales staff
Your sales staff is the face of your dealership, so they must be well-trained and able to provide potential customers with the information they need to make a purchase decision. They should also be friendly and personable so that customers feel comfortable working with them.
In addition to training your inventory and financing options, educate your sales staff on current industry trends and technology changes to better advise customers. Regularly scheduled team meetings or training keep everyone up-to-date and provide a space for open communication about any issues that may arise during the purchasing process.
6. Stay Up-to-Date on Industry Changes
The automotive industry is always changing, so you must stay up-to-date on the latest news and trends. This way, you’ll be able to adjust your inventory and marketing strategies accordingly to ensure that you are always meeting your customers’ needs.
Subscribe to industry newsletters, attend conferences, and follow key players on social media. This will help you stay ahead of the competition and provide valuable information for your sales staff to share with potential customers. You can also offer test drives or demonstrations of new technology, such as electric vehicles or advanced safety features, to stay current and attract modern car buyers.
Customers are the lifeblood of any auto dealership, so it is important to find ways to attract them and keep them coming back for more. By developing a strong online presence, offering incentives, training your sales staff, stocking popular models, staying up-to-date on industry changes, and providing excellent customer service. So, implement these strategies and watch your business thrive.