Recent world events have led to many people wondering if they even need a car. High gas prices have pushed the need for more fuel-efficient vehicles, including electric cars. However, the surge in RV travelers has pushed the need for vehicles with towing power. Shortages are affecting all industries and people are getting more selective with the vehicles they purchase. Your business may be getting affected and in order to rev up your sales game, consider these tips for your dealership.
Boost Your Social Media Presence
To be relevant in today’s competitive markets, you have to be getting yourself as much exposure as possible. You need a deliberate marketing strategy in place to get your business name into the thoughts of new customers, clients, and opportunities. Up your presence online by using social media.
Properly managed, social media can provide you with an army of effective marketers. If a client feels you’ve treated them well, they may share that information. If they feel you’ve slighted them, they will share that information. The beauty of the tools that social media sites are presenting to businesses like yours, is that they provide you with quick analysis into customer insights. Make a page for each location. Link them together by linking to a centralized website for your dealership.
Boosting your social media presence can be as simple as posting every day. Put someone in charge of making a post daily for your website. You can offer deals. Post employee recognition. Post new car shipments, awards, inspiration, and post about everything you can think of. Target topics to hone in on what customers really like and want out of your business. Let your business find its own voice when it comes to company values and branding. Hone in on problem areas. Make changes quickly and deliberately when it comes to things that disagree with your company standards.
For example, if your sales team is demonstrating a traditional view of women’s roles in the company, consider some sensitivity training so you don’t end up setting a bad example and precedent for your business. Social media can quickly turn into a full-time position when you consider all the possibilities in ways to branch your name out there. Even the smallest of businesses can benefit from a bit of national social media exposure.
Take a webinar on social media training if you’re not in a position to hire a social media manager. Do be aware that you can hire a part-time social media manager, especially when it comes time to post images on Instagram and other photo-specific platforms.
If you have updated your facility or changed up your logo and marketing tools, it’s time to focus on social media. Likes and shares can do a lot to bring shoppers to your web page and your lot. Take special care with your web page if you offer financing and an online application; consider data breach insurance to avoid risks to you and your clients.
Expand Your Offerings With a Shipping Service
Many Baby Boomers are paring down their homes and looking for their dream cars. With careful analysis of trends and datasets that your business is showing you, you expand your dealership’s services to unique and profitable areas within the industry. If you can offer car shipping to those looking for the vehicles they’ve always wanted, you can quickly serve their needs with a skilled, efficient shipper.
If you have a client looking for a car with a specific tow package or that third row for those with many children to transport, your ability to serve will grow exponentially. You may find your business expanding with the ability to order desired, reliable, high-demand vehicles, and store them. If you’re able to store these assets across multiple locations nationwide, you can find yourself with huge orders for vehicles from families, businesses, and shoppers of all types.
A car shipping company is how you are going to deliver your vehicles. A reliable one is going to make for a fantastic partnership. The more bulk orders you send, the greater the discounts for your enterprise. Long-term partnerships can lead to savings in times of gas shortages or busy seasons.
Consider setting up a profile tool on your website when you sign up with a car shipper. Let your clients tell you exactly what they need for their daily driver, their tow vehicle, their student car, or that wonderful classic. You don’t have to offer your clients the world, but if you can deliver it in a timely fashion, you can sell them the car that suits their needs.
Once you have a relationship established with a quality, dependable car transport service, consider offering coming attractions. If there’s a car club in your area, invite them out for coffee and donuts and show them what’s available in your area and what you can have at your business in a short amount of time. Cars are more than transportation. With a car shipper on your team, you can sell dreams.
Increase Your Financing Options
Many people have suffered financial hardships since 2020. If at all possible, consider upgrading your financing options to provide folks who are rebuilding the chance to pay on their schedule. For example, you may be able to accept partial payments every two weeks so they can pay their car payment on payday. You can offer a higher interest loan based on income rather than credit rating.
Another option that could distinguish your business is to offer in-store financing on repairs. Too many citizens are struggling to rebuild savings. In the event that their car suffers a serious mechanical problem, your ability to accept a down payment for parts and finance the labor expense could build a great deal of loyalty. When their financial situation has improved and they’re ready for a new car, your business will be top of mind.
Both your website and your office will need to be set up to accept payments; folks working their way back from the ragged edge may really struggle to make their payments early. Do make sure that your front desk has access to a secure site for storing cash, such as a floor safe.
Offer Repair Options
If your facility doesn’t have the space for repairs, make sure that you contract with a quality mechanic who can serve your clients for the long term. You will need a mechanic who can
- check out your trade-ins
- handle your warranty repairs
- support clients who have purchased used vehicles from your business
In a world of chain stores and restaurants, car dealerships have the chance to improve their brand with every service they offer. Having multiple options for repairs is as impactful as having many ways to finance a vehicle. Many citizens of this country have to have a car to make an income, care for their families and get through the week. Your support options will do a great deal to building a loyal client base.
Offering repair options can lend your company a lot of credibilities when it comes to winning over referrals. Many people don’t have time or resources to waste when it comes to diagnosing car issues, performing general maintenance, and finding, selecting, and hiring mechanics they can trust. By becoming a trusted source for all of a customer’s vehicle needs, you become the one face they see and depend on. Use this to your advantage by offering incredible service and asking for referrals.
Consider a Concierge Service
Many folks need to drop their car off for maintenance and head to work. Consider offering a concierge service to transport these folks to the office and pick them up after the maintenance or repairs are taken care of. This driver doesn’t have to be a full-time employee; in fact, you may be able to find a part-time driver who can provide this support as a supplement to their retirement.
If concierge services aren’t an option for you right now, do make sure that your clients have a spot to sit and wait for an Uber or Lyft to get them to work. Some clients may be willing to wait for their vehicle to be done. In such cases, provide coffee, seating, and perhaps a snack machine. Consider also providing free wi-fi for folks who need to do some work while they wait for their car.
Your dealership can sell new or certified pre-owned cars. You can have a flag or simply handle used vehicles as you get them. Selling a top-quality used car to someone who really needs it could be one of the best advertising tools you never need to pay for. Each connection with your clients can increase your name in the marketplace.
Be smart when it comes to your online tools. It’s very easy to offer automated assistance options, making your website available 24 hours a day to potential buyers. Offer tools like pre-screened background checks and price calculators. Get people to spend time on your website by keeping it interesting, yet simple to use.
Never quit your marketing campaigns across all online sectors from social media to backlink profile building. Make yourself marketable to wider groups of potential customers. You could be the backbone that a bigger company depends on.
You can build partnerships with other businesses that can jettison your dealership in terms of sales. Now is not time to start revving down the engine. You need to come up with innovative ways of getting your business on track and regain a competitive edge in the industry.
