It’s a challenging and unprecedented time for not only dealerships, but for the entire motor industry. While physical showrooms and forecourts remain closed, there are more people at home, searching for their new vehicle than ever before, so it's important that you embrace technology in order to offer your customers the usual high levels of service. Here are our top tips on how you can bolster your digital offering.
Bring your forecourt to customers’ homes
Despite recent events, people are still searching online for vehicles, particularly used ones. While they value the insight and expertise from dealers on the forecourt, they also spend more time at home looking at new vehicles. That’s been the case for some time, but in the current environment that trend is of course accelerated. This could actually be a positive for dealers, who can use their online footprint – whether through a website or social media channels – to reach a huge amount of people that wouldn’t have otherwise visited a dealership.
Currently, it’s only possible for customers to physically attend your forecourt or showroom via click and collect services. In future, there may also be times when customers aren’t able to visit your premises, so they may prefer to apply for finance remotely from wherever is most convenient to them. Our Remote Quote and Apply functionality within our Showroom proposal platform allows for just that, so it’s a convenient feature for both you and your customers, and something that your business can definitely benefit from. For more information or to start using Remote Quote and Apply, have a read of our handy article here.
Highlight dealer insight digitally
What starts as research into price and model will often spiral into a detailed look at finance options, extras, mileage, and supply alternatives. Consumers are also increasingly aware of the value they can get for their money, rather than just being concerned about price alone. Although there are many sources for this level of detail, they still rely on the advice of dealers to decipher it all – just virtually. Dealers need to highlight the knowledge they have on the website and social channels now more than ever. Tips, comments, guides, and advice is a great way to engage with current and future customers.
Tune into social
More and more people are turning to social media to engage with businesses – of all sizes. Having a social presence can help to get more eyes on your forecourt. But, if you’re using it, you need to have a consistent presence. If possible, have just one person that updates your social media to ensure consistency. Another benefit to social media is that you can advertise to specific geographical areas and target audiences with certain stock, allowing you to reach a wider audience.
Reviews are important – the good and even the bad. It’s the first step to giving your customers the chance to share feedback, and to build their trust in your brand. Feedback can be shared directly with you via a webform or an email address if you have one, and publicly via social media or review websites and forums. While the thought of reviews, particularly the public ones might fill you with concern, they can be incredibly powerful – especially when they're positive. But on the off chance that you get a negative review, reply in a measured, courteous way, and do your utmost to rectify the issue as soon as possible.
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