If your business is still open, you’re likely adjusting to new ways of working but if your showroom and physical forecourt are closed, you might have a bit more time to spend on managing your customer database and even building a pipeline of proposals for when things get back to normal. To help, we have created some top tips that you might find useful.
Contact customers who recently bought a vehicle from you
With lots of people now at home, more than before, you could spend time following up on those purchases made prior to lockdown. Did you know, nearly 1 in 4 people in the UK are key or essential workers so it might be that a vehicle you sold is still being used. Or, you could contact customers to explain how you’re operating your dealership just now – it sounds pretty basic, but some research found that 90% of customers expect a brand to tell them how they’re operating during the pandemic. Building customer loyalty now might help you see repeat purchases in future.
Support existing customers who are facing financial difficulty
During these uncertain times, in addition to supporting our valued partners, we’re also working hard to support our customers and have created a dedicated page on our website here. This page contains lots of useful content, including information about payment pauses and how to contact us. If a customer gets in touch with you to ask for advice about their finance agreement, please ask them to check this page. It’s important to note, different finance companies have adopted different policies, so you should only direct customers with a Close Brothers Motor Finance agreement here.
Follow up every enquiry
Online vehicle searches are increasing – probably to be expected as people have more time on their hands. Why not use this to your advantage? We previously posted tips about how to have the best digital forecourt <click here> so, assuming your website is still running, you’re likely getting a small number of enquiries. Make sure you quickly follow every one of those up. Be ready to talk about the car the potential customer has enquired about, any other stock you have that might be better suited, provide quotes and if a customer is interested in buying the vehicle, you can still propose - our quotes are valid for up to 30 days!
Get new leads!
Why not go back through your recent emails, phone conversation notes and any messages you had on Facebook or other social media channels to see if there are leads that you could follow up? There may also be some potential customers who you previously quoted for but did not follow through with in terms of selling a vehicle. Why not keep such leads warm by contacting them again to let them know you’re still here to help? Your proposal data is kept in Showroom for 90 days so use that to your advantage but do be aware of adhering to GDPR and ensuring you’re contacting people who were happy for you to do so.
Run a Key Worker campaign
Lots of businesses across the UK have prioritised key workers – whether that’s specific shopping hours in the supermarket, car rentals for £1 per day or free mobile data, you might decide you want to support keeping our key workers on the road – after all, many require a vehicle to get to work. If so, you could think about a discount, maybe a free tank of fuel or something else. You could promote the offer on your Facebook or other social media channels and on your website. Don’t forget to ensure you adhere to all financial promotion regulation – you can read more about that here <links to fin proms guide>
We hope you’ve found the above tips helpful. Running a business now is very different to what it was only a few months ago, but it’s the same for most business owners. Making sure you keep in contact with customers and leads is an important step that will help you capitalise upon opportunities when things return to normal.
Your dedicated Account Manager is available should you have any questions.
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