Give Dealership Professionals the Tools They Need to Succeed

You’ve worked hard to ensure you have the best professionals in the business working at your dealership, so it makes sense that you’ll continue working hard to give them the edge they need when it comes to connecting with shoppers, creating relationships, and boosting sales.  But things move quickly in today’s marketplace, and tools are continuously being updated.  Consumers are in a rush to complete transactions, they show up at your dealership more informed than ever, and your professionals are under pressure to stay up-to-date and informed, as well as find new ways to engage and level with shoppers.

As we kick off this month, we’re focusing on ways you can help level the playing field for every professional at your dealership, and first and foremost, that involves building solid relationships and interacting with consumers in a way that allows you to gauge and meet specific needs.  Today’s shoppers are looking for seamless transactions throughout their automotive buyer journeys, and by striving to provide positive experiences, you’ll earn a reputation for being a dealership that’s easy to work with and cares about shopper needs.  Solid consumer relationships built on trust will be the cornerstone for success in today’s busy and ever-changing marketplace.

Building Relationships to Build Sales 

Today’s shoppers want to build relationships with the brands they select.  Shoppers are finding their online voices and speaking out regarding what they’re looking for, how they want to shop, and what types of businesses appeal to them.  This is great news for your dealership, because now you have access to consumer insights that can help guide you toward enhancing the shopper experience in a meaningful way.  By building relationships and having social conversations with potential shoppers, your dealership will be able to thrive and grow in the marketplace.

Removing Shopper Pain Points

Successful dealerships strive to remove shopper pain points and understand consumer motivators, and with the insights and connections that are now available, this is more achievable than ever.  This month, we’ll take a closer look at the tools, tricks, and behaviors that will help your dealership pros level the playing field and shine in the eyes of shoppers.  No matter how dealerships arrive at the goal, the mission stays the same: create meaningful consumer relationships that result in trust, shopper loyalty, and increased business:

• Get to know your demographic.  By being able to identify specific consumer groups and deliver what they’re asking for in a car-buying experience, you’ll gain credibility and a reputation for being a dealership that’s in tune with shopper needs.  Take an in-depth look at various shopper groups like millennials, Gen X, Gen Z, Hispanic shoppers, and more—and you’ll be able to determine marketplace needs, as well as deliver a top-notch shopping experience.

• Stay up to date with technology.  Like all shoppers, auto shoppers are on the lookout for the latest technology, both in-vehicle and with regard to the way your dealership does business.  When you stay abreast of the latest updates, gadgets, and apps available to shoppers, you’ll be able to share more; and when you’re in-the-know and on top of tech, shoppers will continue to look to you for the latest insights.

• Utilize the technology that’s available to you.  Shoppers arrive at your dealership with more information than ever about vehicles, and often they feel like they already know what they want.  When you arm your dealership pros with technology that helps them meet consumers where they are in their buying journeys, you’ll be giving your employees a valuable edge that will help them boost the dealership’s bottom line.

• Identify your super-advocates and enlist their help.  Your advocates are consumers who are excited about sharing your dealership with others.  They are your biggest fans and your loudest proponents, and they want to spread positive news about what’s going on with your dealership.  When you interact with them and give them your time, they’ll be more than willing to share your updates with their social circles.

• Tell great stories with micro-moments that resonate.  Storytelling sticks with consumers because, more than straightforward advertising, it strives for a personal connection.  By creating meaningful micro-moments, you’ll be infusing personality into your brand, making it memorable and more appealing.  Much more than sales pitches, stories allow consumers to connect with who you are and what you do.

It won’t take long for consumers to notice your dedication, and they’ll come to see your dealership as a reliable partner and a great place to do business.  By utilizing all the tools in your arsenal to help build stronger relationships, you’ll win shopper trust and succeed in leveling the playing field as your professionals work to make sales.  It’s important to keep in mind shoppers are looking to build connections with your dealership.  When you remain focused on creating meaningful consumer interactions, you’ll see your dealership propelled toward success in the marketplace.