The key to selling is personalisation. If a potential buyer feels like they are dealing with a computer or someone who couldn’t be bothered learning their name, they will go elsewhere. To maximise conversions, Motor Dealers need to personalise their sales and marketing process and connect with the buyer as much as possible.
Here are 5 Ways Motor Dealers Can Personalise Sales and Marketing.
1. Collect Customer Information
The only way that your dealership is going to be able to personalise sales and marketing is by collecting potential customers information and details.
When a potential customer attends your dealership, try to gain their name, email, primary phone number and what they are interested in. This way your dealership can tailor specific sales and marketing content for them in the future.
2. Understand Each Individual Contact
The key to personalisation is understanding each individual contact. If your dealership doesn’t understand the potential buyer and their needs, you won’t be able to personalise sales and marketing for them.
To create the best personalised sales and marketing content, it is important that your dealership learns as much about the potential buyer as possible. Find out what their budget range is, and what type of vehicles they are looking for, this way you can tailor specific marketing pieces to send to them that may perk their interest. The last thing your dealership wants is to send protective buyers’ information on vehicles that are either out of their price range or not what they are interested in.
3. Map out Your Content
Once you have your customers information collected and you understand what they are looking for, it is time to start mapping out your sales and marketing content. When mapping out content you need to strategically plan what type of content you are going to send prospects and at what time.
Timing is so important when it comes to sending sales and marketing material to prospective buyers. It has been found the best time to schedule dealership marketing is in weekly to fortnightly blocks. Try to avoid sending prospects different vehicles they can buy right away. Simple follow up emails and advice pieces are often good ways of breaking the ice with prospective buyers. Once a prospect conveys their interest start sending them options of vehicles you have.
4. Chat with Prospects in Real Time
As a Motor Dealer, the last thing you want to do is leave a potential customer waiting in the dark. If a prospect doesn’t receive a fast response from a seller, they will move on, so it is imperative that you act fast.
The best way to personalise your sales and marketing is to communicate with leads in real time by either via phone or live chat. Studies show that businesses that respond to leads in five minutes or less are 100x more likely to convert opportunities than those who delay. The faster you respond to prospects, the more likely you are to have them convert into a sale.
5. Send Personalised Campaigns / Proposals
This is the most important part! Once you have everything in order, start sending personalised campaigns to your prospects. When sending campaigns to prospects make sure you include the simple personalisation features like their first and last name etc. Refer to conversions that you may have had with them in the past, this will show them that they are not receiving your typical standard, mass marketing piece that was sent out to countless others.
Personalisation is the most important part of the sales process. To connect with car buyers, dealers need to personalise their sales and marketing as much as they possibly can. The 5 strategies mentioned above are a few great ways your dealership can personalise sales and marketing in 2022.
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EasyCars by Jeal is an Australian, web-based, dealer management system that automates the buying and selling of motor vehicles. Using the latest technologies, EasyCars removes frustrations experienced at the dealership and opens your doors for greater growth.
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