What makes a successful motor dealership? Many think the be all and end all is selling great cars at an affordable price, but in reality, there is so much more to it.
Sure, selling great cars at the best possible price is vitally important. But that’s only half the battle won. The other half of is providing great customer service. If your dealership doesn’t provide welcoming customer service, you could be losing out to the competition.
EasyCars has put together the top strategies your dealership can use to improve customer service at your dealership.
Let’s get started.
1. Simplify your sales process
Buying a car is a daunting experience! Recent studies show 52% of car buyers feel anxiety when looking to purchase a car. You need to make the sales process as fast and easy as possible. Put yourself in a potential customers shoes, they often have a million different things in their head. Will they get the best price? Is the car the best fit for them? Can they afford the car? Your sales process should make customers feel comfortable and confident in a purchase.
People are busier than they have ever been before, you need to make sure that what you are showing them is worth their time, the last thing potential customers want to be do is waste time. From time of identification to time of purchase this should be as quick as you can possibly make it.
2. Offer Free Car History and PPSR Reports
The number 1 concern for all car buyers is the fear of buying a lemon. Let’s face it, we have all heard the unfortunate stories of customers buying a car with issues. Only recently Equifax has released data highlighting 3 in every 100 cars had their odometers rolled back and further more 1 in 25 cars has been written off. Customers read these stories and are frightened at the thought of this happening to them.
To make customers feel confident when purchasing a car the best service is to offer Free Car History & PPSR reports. The benefit of providing free car history & PPSR reports shows potential customers that you have their best interests at mind and you are serious about their investment. Something as simple as providing free reports can be all the difference in customers buying their next car with you or with a competitor.
3. Provide Advice to your customers
Most of us haven’t decided on what car we want to buy when we go into a dealership. Sure, we have a relative idea but the last thing that car buyers want is having someone push them into buying a particular model they aren’t completely sold on. Educating potential customers on the different cars you have available in your yard can go a long way to easing their anxiety. Give them your opinion, even show them what others are saying about the car to reinforce your views.
4. Show what past customers are saying
72% of customers won't take any buying actions until they have read a business’s reviews. When investing large amounts of money on a new car customers want to be sure they are buying with the right dealership. They want to see what you have done for others.
A great way to provide exceptional customer service is by showing potential customers or directing them to an area where they can read about what you have done for past customers. Customers will feel a lot safer buying with a dealership that has a proven track record than those who don’t.
5. Follow up with customers after time of purchase
Let’s face it, the majority of dealers have no contact with a customer after the time of purchase. A great way to provide the best customer service is by following up with customers a few weeks or months after the time of purchase to seeing how the customer feels about their purchase.
A simple call or email shows customers that you are looking out for them. In the follow up you can even ask customers to leave a review of the buying experience.
As many dealerships shift to online, customer experience should never wane. It has been proven that customers will not choose a dealership who doesn’t provide a simple, easy, and welcoming buying experience. Providing exceptional customer service is the best way to attract and retain customers.
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EasyCars by Jeal is a simple and adaptable dealer management system that automates all the tasks involved with running a motor dealership in Australia.
Get stock management, Automated Advertising, Government Compliance, Business reporting, Integrated accounting, website integration and so much more in one central platform – everything you need to run a successful motor dealership.
With over 38 years’ experience creating custom solutions for dealers around Australia we understand your vision.
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