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How many times have you found yourself perusing recommended products from Amazon well into the late-night hours? Or calling a business long after closing to leave a message so you won’t have to wait on hold the next day. Better yet, have you opted for a website chat to get information or troubleshoot a problem instead of calling or going to an actual brick-and-mortar store? The internet has vastly changed how we interact with businesses. After all, you can buy a car without ever talking to another human! So, in this digital age of “I know what I want, and I want it now,” how can dealerships be open for business when everyone has gone home for the day? Here are three ways you can improve communication and customer experience while driving dealership success.
Start with the CRM
Customer Relationship Management (CRM) systems existed long before the actual software was created. They usually required a well-organized salesperson and binders upon binders of customer details. Fortunately, today most dealerships utilize a CRM system that organizes customer data, tracks interactions, and even automates communication processes.
By segmenting leads based on their preferences and behavior, dealerships can tailor their marketing efforts and follow-up strategies accordingly. Automated email campaigns, personalized messages, and targeted promotions can keep leads (and even past customers) engaged and move them closer to a sale—even when the dealership is closed. Overall, investing in a comprehensive CRM system helps dealerships build lasting relationships with customers and maximize their sales opportunities around the clock.
Leverage Technology
Car dealerships can maximize prospective and current client interactions through various methods, even when closed. First, investing in an engaging online presence is a must. Dealerships should maintain active social media profiles, regularly posting engaging content, showcasing their inventory, and responding promptly to inquiries. Additionally, having a user-friendly website with comprehensive information about available vehicles, financing options, and contact details can keep potential customers engaged outside of business hours. Implementing live chat support or chatbots on the website can further facilitate immediate assistance and capture leads even when the dealership is closed.
Second, consider implementing emerging technology solutions like virtual reality or augmented reality on your website or mobile application. Both can offer a more immersive experience for customers browsing vehicles remotely. Additionally, by offering virtual showroom tours or interactive demonstrations of specific car features, dealerships can simulate the in-person experience and generate excitement among potential buyers. Integrating these technologies enables customers to explore vehicles (and your dealership) at their convenience, making it easier to maintain interest and drive conversions outside of regular business hours.
Prioritize Customer Interactions
Unsure where to upgrade your after-hours availability? Don’t worry. While a CRM, website live chat, and virtual showroom tool offer great ways to improve the customer experience without turning the lights on, you can determine (and prioritize) what will work best for your dealership. So, before signing a contract with a new software or outsourced service, take a step back and consider how your customers prefer to interact with you. From the website to email, floor ups to the service bay—and everything in between—your people are interacting with current and prospective clients all day long. But which channels convert best?
Consider vehicle purchases in the past 30, 60, or even 90 days. What are the lead sources for most of these sales? If the majority start out as internet leads, consider offering an after-hours live chat service on your website. Similarly, if a good portion calls into the dealership first, an answering service could be another way to capture more potential customers for those calls that come in after closing or on Sundays.
Remember, your customers are people—just like you! They read product reviews, watch videos on products they are interested in, and choose whether to email, call, or chat based on whatever sense of urgency they may be feeling. The best way to make sure you’re available when they need you is to provide options. They’ll pick whichever option they like best. But if the only option they have is to wait until 9:00 a.m. on Monday, you may never get a chance to talk with them again.
This article originally appeared in the May/June 2024 issue of Fixed Ops Magazine.
About the Author:
Andrea Oelschlager is an Account Executive for Customer Traac®, an automotive call center and BDC that helps dealerships across the country improve performance and profitability. With over 25 years of experience with Customer Traac, her background includes just about every role within the sales team, from manager to assistant. Her vast industry and solution knowledge and skills help her match dealerships with the services they need to reach business goals.