If you are in the automobile business, you must be aware of the significance of building a healthy sales pipeline to boost your sales. Buying a vehicle is an emotional decision for most customers. As a dealership, you must be able to allay all their fears and give them the confidence that they are making the right decision.
As the owner of such a business, there are several strategies you can adopt to generate leads and convert them. Let us look at six of these to ensure your business is full of prospects.
Create a Fantastic Team
When you run a business that deals with customers day in and day out, the only way to successful sales is through a great team. After all, they are the ones who meet the customers, hear their requirements, and offer real value at every touchpoint. At a car dealership, your salesperson will do everything to see that the deal goes through before handing over the keys.
If you are hiring a new team, you may want to dig deeper and understand how involved a person is when dealing with customers. Hire a team that does not shy away from goals and gets excited when given challenges. Finally, hire salespeople who can empathise with customers and offer them something they need instead of pushing because they want to sell more.
Give the Correct Information
As mentioned earlier, buying a car is an important decision for most customers. For instance, a person buying their first car is often nervous and excited. A family planning to get an additional vehicle will often rethink because they are concerned about the financial burden. Customers will visit showrooms only to inquire about cars, understand the features and, at best, take a test drive.
Make sure you have ample content for customers who walk into your dealership. It could help you get their contact details. Some of the things that you can utilise are brochures, flags, flyers, and pamphlets. Think about common pain points or concerns while drafting these. For instance, they may want to know the ways to finance a car or maintain the vehicle. By offering this information, you can show that you are committed to delivering value.
Create Useful Content
When you own a car dealership, you have the biggest advantage – you are selling a lucrative product. There is a lot you can do with respect to content for your marketing collateral. Work with an established photographer who can take high-quality shots of your cars. Work with a content writer who knows the technicalities of automobiles and can help customers with their queries.
You can also try pairing salespeople with certain cars, so they are well-versed with the ins and outs. Make sure their pitch focuses on features and how your dealership is different from the rest. Most customers would have already done their primary research, so it is essential that your salespeople know about the features well enough to answer all their questions.
Start a Referral Program
When buying a car, customers prefer to ask their peers and friends and consider their opinions. It gives them the confidence to purchase something that involves a significant capital investment.
Not just models, people also prefer to go with dealers who gave a smooth sales experience to their previous customers. You may not have imagined it, but word-of-mouth can help you get a substantial number of customers. Starting a referral program will help you capitalise on such opportunities and create a win-win situation for everyone involved.
Sponsor Events
To market your dealership, you can sponsor local events to get your brand on event canopies and inflatables. You can also get a spot on other marketing collateral such as car decals, flags, brochures, etc.
If you step out, you will encounter several such events in your local area. Select the ones that resonate with your brand and attract customers. For instance, you can sponsor local sports competitions or events, parades, and charity events.
Connect With Old Prospects
Running a car dealership also means seeing several deals going kaput at the last moment. Some customers will drop the idea of buying a car, while others will opt to wait for a better model.
Make sure to track such leads and re-engage with them to see if they have changed their mind. If you see even a little interest, you can try to pique it by offering discounts or additional services if they purchase a car from you.
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