Car ownership has moved up in the ladder of top priorities among families and single individuals in the past century. More than social status, the ability to drive a personal car allows for long-distance travel, safety, and convenience that are otherwise not readily available when riding public transport.
Interest in owning cars has increased at the height of the coronavirus pandemic. People grew more concerned with health and safety than the financial aspect of paying for a car mortgage and maintenance.
However, buys are keen on getting the bang for their buck. Many American households are struggling to keep expenses low and their income at a decent level. Still, it is an undeniable fact that driving a private car is the most preferred method of transport today than ever before. Here are tips to consider if you are looking to drive more sales into your car dealership.
1. Make It Personal
Owning a car is a personal decision. Prospects will come to a turning point wherein driving their vehicle is the right thing to do. It could be a family transition, a job relocation, or a recent incident that happened on public transportation.
Asking a potential buyer’s reason for owning a car is an effective way to get personal. It gives you, as the dealer, a brief glimpse of their priorities and capacity to pay. Buyers feel comfortable knowing that you are not after making a sale.
2. Know What You Are Selling
What sets an effective automotive marketer apart from others is his desire to do due diligence at work. It pays to know everything about the product that you are selling, including trivial information that not everyone knows about.
Knowledge allows you to provide an honest review of a particular car model. For example, you’re pushing to sell for a Kia Niro. It’s a hybrid car that not many people may know about. You need to know all the nooks and crannies of this car to make a convincing sales pitch to your target market.
As a marketer, you want your clients to feel good about their purchase. If you want to make a sale, appeal to the emotions. However, remember that logic justifies the purpose of the purchase.
Understand not only your product but also the target market. When you do, there is no need for hard selling. Your client and the product would be like a match made in heaven.
3. Stop Trying to Convert People
There is no room for hard selling in the 21st century. People are not interested in products or services being sold desperately by ineffective marketers. Engagement is key. Prospects are more likely to buy from sellers with whom they have established a good connection. It is all about relationships.
Stop trying to convince people that they need your product. The ideal customer will stay interested in the product regardless of the season. The challenge is to form the right relationships at the right time. This takes time but the rewards are worth it for the long term.
4. Follow the BANT Technique
BANT stands for budget, authority, need, and timeline. It is a long-standing marketing strategy that is proven effective in car dealerships. When you are meeting with a prospect, it is crucial to know these elements before you try to sell them anything.
Budget is a crucial factor in buying a car. Most potential owners would have made brief research about the particular make they are targeting. However, there are a few others who are completely clueless.
Provide a full quotation but also give them easy and affordable payment terms if they are not looking to do spot cash. Discuss why there are add-on expenses like chattel services and insurance and how much they should allot regularly.
Next, know the person who has the authority to decide on the purchase. It could be the husband, the parent, or a son or a daughter buying for their old folks. They are who you should be negotiating with.
5. Offer Unique Incentives
Sales incentives, no matter how big or small, matter a lot to buyers. It has become customary for dealers to offer incentives not only to attract buyers but also to improve the overall customer experience.
Aside from an extended warranty period, you can also provide add-on services such as tire and wheel trade-in or free change oil. Gift certificates are common welcome incentives.
You can provide vouchers for reconditioning services. This is a more practical approach if you are targeting business owners or busy parents.
6. Utilize All Communication Channels
Maximize every opportunity to reach out to your target market. Train your sales team to practice excellent communication skills.
Email marketing remains one of the most effective strategies to convert leads into actual sales. Cold calling can bring in favorable results if you have a healthy list of leads.
Send emails and make phone calls daily. Share information such as how-to’s, and car and engine reviews. Doing so sets you as an authority in the field.
7. Streamline Processes Between Dealers and Agents
The challenge in car dealerships is that processes can get segmented across different branches. This gives a negative precedent to the brand but something that can be mitigated early on.
Streamlining processes within the umbrella organization makes it easier for dealerships to communicate with agents and customers. CRM tools enhance efficiency and increase productivity.
Mobility is an important aspect of dealerships. Agents should have the capability to Over time, this leads to a less stressful work environment for agents and better retention rates among customers.
Final Words
The need to drive a car should be your primary motive of selling. It would be an odd marketing strategy to capitalize on the idea of cars as a luxury, although it might work for avid car enthusiasts and collectors. Aim for practicality and best buy.
Discuss your client’s financing options. Nowadays, banks and private car dealerships offer attractive schemes that are hard to resist. Unfortunately, not everyone is prepared to pay for their mortgage for five full years, especially if there are other major expenses in the family.
Factors that could affect a person’s ability to pay within a certain timeline are employment, lifestyle, and health among others. It is important to openly discuss these matters so they can make a decision they will enjoy.
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