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"People don't just walk up to a dealership and pick out a new car." - Google Automotive ZMOT Study.
Are you sure Google?
There are loyal consumers that will choose your dealership for their next car purchase and they are possibly in your service drive right now. These consumers are truly in a different ZMOT category and deserve a conversation!
If you prefer, you can avoid them and wait for ZMOT to prove itself right. Let them go to 18.2 different sources for information and then finally pick your dealership out of the 1.3 dealerships that they will visit to purchase a vehicle.
But why would you do that when you can have a conversation with your customer to guide them back to your dealership all over again before Google tells them what to do.
What am I talking about?
It's simple. You potentially see thousands of consumers visiting your service department each month. You simply need to find a way to engage these consumers in conversation that is targeted to their place in the ownership cycle. Google Zero Moment of Truth (ZMOT) is a case study of consumer behavior in that focuses on the process of researching and finally making a decision to purchase a vehicle. That first moment of truth (FMOT) happens after collecting information and working through a decision process that inevitably brings consumers to a dealership.
What if the consumers are already at your dealership, but you do not know?
Most dealerships, focused on retention, have these consumers consistently coming back to their service drives every 60-120 days. Don't be afraid to embrace the conversation you can have with your consumers by engaging in ownership information sharing that will help sell a service contract, maintenance plan or vehicle.
Try it out, its simple!
Hi <MR./MRS. CUSTOMER>, I’m <YOUR NAME>.
I work here at the dealership. Do you mind if I call you <CUSTOMER FIRST NAME>?
As a service to our customers, we like to make sure you understand exactly where you are in your time and mileage on your <VEHICLE DESCRIPTION>. Do you have a minute? Great!
....... to continue
You will be surprised what comes of a simple conversation without involving the power of Google and the Internet. A simple conversation about a factory warranty expiring or their current position with their lender will, in no doubt, lead to the next sales conversation.
The problem is, you are at <VEHICLE MILEAGE> and <MILES TILL EXPIRED> miles from now the manufacturer is no longer going to consider your vehicle an insurable risk so they are putting that exposure on you.
<CUSTOMER FIRST NAME>, we have a couple of options to alleviate that exposure for you.
Don't let ZMOT hold back your sales operation! There is no such thing as ZMOT 2.0!
Engage your next service drive consumer with a targeted conversation. Those dealers that are willing to take the service drive challenge are able to break the ZMOT case study theory. They will hold their sales and service teams accountable to a process that will improve consumer satisfaction and drive additional revenue before the ownership cycle calls for a typical purchase or a trade.