Sell More and Stress Less With Intelligent Marketing

Times change. Not everything that worked for businesses 5 or 10 years ago is going to work as well in today’s evolving marketplace. This is true for merchandising techniques, sales pitches, and customer service practices.  And it’s absolutely true when it comes to marketing strategies.

The mindset and knowledge base of consumers is always changing, and in recent years, there’s been a shift toward a more personal and customized experience.  Shoppers expect businesses to know exactly what it is they need and what they want to purchase, and at the same time, they want experiences that are created just for them.  In the past, it would have been impossible for dealerships to ascertain exactly what customers were looking for; let alone what makes and models they’d been shopping, whether they were in an equity situation, or even if they’d been shopping the competition.  But as technology has progressed, so have the capabilities of sales teams—and this means they now have access to an immense amount of consumer data that can help them make even more sales.

While dealerships have long leaned into the hope-and-spray marketing method to make sales, modern technology and intelligent marketing tools offer much more efficient and effective ways to target shoppers.  Instead of wasting time and money on generalized marketing efforts in an attempt to appeal to everyone—or at the very least, someone—dealerships can now utilize valuable data to target specific shoppers who are already interested in purchasing vehicles from them.

Good-Bye, Mass Marketing

The hope-and-spray method of marketing is widely recognized as mass marketing. By using this method, businesses essentially saturate the marketplace with product information and advertising, with the goal of reaching as many potential buyers as possible.  It’s all about getting their messages out in bulk, commonly via flyers, brochures, or TV commercials.  The dealership hope-and-spray method also pulls cold calling into play and places sales teams in the position of reaching out to consumers who may or may not be in the market for new vehicles.

While dealerships have long leaned on mass marketing to achieve sales, there’s now a better way.  Today’s intelligent marketing options offer a more efficient and targeted approach, allowing them to use data-driven insights to target specific consumers whose interests line up with products and services being offered.  For your dealership, this means having more precise access to your target market and knowing exactly who is in market and when shoppers are ready to buy.

Successful dealerships are turning to platforms like AutoAlert’s ProfileFuze to help them reach in-market customers and deliver specific insights such as makes and models being shopped, information about previous dealership interactions, and even whether or not customers are in equity situations with their current vehicles.  All of these pieces of data are valuable when it comes to better targeting customers and offering them exactly what they’re looking for.

By focusing on consumer behaviors and utilizing the data that’s available within their CRMs, dealerships are able to save marketing money they otherwise would have spent on widespread, untargeted campaigns.  Rather than spending an extraordinary amount of money to reach a broad audience that may or may not be ready to buy, dealerships are able to utilize the power of data to guide them toward the best in-market opportunities.

Personalize the Experience

By leveraging data that’s readily available, dealerships are also able to personalize the buying experience, making it more memorable—and likely repeatable—for shoppers.  When you’re able to show shoppers you are in tune with their needs and expectations in the marketplace, you’ll have a better chance of bringing them back to you for future transactions.  Especially when dealing with a large purchase, like a vehicle, shoppers want to know you’ve taken the time to get to know them and that you’re willing to go out of your way to offer them an impactful, positive experience.

Data can help you do all that.  By using the tools that are available to modern dealerships and ensuring everyone on your dealership team is onboard with new processes, you’ll be able to reach exactly the right audience at exactly the right time, ensuring you make more sales.  By implementing a data-driven marketing plan, you’ll be able to more effectively and efficiently reach customers who are ready to buy, and you’ll have the insights to get them the products and services they need.

While mass marketing allows everyone within your reach to be able to see your marketing content, it’s a shot in the dark compared to the laser focus you can get by using data to target in-market shoppers.  When you are able to see exactly what your customers want, does it really make sense to sit back and guess?

No matter the products or services they are shopping for, customers today are looking for more personalized experiences. If they feel they are receiving one-on-one attention—and if they feel a dealership is truly speaking to their unique needs—shoppers will be more likely to stick around and follow through by purchasing or scheduling services.

By saying good-bye to the hope-and-spray marketing techniques of the past, you’ll end up being able to provide your customers with more relevant and meaningful solutions.  When you tap into the power of data, you’ll gain valuable insights that will help you get to know shoppers, in turn positioning you to earn their trust and gain more long-term loyalty.

Customer expectations are continuously evolving, and for businesses, it’s a matter of keeping up or getting passed by as shoppers look for opportunities that meet their needs in the most efficient and affordable ways.  Dealerships are seeing the changes that have been brought on by technology as they see less foot traffic in their dealerships, yet still sell vehicles to consumers who are more educated about what they’re buying.  Now, more than ever, it’s essential to meet shoppers’ expectations in order to stay on top of your game and succeed in a crowded and fast-paced marketplace.

Technology, the Catalyst for Change

Although traffic in your dealership may seem to be lighter, cars are selling.  That’s because customers arrive at your dealership already well-versed in the vehicles they’re interested in.  In fact, the average car shopper today spends about 11 hours online researching vehicles—and only about 3.5 hours offline, and that includes trips to dealers.

Add to these stats the fact customers expect your sales staff to be more knowledgeable about vehicles than they’ve ever been in the past, and you’ve got a pretty good picture of how technology has changed the consumer experience.  The amount of information that is available to customers, and the speed at which it can be accessed, has raised shopper expectations exponentially—and at the same time, it’s given you even less face time with shoppers to make sales happen.

Providing the Ultimate Dealership Experience

The number one thing customers expect today is personalization. Once shoppers have chosen your dealership, they want to feel like the entire experience is being tailored specifically to them. Keep in mind their need for quick responses and even quicker access to information, and you end up with a pretty good picture of today’s shoppers.  The key to giving them the personalized experiences they desire—and bringing them back to your dealership for repeat visits—is excellent internal communication that will allow you to offer a seamless and pleasant shopping experience.

Dealerships are turning to technology to help them give customers the immediacy and accuracy they’re looking for.  AutoAlert’s powerful tools, including ProfileFuze and Pando are helping dealers both pinpoint in-market opportunities and streamline their in-house communication to improve workflow and productivity, resulting in ideal buying situations for more shoppers.

Imagine knowing not only what makes and models your customers are shopping, but also what frequency they’ve been searching and even if they’re in equity situations with their current vehicles.  It would completely change the conversations you have with customers if you had access to insights like previous interactions they’d had with your dealership or even social connections they might have with your employees.  Having all this information at your fingertips is invaluable, and it makes it easier to help shoppers find the right vehicles.  That’s the benefit of having technology like ProfileFuze on your side. And in the end, when you’re able to quickly help shoppers find what they need, you’ll be giving them the personalized feeling they’re looking for.

Shoppers Want Communication Options

In addition to a personalized experience, shoppers want options when it comes to how and when they are able to contact you.  In a marketplace that’s always “on,” consumers are accustomed to being able to contact individuals and businesses at any time of day—and in a variety of ways—and in return, they’re used to getting timely responses.  When it comes to your dealership, shoppers want the same conveniences, and they’re looking for self-service, digital, and social means of interacting.

While the phone remains at the top of the communication list of ways to communicate due to the personalized interaction it offers, there are now other forms of communication that are well-received because of their efficiency.   Focus on your social platforms, website, and email campaigns to reach shoppers who gravitate toward digital forms of communication—and maintain a solid, reliable presence on each of these so customers can come to expect your regular interaction.

However you decide to communicate—and whichever platforms you choose—it’s vital you also focus on your internal communication in order to show shoppers your dealership offers an experience that can’t be beat.  Seamless communication is the key to providing the best experience possible, because when your entire team works together, your customers will notice the difference.  This is where platforms like Pando come in.  Designed specifically to meet dealership communication challenges, you can ensure everyone is updated in real time and able to connect instantly to meet customer needs.

Listening and responsiveness are also key components throughout your customer interactions.  Keep in mind today’s consumers are eager to share their thoughts and opinions about brands, and when you show you’re paying attention to what they’re saying, you’ll gain their respect.  Be open to feedback, both in person and via your online platforms, and respond quickly to questions, conversations, and suggestions.  Your attentiveness and ability to communicate via a variety of channels will pay off in the long run as consumers turn their loyalty to you.

Bring the experience full-circle for customers by staying in contact and checking in with them once they’ve purchased vehicles from you.  Everything from post-purchase calls to ensure they are satisfied to calls to remind them about upcoming maintenance is a way to stay in contact and remind customers you are a dealership that’s committed to offering an exceptional experience.  Shoppers will appreciate the follow-up, and you’ll stay front of mind by staying in touch.

Although technology and tools may change, communication will always be an important part of any business interaction.  When you work to understand the ways your customers are communicating and adopt new technology to help you communicate and interact, you’ll reach even more shoppers, and you’ll expand your presence in the marketplace.  Believe it or not, great communication is the key to attracting and retaining more consumers, as well as making more sales.

Communication and engagement go together like biscuits and gravy, like macaroni and cheese, like bacon and eggs. Most of the time, it’s pretty hard to have one without the other. (Who wants a dry biscuit anyway?) Now that everyone is hungry, it’s time to take a look at the many ways communication is at work in your dealership and how you can use it to boost employee engagement, in turn, boosting performance, improving profitability, and increasing customer loyalty.

“All that from communication?” you may ask. The answer is yes, and here’s why.

Communication Is Contagious

Communication is not only a skill; it’s an art form. It is something that requires practice and coaching, but when it is done effectively throughout an organization, its impact can create a contagious culture of trust, loyalty, and positivity. Great communication serves as a catalyst to employee engagement because of its ability to unify and connect everyone, as well as keep everyone on the same page and working toward similar goals. In a nutshell, communication is powerful stuff.

Once you get everyone moving in the same direction with communication, you’ll start to see all-around improvements in your dealership environment. If your business could use a boost in engagement and a cultural makeover, take a peek at some of the great ways you can work to improve your internal communication:

• Define communication. If everyone on your staff were asked to give their ideas regarding the concept of successful communication, you would end up with enough ideas to fill a shopping cart. That’s why it’s important to start by defining what communication means to you and everyone in your dealership before moving forward and implementing a new plan. If your dealership is looking at new technology like AutoAlert’s Pando to help you streamline communication and engage your entire team, it’s a great idea to share that early and get employees excited about the possibilities.

• Begin at the top. Start by defining high-level dealership goals and ideals so employees have a marker they can use to gauge their levels of success when it comes to communicating and interacting within their changing culture. By outlining the overall business expectations first, you’ll be setting up a framework for the tone of all employee communication. If employees understand the dealership’s goals for communication, it will be easier for them to understand how to implement communication strategies for specific departments and between individuals.

• Set an example. Employees will gain confidence and be more willing to exercise their growing communication skills when they dealership leaders demonstrating great communication in action. Since communication is a skill that requires practice, individuals will be likely to join in and participate in the changes happening throughout the dealership when you provide a solid example for them to follow.  Especially if new technology is involved, it’s important to frequently utilize the tools you’ve invested in and encourage your employees to do the same.Your communication style is something employees can look to when the time comes for their own professional interactions.
• Encourage interaction. Once you’ve introduced an improved communication style for your dealership, follow through by encouraging increased interaction between all employees. Employees who are able to comfortably interact with each other will be able to de-escalate conflicts in the workplace and work through day-to-day issues more effectively. This is another skill that requires practice, so when employees come to you with issues that need to be solved, encourage them to work together as supportive team members to find solutions that benefit the dealership. Your guidance will help reassure them they are, indeed, strong communicators.
• Plan your content. Much like the content you plan for your consumers, you should focus on delivering information to your employees in relevant and compelling ways. Be sure you clearly present the goals of your content when you communicate to employees—whether via email, group meeting, or one-on-one touch base. It’s important they understand the message you are delivering and the intent behind your communication. When you get to know your audience and focus on the intended outcome of your communication, employees will be more engaged.

Great communicators have a gift. Everyone reading this can likely call to mind someone who has made an impression as a gifted communicator. Most of us, however, have to work to improve in the area of sharing and interacting with others—not only so that we are able to get our own ideas across, but also so that others feel comfortable sharing their ideas with us.

If you are working toward becoming a better sharer, a better communicator, a better teller of your dealership story—then you are on your way to engaging a group of advocates that will also be willing to share your brand. Communication and engagement work together, and when your employees feel included and knowledgeable about what’s going on with the business, they’ll be excited to share great things about your dealership with their online social circles. The way you communicate directly affects your dealership’s success, and when you make the decision to improve the way your entire dealership shares information, you’ll be making the decision to improve engagement, enhance customer service, increase brand recognition, and rev up your sales. Communication truly IS contagious, and when your dealership catches it, you’ll be well on your way to greater success.

When you think of all the things that go into making your dealership a success, communication ranks at the top of the list. In fact, without good communication—both inside the dealership and with your customer base—you’ll likely suffer unnecessary losses in sales, employees, and customers. And while it’s one of the most integral pieces to your success, great communication can also be one of the most difficult things to achieve. Why? Because your dealership is a complicated machine with many constantly-moving parts, and that makes it tough to ensure everyone stays on the same page.

The goal of any great businessperson is to communicate well with those in our professional circles, however, it’s common for everyday issues to get in the way of delivering clear, concise messages to everyone who should receive them. George Bernard Shaw once said, “The single biggest problem with communication is the illusion that it has taken place.”

Communication is a fluid thing, meaning it is constantly in motion, so when it comes to your dealership, it’s important to ensure everyone understands what is being shared. If employees are expected to share dealership news, specials, and messages with customers, it’s imperative you ensure they first have a complete understanding of exactly the message you want to convey.  If not, it’s likely incorrect information will get passed along, resulting in possible misunderstandings between customers and employees. 21% of communicators admit to using too much jargon, also making it difficult for customers to understand. Part of sharing information with customers is ensuring they understand the words and ways you explain to them, avoiding any misunderstandings.

Your employees and customers look to you as the authority when it comes to information regarding your dealership. It’s a tough job, but when you create a pattern of clear and open communication between yourself and your employees, as well as your dealership and your customer base, you’ll notice happier employees, more content customers, and a stronger bottom line that is the result of the trust you are building. Consider the following reasons for focusing on communication as a skill throughout your dealership:

Communication builds trust. One of the most important things for your employees and customers is trust, and good communication is the foundation of trust. 71% of customers stated that they bought their vehicle because they trusted and respected the salesperson. By communicating openly and honestly about what’s going on throughout the dealership, you’ll be cultivating a culture of trust for your employees and your customers—something that will keep everyone coming back for more. Hopefully, you’ll get to share good news more often than not, but even when the news is unpleasant, be forthright and honest, as this will continue to build trust for your dealership.

Communication encourages performance. Communication is an important factor for many reasons, but one of the most important is the fact that it drives performance. Productivity increases 20-25% in organizations that have connected employees and communication channels that make it easier to connect with one another. When your employees feel included and part of the dealership team, they’ll want the responsibility of ensuring the dealership succeeds. They’ll take more pride in their work and strive to do their best, with the interests of the business in mind. Be sure to show a genuine interest in ensuring every employee is included in dealership meetings so that everyone is aware of potential changes and updates.

Communication reinforces team unity. When you ensure everyone gets dealership updates and information, you’ll create a sense of unity. Everyone feels a part of the same team when they are included in information downloads, process updates, and weekly wrap-ups. If you don’t already, make a habit of gathering all employees for brief meetings to update them regarding dealership news. You’ll be opening communication channels and creating a sense of equality by involving every professional on your team, and when everyone feels included, they’ll be motivated to share positive news with potential customers.

Good communication kills bad communication. Gossip, secrets, and back-stabbing—all the ingredients you need to cook up a workplace disaster. You can quickly wipe out these ugly types of communication simply by empowering your employees with real, honest-to-goodness information and up-to-date news about what’s going on in the dealership. Cut misinformation off with straightforward communication, and your employees will thank you for it. In exchange, you’ll have a staff of professionals who are eager to share the great things that are happening throughout the dealership with customers, with their social circles, and with other employees. You will have to worry less about the negative when you focus on implementing more positive communication.

Think about the ways you currently communicate throughout your dealership and then consider ways to improve upon the tools you have. If you have an antiquated system, or if several employees are frequently left out of the loop because they don’t have individual dealership email accounts, it’s time to consider upgrading to newer technology that will facilitate better communication for ALL your employees. The expense will be more than worth the cost you would be paying in disengaged employees and potential turnover due to poor communication. Technology, like AutoAlert’s Pando, offers solutions that are tailored specifically for the challenging and multi-faceted dealership environment, and by taking advantage, you’ll ensure you don’t get left behind in today’s fast-paced marketplace.

Start improving your communication today and ensure everyone’s in the loop by implementing these 3 super-easy steps:

1. Introduce it.Let employees in on the dealership’s newly-improved communication process. Change can be shocking for many, and it’s a good idea to have a meeting to get employees on board and let everyone know how things will look in an open-communication culture. Give examples of exactly what your new style will look like so everyone will be prepared for a more connected environment.
2. Practice it.As a leader, be sure you not only show employees examples of great communication in action, but you also give them plenty of opportunities to practice sharing and communicating—with each other and with customers. Great communication is a skill, and as with any skill, it improves with practice.
3. Reward it.Be on the lookout for employees who are doing an outstanding job of communicating and call them out for their excellent skills. When someone does a great job explaining a product or service to a customer—or using new technology—let everyone know about it. Others will be quick to catch on when they see the positive reinforcement given to their peers.

Once everyone’s on the same page, your dealership will reap the rewards. Achieving communication success is critical to developing improved relationships, both internally with employees and throughout the community with potential customers. Remember, just as with any skill, it takes practice in order to master effective communication, so continue to focus on the skills you’ve put into play and look for new and engaging ways to encourage others to connect and communicate. By continuously seeking improvement and motivating others to improve their skills, you’ll be creating positive habits that will reinforce the culture of trust you are building.

Take Control of Your Dealership’s Communication

If you want to capture the attention of shoppers in today’s market, communication should be one of the sharpest tools in your toolbox. Remember the days of desk phones and tangled cords? The me-to-you approach of salespeople who told customers all about the cars on the lot?  The newspaper ads that detailed the “special invitations” to save?  Say good-bye to all of that, because dealership communication has come a long way since then.

The Evolution of Communication

If your dealership isn’t looking for a way to update and streamline its communication, it should be.  Businesses and consumers are now connected digitally—nearly 24/7—and there’s no information that can’t be shared, Tweeted, commented on, or reviewed by online consumers.  For your business, that means constantly being at the top of your game and taking your communication to the level today’s shoppers expect from the brands they trust.

Consumers are in a hurry.  That’s no surprise.  And in order to get them to slow down and pay attention to what you’re saying, your communication must be efficient, relevant, and impactful.  Sure, there are many ways you could entice more customers to choose you, but great communication aligns well with every other perk your dealership has to offer.  It won’t matter if you offer great prices or outstanding service if you’re unable to effectively convey that to your consumers.  And your customers won’t return for repeat business if you’re unable to efficiently connect your teams and facilitate great communication between employees.  Communication is the glue that holds everything together.

There’s a Better Way

Making changes can be tough, especially if what you’re changing falls into the not-broken-don’t-fix-it category or even the we’ve-always-done-it-this-way category.  But here’s the thing:

Even if your dealership communication doesn’t seem broken, there’s still a better, more efficient way to make sure you’re connecting your entire team and ensuring you provide an experience that gives your customers everything they need.

With communication as a key focus, you’ll ensure your staff is engaged in day-to-day dealership operations, and you’ll keep essential information and tasks from falling through the cracks.  In addition, you’ll be empowering your team to reach more customers and offer better dealership experiences.  Consider the following and you’ll see why great communication plays such a key role in the success of your dealership:

• The marketplace is crowded, and it’s tougher than ever to capture customer attention.
• Shoppers are in a hurry, and if forced to wait unnecessarily, they’ll move on.
• Your dealership is busy, and missed communication opportunities mean wasted time and unhappy customers.
• Your employees are juggling hundreds of tasks per day, making it easy to forget things or put them off until later.
• Many departments and teams work together for each customer, and sometimes simply tracking down the right person is difficult.

The list could go on and on, but the message remains the same.  Maintaining streamlined and efficient dealership communication is tough!

Moving Forward

A recent Accenture survey found 89% of customers admit frustration when they have to repeat issues to different representatives.  To take this one step further, 87% believe businesses should place more focus on providing a consistent customer experience.  In the dealership setting, common communication problems often have your teams running in different directions, working to solve issues for the same customer.  What if you had a streamlined, collaborative platform that could keep everyone on the same page and give up-to-the-minute updates regarding in-process jobs?  Imagine the time and frustration you’d save—and imagine the satisfied customers you’d have when you completed jobs on shorter timelines!

Modern dealerships are looking to technology to help them bridge gaps in their existing communication.  Powerful platforms like AutoAlert’s Pando are changing the landscape of communication by addressing issues that specifically face dealerships in their day-to-day operations.  By tackling workflow, productivity, and employee communication all in one platform—and all with the goal of providing a seamless, exceptional customer experience—dealerships can get on with the business of selling cars.

Throughout the month of July, we’re zeroing in on communication and helping dealerships pinpoint ways they can proactively share relevant information with both shoppers and employees.  Your customers want to trust you and build relationships with you, and when you place a high value on communication and innovate in ways that benefit them throughout their buying journeys, you’ll be offering the consumer experience they need to make you their dealership of choice.

When shopping for anything, especially big-ticket items like cars, shoppers compare prices. It’s natural to try and find the best deal and save as much money as possible, however, times have changed, and the best price is no longer the sole determining factor when it comes to where and when consumers purchase. The ability to comparison shop online has made it necessary for dealerships to compete in areas other than price alone.  Instead, they must specialize in many of the other things that are gaining the attention of today’s empowered consumers.

While a rock-bottom price is tough to beat, there are a few priorities that help to round out the list of necessities for car buyers.  Competitive pricing speaks volumes, but check out 5 things your customers are really looking for when they set foot in your dealership:

1. Customer service will always remain at the top of the list in any business. Especially when it comes to larger purchases, consumers are looking for an experience that reassures them they’re in the right place to spend their hard-earned money. Expectations are high, and from the moment shoppers walk into your dealership, everything matters—from the smallest details to the biggest gestures.  It’s not surprising to note your competition is already putting the shine on the experiences they offer customers, so to stay competitive, that’s what you’ll need to do as well.  You can meet and exceed shopper expectations by first putting yourself in their shoes.  Think of comfort and convenience; and then think of ways your dealership can meet those needs to show shoppers you’ve got their best interests at heart.  Whether it’s free wifi, quick check-ins, or early maintenance hours, your customers will appreciate the things you do to make the dealership experience better for them.  Imagine this: if you have the best service and the best prices, shoppers will turn to you every time.

1. Honesty is your best friend in today’s marketplace. Shoppers arriving at your dealership are well-educated and already know quite a bit about the vehicles they want to buy, so it benefits you to ensure your sales team is on the up-and-up about prices, products, financing, and all the other details involved in the car-buying process.  Customers will pick up on your forthrightness, and you’ll earn their trust by offering genuine answers and insight.  Along that same note, when in doubt, be sure to find the correct answers instead of guessing.  It’s always better to take a little more time and pass along accurate information in order to build trust. It also helps to remind your sales team to give clear, concise information that’s easily understood; your shoppers will see your efforts at great communication, and you’ll build better, stronger relationships that stand the test of time.

1. Product knowledge is also high on the list importance. When your sales team demonstrates in-depth knowledge of the vehicles they’re selling, they will instill confidence in potential buyers. A vehicle purchase is likely the second largest purchase many consumers will make, and although shoppers come in having done quite a bit of research on their own, NADA confirms a full 90% of consumers find dealership visits to be the most important source of information during the buying process.  This means your sales staff can make all the difference by anticipating questions and being prepared with the right answers to inform and educate shoppers. Dealerships that take advantage of technology like AutoAlert’s FuzeCast can easily access on-the-lot comparisons and reviews to ensure customers get the answers they need without having to look to outside resources. A knowledgeable and tech-savvy sales staff can ensure your dealership succeeds in reaching customers and sharing important product information that will ultimately help you sell more cars.

1. Consistency can be easily overlooked, but it’s an important aspect in building and maintaining your customer relationships. By kicking off your relationships with a bang and providing top-notch service, you’ll leave customers with a great impression; but it’s equally important to follow up and be consistent throughout the course of the relationship. That new-car shine makes everything exciting, so it’s pretty likely most buyers will leave your dealership in high spirits. In order to build a relationship, however, it’s important to ensure that trend continues by carrying the service well past the sale.  Be sure your sales team is well versed in post-transaction service, including follow-up calls, helping new customers schedule maintenance, and answering any questions that may come up in a timely fashion.  When the performance and responsiveness of your team remains exceptional, customers will continue to turn to you when it’s time to buy, repair, and maintain their vehicles.

1. Long-term attentiveness lets customers know you will be there for them weeks, months, and even years after their vehicle purchases. By being accessible, open, and great at communicating, you’ll make customers more comfortable in doing business with you. Work toward creating great social platforms, an interactive and easy-to-use website, and exceptional follow-up plans for your team—and customers will know they can reach out to you at any time and receive the same level of interest and attentiveness as they received on Day 1.  That kind of service is priceless, and it will pay off for your dealership’s bottom line.  It’s important to keep in mind customers are willing to invest in shopping experiences that will last for years to come.

While a low price is important, it’s also essential to build relationships with your customers that let them know you’ll be there for the long haul—not just in the moment of purchase.    Your attentiveness, product knowledge, and superior service will guide them when it’s time to consider future purchases, and they’ll be more likely to share their great experiences with friends and family.  Shoppers have spoken; and they’re letting us know price is only a portion of the big picture when it comes to earning and keeping customer trust.

As consumers, we are influenced by everything we hear and see, everywhere we go, and in everything we do. Whether we realize it or not, no purchasing decision is made entirely on our own. Instead, however large or small the influences may appear, we are swayed by people, marketing, and opinions every day.

It might be a recommendation from a friend, an online review, or a Facebook post recommending a great new product that was recently purchased.  ­Whatever form it takes, all of these comments, reviews, and opinions add up to word-of-mouth marketing (WOM), and when shoppers share insights about your dealership via their social platforms, they have the power to influence consumers who are actively shopping and researching online.  This is a powerful form of marketing, with the ability to reach an unlimited number of people in a very short amount of time.

The Benefits of WOM

WOM is all about the sharing of information between customers and potential customers about a brand, product, or service. Your dealership can benefit greatly from this type of marketing for several reasons, not the least of which is its cost-effective nature.  Since WOM marketing often begins with a simple conversation between friends or acquaintances, it’s free marketing for your dealership.  By encouraging your customers to go out and share their experiences online and with their friends and family, you’ll be tapping into a much broader audience simply because your customers have a greater social reach than your dealership alone.  Additionally, most companies find WOM marketing increases overall brand awareness and directly impacts sales results.

When you build great relationships with your customers and provide top-notch dealership experiences, you’ll have a great chance at gaining their support when the time comes to vouch for you to their friends.  With customer support, you’ll gain the attention of a greater number of consumers who may be in the market for new cars, and, as statistics have shown, 77% of consumers are more likely to purchase a product when they learn about it from friends and family. In fact, 84% of global consumers believe recommendations from friends and family are the most trustworthy sources of information about products. It’s important to keep this in mind as your dealership works toward giving customers the tools to spread positive WOM about your dealership.

If you’re looking to improve your WOM strategy and entice shoppers to speak up for your dealership, keep the following tips in mind:

• Target the influencers within your market space. These can be public figures, bloggers, trendsetters, or anyone who has a sizeable social presence and enjoys interacting with your brand. Encourage them to chat, engage them with great content, and work to build trust in order to ensure they speak up for your dealership while interacting with others online.

• Construct a tightly woven social media community. Social media allows people to stay connected and share information. This is an easy way for you to directly connect with your customers and build stronger relationships. The relationships you foster and build with consumers will encourage them to share your brand with others on their social platforms. 

• Create a unique advantage to gain an upper hand against your competitors. Find out what your dealership does better or differently from the rest, and get the word out. Learn the best ways to reach your target audience and share with them the advantages of choosing your dealership. When you grow your online audience, you’ll gain followers—and those followers can boost your WOM strategy, communicating positive experiences to their online circles.

• Honesty is key. The most important component in any WOM strategy is honesty. Your reputation and your marketing strategy depend on the trust customers have in your brand. When issues arise or questions are posed, be sure you engage with consumers in a positive way. Respond efficiently and truthfully, even if you’re responding to criticism or to less-than-positive feedback.  Consumers will respect your willingness to interact and share information, and you’ll build more trust amongst your audience.

WOM marketing is important, as it can make or break your brand. By following the points listed above, your dealership will be well on its way to creating a strong word-of-mouth strategy. You’ve already been hard at work building a high-quality, top-notch dealership brand—and now, when more customers share their stories about the great experiences you’re providing, you’ll end up making more sales.  In the end, word of mouth carries far, and consumers have an immense trust in their friends and online connections.  When your customers are happy and you give them plenty of reasons to speak up and share their positive experiences with their social circles, you’ll see even more customers roll in the doors of your dealership.

Your customers will be your dealership’s best marketers when you give them an experience to remember.  Their feedback regarding products, performance, and the overall dealership experience can have a huge impact on the opinions of future shoppers, and with a majority of consumers turning toward social platforms to seek advice and recommendations, those who have shopped at your dealership can influence future buyers simply by sharing their insights and opinions.  Because of this, it’s even more important your customers leave your dealership feeling happy, satisfied, and ready to spread the word about their positive experiences.

You want to be sure the pros at your dealership are doing everything they can when it comes to converting customers into the ultimate marketing partners, because the influence they wield in the marketplace will have a serious impact on your dealership’s success.  When you provide an outstanding dealership experience, customers will be eager to tell their stories—and their word carries more credibility with friends, acquaintances, and other consumers than your dealership’s word alone.  In fact, 89% of millennial women turn to recommendations from friends, peers, or family members when they’re looking to purchase products.  They look to those who have had previous experience with the brands they’re considering, and more importantly, they look to those they trust to offer up insights and opinions.  Consumers who share their positive experiences will end up being the best proponents for your dealership.

Gaining Brand Advocates

Most shoppers are eager to share their experiences, and with social media helping them along the way, it makes it easier to nurture and build relationships as well, turning customers into life-long brand advocates. Today’s consumers are known for posting online about their shopping experiences—good and bad—and when you go out of your way to interact, answer questions, and respond online to consumer questions and concerns, you’ll go a long way toward forming quality relationships that will translate to long-lasting brand advocacy for your dealership.  Remember, it’s up to your dealership to ensure consumers have only the best experiences to share with their online acquaintances—gaining you more followers and fans and bringing more customers to your dealership.

Check out some of our quick tips to ensure you win advocates and create positive experiences your customers want to talk about and share:

• Focus on your customers. Let shoppers know you’re there for them—and not just for the sale.  Of course you want to sell cars, but when you focus on building relationships, you’ll create a solid foundation both for returning shoppers and new shoppers.  Consider offering exclusive incentives, behind-the-scenes insights, and personalized invitations to dealership events for those online advocates who support and share your dealership with others.  The little things will go a long way when it comes to building relationships with your advocates.

• Let them know you’re grateful. It’s a competitive market out there, and your customers have a lot of choices.  Let them know you’re thankful they’re advocating for your dealership.  From free oil changes to service coupons to a simple “thank you,” be sure you recognize your faithful brand advocates for following you online, sharing your information, and recommending you to friends and acquaintances.  A little recognition goes a long way!

• Interact and share. Your dealership advocates want to know you are available to them, so be sure you’re present and active on your online social platforms.  Change things up by sharing relevant content that’s fun, enlightening, and thought-provoking; and ask questions to get their feedback and opinions.  The more interaction you encourage, the more you’ll get to know your audience—and the more you’ll be able to tailor your content to their needs.

• Encourage shopper reviews. Positive reviews are one of the best ways to influence future purchases.  In fact, a recent Social Media Trends Study confirms automotive shoppers are turning to social media and review sites more than ever before, with 75% of car buyers saying they are influenced by these when it’s time to buy.  When shoppers have a great experience with your dealership, make it easy for them to leave reviews by offering quick formats and easy-to-use technology.  Not only will reviews attract attention for your dealership, but you’ll also show customers your ultimate goal is to provide the best service possible.

• Keep your website up-to-date. It’s a good idea to be sure your website is running smoothly so customers have a way of contacting you and researching your products. It’s a great way to emphasize the vehicles and services you offer, as well as present an inviting first impression to shoppers.  Be sure to link to your social media sites and highlight some of your top consumer feedback to let shoppers know they’ve found the dealership that’s right for them.  You’ll build a strong advocate base when customers know you consistently offer the best technology and resources.

When you allow your customers to use their voices to speak up for your brand, you’ll expand the reach of your dealership, as well as build trust in the products and services you offer.  A great brand advocacy campaign is extremely important to the success of your dealership, especially in today’s social-driven marketplace, as you’ll reach a broader range of consumers in a shorter amount of time. By focusing on building relationships and trust, you’ll end up with life-long advocates who will drive customers right to your front door and into your showroom!