Is your dealership phone experience in need of a reboot? If so, you’ve come to the right place! In all the hype around improving your digital automotive marketing strategy, don’t let phone etiquette get lost in the shuffle. Phone leads are generally the furthest down in the purchase funnel, so here’s how to make sure these serious shoppers convert to sales.
Give your receptionist a raise. Your receptionists embody your dealership’s vital first impression; what kind of impression will that be? Will they offer the kind of cheery professional phone greeting that creates car-buying excitement? Or is their bland “hello” going to convince your customer to opt for the next dealer on his or her list? You decide. Your receptionist wields a powerful ability to influence the customer experience for good or bad; yet too many dealership receptionists are bored, underpaid, and under-challenged. Keep the car-buying spark alive in your customers by investing in your front desk personnel, either with training, incentives, or just good old-fashioned mentoring so they feel motivated.
Eighty-six the elevator music in favor of brand engagement. In the list of awesome experiences, being put on hold is rock-bottom next to waiting in line at the DMV or eating airplane food. Make the hold process go from painful to pleasant by enhancing your on-hold messages. First, make sure your hold information is up-to-date with your current phone number, website address, employee names, and physical address-this one gets neglected more than you think! Once you’ve got the basics covered, enhance the experience further by directing prospects to your Facebook page, your Flickr album, or your dealership blog. Help prospects pass the time AND begin engaging with your brand before they’re even connected-double score!
Share some of your customer phone tips – what have you done to enhance your customers’ telephone experiences?