It goes without saying that your car business must attract clients to boost sales. But in the increasingly competitive automobile industry, it’s no longer enough to simply set up a car dealership shop, open your showroom, sit, and wait for clients to start trooping in – it doesn’t work like that anymore. Today, car dealerships appear to spring upon any street corner. As of 2021, the US recorded about 17,726 new car dealers’ businesses, representing a 0.5 increase from the previous year. As insignificant as it might sound, it adds to the increasing competition. So, how do you set up your automobile or car dealership business to gain a competitive edge and attract foot traffic? Here are some tips you can use.
1. Showcase product knowledge through regular online content
People hardly walk into showrooms or car yards these days without a fair idea of what type of car they want and the specifications they prefer. Today, many potential car buyers take the time to research the cars they want even before looking up information about their dealerships. This presents an ideal opportunity to showcase product knowledge and build credibility by publishing in-depth, high-quality content on various car-related topics. Start by researching the hot topics potential car buyers are interested in and the keywords they use in their online searches.
Next, create high-quality blog content that addresses those topics, using SEO optimization tools to increase your content’s visibility online. SEO tools will help give your content a better ranking on search engines, making it easy for your ideal client to find your content. You can also use various social media platforms to post engaging and attention-grabbing content. The more you post high-quality content, the better exposure and credibility you give your business, as your clients would view your business brand as one that cares about its customers. And that’s one thing every potential client wants to see. Also, equip your staff with a compressive product training session to provide informed assistance to those who walk into your dealership.
2. Embrace digital retail and tech solutions
You don’t have to look far to notice that almost all retail, including automobile retail, is moving online at a fast rate. Although it looks like most car dealerships have resisted the temptation to go online, don’t get it twisted. The buying and selling of cars online are becoming an effective solution for many companies. You can also jump on this trend to gain some competitive advantage, especially in a period where many consumers remain locked up in their homes. You can meet consumer expectations by offering a strong online retail experience. This way, potential customers can view your inventory right from the comfort of their homes and even initiate the purchasing process online.
You can also incorporate attractive tech solutions to wow potential customers that walk into your sales yard or showroom. For example, vehicle manufacturers and dealers can let customers configure and buy online using Auto CX. This technological solution allows potential car buyers who visit your showroom to make custom builds from your existing car catalogue.
3. Implement effective marketing strategies
Setting up a large billboard in front of your business premises is great, but it’s not enough. You need to market your business as effectively as you can to help increase its visibility. Again social media platforms offer a massive opportunity to reach out to many potential clients. And you want to ensure that you’re present on every important platform. Start by creating a comprehensive marketing strategy that highlights your special packages, prices, car collection, after-sales perks, etc.
4. Don’t forget about your existing customers
While you’re busy trying to get ahead of the competition and gain a competitive edge, do not forget the importance of customer retention. It is much easier to get a customer to return to your business premises than to attract a new one. Yet, unfortunately, many business owners seem to look past the customers they already have as they hunt for new ones.
Use newsletters, social media platforms, subscriptions, and other communicative means, to stay in touch with your customer base. Be sure to provide them with regular updates on new features on car models they already bought, special bonuses, or any other attractive perks you believe they need to know.
Don’t forget that a satisfied customer is one of the best marketing or advertising weapons you can ever have. Treat your current clients well, and they’ll spread the good news about your business like a wildfire.
- Showcase and sell your finance and insurance products online
Don’t wait for a potential client to walk through your doors to find out what financial and insurance (F&I) products you have; make them available online. One mistake many car dealers make is trying to keep their prices and other financial packages a secret, and this is a bad move.
Research shows about 83% of car buyers prefer to research products online before purchasing. Also, about 63% of those who research products online go on to purchase them. So, instead of leaving your financial details for those who visit your showroom, make them available on your website and other online platforms. This way, your potential clients will have enough info to make a purchasing decision.
5. Offer incentives and a clear CTA online
Aside from showcasing and selling your financial packages, offer attractive incentives to lure potential buyers into making a purchase. Your incentive packages could include free test drives, discounts, a free visit to inspect the vehicle, free deliveries, or anything that will tingle a potential customer to make an impulse purchase.
But don’t end there; create a call-to-action (CTA) on all your online platforms or web pages, with links that will initiate a quick and stress-free purchasing process. You might also want to ensure that your online pages load quickly, as research suggests that a potential customer will likely abandon a purchase if the site takes more than 3 seconds to load.