Today, tech-savvy millennials make a significant population of car buyers. So, it makes sense to present them with experiences they are used to and the tools and avenues they prefer. In particular, we are referring to tech tools. Here are four tools your dealership should be using to transform your customers’ experience.
Website and Content Strategy
The majority of people go online to research vehicles they are interested in before stopping by a dealership to buy. You should be proactive and reach these prospects where they are; online. Develop a website for your dealership but don’t just fill it with photos of cars. Use high-quality text and video content as well. The last thing you want is to lose a potential sale because your site lacks useful information.
ChartBeat reports that you have 5 to 30 seconds to get the attention of a prospect. To capitalize on this, make your website look professional and provide content that will make visitors want to stick around to learn more.
Live Online Chat
Having a live chat feature on your website can help to generate leads and close sales. When prospective customers are on your site, they are probably interested in one of the cars you have in stock. Advanced online chat applications can show you the exact page that a visitor is on and the specific areas they click on. With this information, you can lead the conversation and close a sale.
For example, if you realize a visitor is comparing two particular vehicles on your site, how about starting the online chat with, “Hi there. Did you know that model X offers more mileage on the highway than model Y?”
Timely and relevant communication with your website visitors helps to transform their experience and can boost your sales.
Marketing Automation Software
You can use marketing automation software to reach your prospects on multiple channels as well as automate repetitive tasks, e.g. email blasts.
A robust marketing automation platform can help you gather information about your prospective buyers. You can then segment the prospects based on demographics (e.g. geographic information, interests, buying habits, etc.) and nurture them, eventually enabling them to buy. You can also use the software to gather emails of prospective buyers who may be interested in other related products you offer.
Social Media Platforms
If you are not using social media networks to engage with your customers, you are missing out. Sites like Facebook and Twitter are excellent for generating interest in your dealership. For example, you can shoot a video of new-arrival models in your yard and post it on your Facebook page. You can then “boost” the Facebook post to reach people that are likely to be interested in your vehicles.
Social media channels are excellent for providing validation as well as offering customer support. Most prospective buyers prefer asking questions on a company’s Facebook page rather than calling or emailing the support team.
If you don’t have a Facebook page for your dealership or aren’t using it actively for business, it’s time to rethink your decision. Millenials are tech-savvy and have been raised with online technology. Use the four tools above to reach these new prospects.