What defines your dealership isn’t just the vehicles you sell—numerous dealers sell the same thing. It isn’t just your location—there are often many nearby competitors, not to mention the growing number of online buying options. It also isn’t just your price. In fact, over half of car shoppers in AutoTrader’s Car Buyer of the Future study would buy based on a better experience vs. a lower price AND 73% would drive farther to reach a dealership that provided a positive experience!
As the stats above indicate, what really makes you stand out is customer experience. And that is a people thing, from your dealership staff to how your people use technology to connect with today’s ever more demanding customers.
Sharon Regan, BDC Manager of City Cadillac Buick GMC, agrees. Here’s why she thinks the right mobile messaging solution can empower your people (and why she chose the solution she did).
Sharon Regan: You have to engage consumers the way they want to be engaged—fish where the fish are, so to speak. This whole “pick up the phone because I want to talk to you” approach doesn’t work. That’s why we offer the options to chat or text with us on our website and third-party ads, and we’re seeing good results!
I also like how we’re able to empower our people with this engagement: We use a co-managed setup, so our two most experienced reps take the chat or text conversations when they’re available. When they’re not, the Contact At Once! professional messaging experts take over and send the leads to our BDC team.
SR: START USING IT. I can’t stress that enough. Your product could be the best in the world, but if you don’t engage with customers the way they want to engage, it’s not going to matter. I tell every new hire that people can buy cars anywhere. The only difference in where they buy is YOU and your pitch. So we use the same script process via chat or text as when we’re talking on the phone. No matter how we interact, we’re there to help. We’re there to bring them into the dealership and help them buy.
I also suggest listening to how your technology sales rep suggests setting up the messaging solution. Use it (and master it) how it’s designed to be used first, so you can better adapt if necessary. Contact At Once! has been very flexible in helping us adjust our design and implementation, and I’m very happy.
SR: Obviously you want a provider who has real power in their technology (one of the reasons we went with Contact At Once!). But I think the people behind the technology is just as important. Contact At Once! has been very responsive, offers phenomenal support—and I have to say that my rep is the best! I trust her guidance, and she’s never once proven me wrong.
That’s the power of having the right people backing you up, from your dealership team to your vendor team!
Written by: Angela Wijesinghe on May 20 2016