Our latest series for auto dealers is all about increasing sales at your dealership. In our first article, we outlined 5 primary ways to boost sales, and as promised, we will now dive into each of these individually to share tips and advice. We start today with the strategy of personalization.
Personalization is crucial for any auto dealership looking to increase sales and build lasting customer relationships. When you personalize the customer experience, you make a positive impression and stand out in a competitive market. So today, let’s explore 9 ways you can use personalization in your dealership to increase customers and sales and improve the customer experience.
9 Ways for Auto Dealerships to Use Personalization
These days customers have come to expect personalization in all business interactions. Consider these statistics:
- 80 percent of customers are more likely to buy from a company that provides a tailored experience.
- 72 percent of customers will only engage with personalized messaging
- 66 percent of customers expect brands to understand their individual needs
Personalization is important in the car-buying experience too. Here are some creative ways to incorporate personalization into your sales, marketing, and customer experience.
1. Utilize Customer Data to Create Personalized Recommendations
One effective way to personalize the customer experience is using customer data to make personalized recommendations. This can range from simply noting the type of car a customer is interested in and suggesting similar models that might be a good fit to recommending accessories or services based on past purchases or stated interests. By using customer data to make recommendations, you demonstrate that you value their business and are invested in helping them find the perfect vehicle.
2. Offer a Personalized Test Drive
Test drives are a crucial part of the car-buying process, and offering a personalized test drive can help set your dealership apart. Instead of just taking customers on a predetermined route, consider tailoring the test drive to their specific interests and needs. For example, if a customer is interested in a sporty car, you could take them on a winding road to show off the car’s handling. Or, if a customer is interested in a family-friendly vehicle, you could suggest a route that includes stops at local schools or parks to give them a better sense of how the car would fit into their daily lives.
3. Use Personalized Marketing Materials
Personalized marketing materials can go a long way in making a customer feel special and valued. Consider using customer data to create personalized email campaigns, direct mail pieces, or even personalized landing pages on your website. You can use their name, location, and other relevant information to create a more targeted and customized experience. By using personalized marketing materials, you show customers that you are interested in their needs and willing to go the extra mile to earn their business.
4. Train Your Sales Staff on Personalized Selling Techniques
Your sales staff is the face of your dealership, and they should be trained in personalized selling techniques. This might include learning to ask open-ended questions to understand a customer’s needs better, using active listening skills to show that they are engaged and interested, and tailoring the sales pitch to the customer. Training your sales staff on personalized selling techniques ensures every customer feels heard and valued, which translates into increased sales and customer loyalty.
5. Offer Personalized Financing Options
Financing is a major consideration for many car buyers, and offering personalized financing options can be a major selling point. You can use customer data to recommend financing options that fit their budget and needs. For example, you could recommend a low-interest loan if a customer has a high credit score. By offering personalized financing options, you can make the car-buying process more accessible and appealing to a wider range of customers.
6. Provide Personalized Follow-Up and Customer Service
After the sale, it’s important to follow up with customers to ensure they are satisfied with their purchase. This can be as simple as sending a thank-you note or calling them to see how they are enjoying their new car. You can also use this opportunity to offer personalized recommendations for maintenance or accessories that might interest them based on past purchases or stated interests. You demonstrate your commitment to building long-lasting customer relationships by providing customized follow-up and customer service.
7. Use Customer Feedback to Improve the Shopping Experience
Asking for customer feedback and using it to make changes at your dealership is a great way to show that you value their opinions and are committed to continuous improvement. You can use customer feedback to identify areas where the shopping experience could be more personalized, such as streamlining the paperwork process or offering more in-depth product demonstrations. By using customer feedback to make changes, you can make the shopping experience more enjoyable and increase the likelihood that customers will return in the future.
We wrote an entire 6-part series about using customer feedback in your auto dealership, so if you want to learn more, check it out!
8. Offer Personalized Loyalty Programs
Loyalty programs are a great way to reward customers for their business and encourage repeat purchases. Consider offering personalized loyalty programs that give customers exclusive perks and rewards based on their purchase history. This could include discounts on maintenance or accessories, priority service, or invitation-only events. By offering personalized loyalty programs, you can show customers that you value their business and want to build long-lasting relationships with them.
9. Use Technology to Personalize the Shopping Experience
You can use several technological tools and platforms to personalize the shopping experience at your dealership. For example, you could use a chatbot on your website to provide personalized product recommendations or answer common customer questions. You could also use a customer relationship management (CRM) system to keep track of customer interactions and tailor your sales and marketing efforts accordingly. In fact, with the right VoIP phone system, you can even integrate your phones into your CRM system! By using technology to personalize the shopping experience, you can make it easier for customers to find the information they need and feel more connected to your dealership.
Using Personalization in Your Auto Dealership
Personalization is key to increasing sales and building lasting relationships with customers at your auto dealership. Using the various methods above, you can create a more engaging and personalized shopping experience that will drive sales and customer loyalty. Personalization is an ideal way to set your dealership apart from the competition and create a more successful and rewarding business. Get started on these strategies today, and stay tuned for next time when we look at how to increase sales by capitalizing on your unique selling proposition!
