Drive to Success is a weekly series capturing the most influential articles, tips, and tricks from industry experts and publication to help drive your dealership to success. Each week will focus on a specific key topic in the automotive industry.
Technology is extremely important to creating success at your dealership. Don't let outdated technology hold you back from making more sales, empowering employees, and impressing customers. The most important technology trends to follow at your modern dealership, are the trends that customers expect in today's digital atmosphere.
CBT Automotive Network: With artificial intelligence making its way into technology trends, how can your dealership be sure to gain more customers without losing the human experience of communicating with a car salesman? The answer is in training your sales team to be helpful in the car buying-process, rather than taking control of the customer’s entire car buying journey. Today’s car buyers are looking for the right balance of modern technology and helpful service.
Digital Dealer: Ninety-five percent of vehicle buyers use digital as a source of information. They might start with a Google search, but a few ads, a YouTube video, and a successful mobile experience on your site could be the difference between whether they choose your dealership or the one across the street.
Market Drive News: We know that the average car buyer puts in hours of online research on vehicles before they come to the lot to make a purchase. Therefore, it’s up to your dealership to develop an online platform where you can offer all the content a buyer needs to make an informed decision. Even though this isn’t a face-to-face transaction, it’s still an important customer service strategy.
CBT Automotive Network: 42 percent of car shoppers use more than one device to research their new vehicle. 68 percent of dealership customers get a negative impression of the brand when a dealer’s mobile site doesn’t work well. Track your customers’ usage on your dealership website and listen to customer feedback to make sure you are on trend with the modern technology needs of your customers.
Auto Remarketing: The option for customers to message businesses is a new addition. Google recognized that more and more customers would prefer to message a business as opposed to placing a call. In fact, 90 percent of consumers want to use messaging to interact with a business – with 50 percent preferring to message via SMS text.
Check back next week for another Drive to Success: Margin Compression Solutions. You will learn more about combating margin compression and increasing revenue at your dealership.