HARDISON’S TIPS – DECEMBER 29, 2020 – Personalize your sales processes
A natural progression to asking those clarifying questions is the ability to personalize the process to each unique customer. In practice, personalization is all about adjusting your services to meet each customer’s specific needs, rather than focusing on broad sales tactics. While it’s true that buying trends can help your sales team understand the preferences of different customer demographics, it’s crucial to treat each visitor as an individual.
According to research from Accenture, around 43% of U.S. consumers are more likely to purchase goods and services from companies that personalize their experience. This includes things like offering product recommendations, special discounts and other incentives for customer loyalty. There is, however, a more direct and impactful way to build relationships with potential customers: focus on the person, not the product.
Since you’ve started off strong by asking clarifying questions, now it’s time to get to know the person behind the purchase. Why do they need a new vehicle? What will they be using it for? How would a new or used car improve their lives? These types of people-focused questions can reveal the motives behind customers’ purchase decisions and help your sales team personalize every aspect of the buyer’s journey.
Leverage CRM tools to track leads
In many cases, car buyers are not ready to finalize a purchase during their first visit to your dealership. On average, consumers spend around 96 days in the market for a new vehicle, down from 118 days in 2017. While car shoppers are spending less time overall hunting for the best possible deal, they also have more options available and more access to information than ever before.
To help collect, manage and organize customer data, many dealerships have integrated Customer Relationship Management (CRM) tools into their workflows. This powerful software allows car dealers to build more productive relationships with buyers and prospects by storing key information in a secure, centralized format.
Using a CRM, your salespeople can quickly pull up customer records, contact information and purchase histories to better understand buyers’ individual needs.
CRM tools also make it easy to follow up on sales leads, generate actionable insights, personalize the shopping experience and increase conversions. By creating a detailed profile for prospective car buyers, your sales team can identify what vehicle models or accessories a customer may be interested in, and your F&I staff can identify what products customers are looking for or could benefit from. This improved accuracy can streamline your sales conversations and open up upsell opportunities, which may help increase new car sales revenue.
Of course, there is a lot of overlap between personalization and dealership technology. For example, using a CRM platform can allow your staff to build more accurate and compelling customer profiles that can guide future sales conversations. Automated email marketing can also help individualize your consumer-facing communications and introduce more variety into your marketing efforts.
Make It A Champion Day!