A common question that most independent dealers ask themselves is, “How do I sell more cars?”
It’s a simple question that has a not-so-simple answer. What do you think is impacting your sales? That question alone can have its own slew of complicated answers too.
The truth is that if you don’t have the fundamentals down, no list of tips will get you the results you’re looking for. This post will talk about some proven steps that can help independent dealers sell more cars.
Find Your Niche
Dealerships used to be the first place people would come to look at cars, but the Internet has opened up a lot more avenues. Now customers can do all their background research online, and once they’ve found a car online, they go to the dealership and make their purchase. That’s why your niche is important.
A niche helps you stand out. When you’re finding your niche, focus on what you do well already. If you sell more sedans and vans than you do SUVs and trucks, perhaps you focus on the smaller cars. If you sell more cars that are priced under $20,000, maybe you only focus on vehicles with this price point.
By focusing on a profitable niche and being the best in that area, you’ll attract more customers when they’re ready to buy.
Use Your Website Like a Digital Showroom
Since so many people are doing their research online these days, your website needs to make a good impression on potential customers.
Many websites are ugly and hard to navigate. You also want your website to tie into your niche so it can speak directly to the customer. High-performing websites are usually easy to navigate, mobile-friendly, search engine optimized (SEO), and professionally photographed. You also want to make sure your listings are comprehensive and financing options are easy to understand.
Remember: a good digital showroom means more people coming into your real showroom.
Positive Customer Experience
The Internet lets customers do things without encountering anyone, so when they finally come into your dealership, their experience needs to be a positive one.
If a customer contacts your dealership, follow up with them fast. You can have a team member on this, or you can use automated replies. Make sure you understand your customer too. This doesn’t mean memorizing all their info, but if you remember things from the last time you spoke, you can really “wow” them.
Use a CRM
CRMs can improve a customer’s experience and streamline your dealership. Some CRMs can even track the most effective marketing channels. These could include social media, paid ads, or a lead provider.
CRMs also tie into the previous step because they can help automate responses to customers, so you don’t miss out on a sale. No matter how big or small your independent dealership is, CRMs can bring your dealership to the next level.
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