Anyone selling cars knows a sale is only the beginning of a relationship with a customer. And your dealership should be providing continuing education on this vital skill because research shows that the real work begins after the customer drives off the lot.
For example, Marketing Metrics, The Manager’s Guide to Measuring Marketing Performance, says, “the probability of selling to an existing customer is 60 to 70 percent and 5 to 20 percent to a new customer.”
You’ll increase customer satisfaction ratings, boost your word-of-mouth online referrals, and become a trusted advisor. And all of this leads to repeat business for you.
So, post-purchase customer service is crucial to maintaining relationships- and repeat business- whether it’s following up to make sure they’re happy with their purchase, addressing any issues that have come up, or simply staying in touch. Luckily, many digital tools are available to help dealerships stay connected with their customers. From using your CRM, text messaging, and chatbots to social media and email marketing, there are endless opportunities to keep the lines of communication open.
And with so many options, there’s no excuse not to stay in touch. So, whether you’re looking to build loyalty or ensure that your customers are satisfied, don’t forget to reach out after the sale.
Here are a few tips to help maximize your relationship after the sale. And by using best practices, selling a quality vehicle and increasing your customer service, it will be easy to keep your sales going. Your future depends on it.
Use a CRM to track customer interactions and preferences during and after the purchase process.
You must keep track of your customer interactions to have a genuine relationship. Writing a hand-written note or email is challenging if you don’t know what you last discussed.
That’s where a CRM comes in. A CRM, or customer relationship management system, can help you keep track of customer interactions and preferences during the purchase process. You can better understand your customers and their needs by tracking this information. Additionally, a CRM can help you manage your sales pipeline and follow up with customers after the sale. In short, a CRM can be a valuable tool for any dealership that wants to improve customer service.
However, it’s essential to choose the right CRM for your business. There are a variety of CRMs on the market, so be sure to do your research before making a purchase. And if you need clarification on which CRM is right for you, feel free to ask for recommendations from other businesses or experts in the field. You can find the perfect CRM for your business with a little effort.
Use your data to personalize post-purchase onteractions.
Theodore Roosevelt correctly said, “people don’t care how much you know until they know how much you care.” So, if you’re sending guarantee generic after-sales emails and social interactions, it’s likely they’ll destroy your customer relationships.
These interactions are opportunities to show you remember the customer and not show you only care about selling. For example, you may need to send a hand-written card, send a personalized social media note, pay more attention to the email subject line, or check in with a call. Use what you know about your customer and stop sending generic oil change messages.
The more you show that you care about your customers’ individual needs and conversations, the more likely they will stick with you for the long haul.
Use targeted ads and social media campaigns to stay top of mind.
To stay at the top of your game, you need to use targeted ads and social media campaigns. With so much marketing noise, ensuring your message gets in front of the right people is more important than ever.
And that means being strategic about where you advertise and how you use social media. Targeted ads allow you to laser-focus your message and ensure that it’s being seen by people who are likely to be interested in what you have to say. Social media campaigns can also be a great way to build interest and create a buzz around your product or service. By being creative and thinking outside the box, you can ensure that your business stays top of mind.
Make it easy for customers to contact you if they have problems or questions.
With so many choices available, customers will quickly take their business elsewhere if they encounter any problems. That’s why it’s essential to make it easy for customers to contact you if they have any questions or concerns. By making it easy for customers to get in touch with you, you can build loyalty and keep them coming back.
The bottom line is that following up with your customers after they make a purchase is an integral part of building a lasting relationship. By using digital tools to keep in touch, you can make it easy for them to stay connected with your brand and continue to enjoy the benefits of knowing you care.
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