In today’s hyper-competitive auto sales landscape, simply setting appointments isn’t enough to secure customer loyalty. Industry expert Jen Suzuki, founder and president of eDealer Solutions, discusses loyalty-based sales strategies that engage customers at every touchpoint to enhance their commitment to visiting the showroom. Through proactive and creative tactics, Suzuki provides practical insights for transforming appointments into high-value customer experiences.
According to Suzuki, a leading sales strategist and automotive trainer, she emphasizes the importance of staying connected with customers before they enter the dealership. Her key strategies include:
- The Appointment Tracker: Utilize real-time updates, such as photos or videos, to keep customers engaged and excited about their visit.
- Interactive Follow-ups: Send personalized messages, including videos, to make customers feel valued and boost appointment attendance.
- Quick Team Meetings: Hold short, impactful meetings to equip teams with new, loyalty-driven strategies.
- Consumer Inspiration: Draw inspiration from familiar consumer experiences, like Amazon or Domino’s, where updates foster a sense of connection and trust.
In addition, Suzuki highlights the effectiveness of the appointment tracker, which is similar to popular delivery services, in keeping customers informed. Dealers can create a more personal experience by sharing photos and videos that showcase their preparation efforts, such as detailing cars. “Send them a video of the car being cleaned or a photo with the salesperson holding the keys,” advises Suzuki. This strategy reinforces to customers that their visit matters.
She also discusses innovative tools like appointment confirmation videos and photos to instill confidence in customers that everything is ready for them. Loyalty-based sales tactics should “spice up the sales process” with fun, personalized touches that reflect the customer experience they expect in their daily lives.
Suzuki recommends dealership leaders conduct focused, quick team meetings that encourage these creative techniques, helping sales staff stand out and engage customers. “It’s not just about setting an appointment; it’s about showing commitment afterward that gets them here.” Her loyalty-focused approach demonstrates that enhancing the customer journey before they walk through the doors can be a game-changer.
“Customers are telling us what they want. You check out those JD Power surveys, Cox Automotive surveys, and industry leaders polling customers today—the data tells us what we need to do.” Jen Suzuki
