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How to create more personalized marketing for your car dealership

Personalized marketing makes your customers feel valued and see your car dealership as the go-to business whenever they need a vehicle or even a consultation.

Identifying, communicating, and converting high-quality prospects is the primary purpose of adding personalization to your car dealership.

The personalized marketing options are similar to those of leading companies like Amazon and Netflix, which use data analytics to find the most relevant results for their users. Since they cater to a larger audience, knowing how to personalize the results can quickly boost the process.

However, it can be difficult for car dealership owners to know the right way to create a car dealership. Here are the top reasons we think personalized car dealership can benefit your business:

Personalized marketing ensures the use of digital technology and data analytics to create results more targeted toward individualized content to the current prospective customer base.

Meeting expectations

Addressing and meeting your customers’ expectations is the first and foremost task you should be aiming for in the car dealership industry. Statistics reveal 16,752 franchised light-vehicle dealers in the U.S. alone, which makes the industry competitive.

Moreover, with the increase of these businesses, personalization has also become a norm. Most customers feel dissatisfied when the car dealership cannot provide tailored services for their needs.

Therefore, addressing and assessing your customer’s expectations and desires will impact their overall experience with your services. It may take time to understand and meet their needs fully, but it’s always worth the trouble.

Formidable customer connections

The customer acquisition cost is increasing with more complicated tools, advancements, and practices being introduced in the industry. In these circumstances, we are learning how to attract and retain customers is the best way to get a higher return on investment. 

With the data, car dealers can easily access their customers’ preferences to maximize engagement.

However, for this, you need to collect data and information first. It is where a professional sales team can be of assistance to you.

This simple strategy can help you gain the required data more effortlessly and increase conversion chances. By understanding their preferences, you will be able to address the customers’ feelings better and help them feel unique and valued.

Moreover, most customers find an emotional connection with buying a car (especially if it’s their first one). Personalization’s in, and out-of-store benefits can increase the close rate for car dealerships and increase customer loyalty.

customer communicationMore: How (and why) car dealers should prioritize customer communication

Higher return on investment

The marketing and communications professionals should existing and prospective customers to bring in more business. More customers with the same dealership marketing campaign mean you will make a lot of difference.

To convince your customers properly, you must learn how to communicate with them. It allows them to personalize calls to action for default calls to action.

 But most customers claim that they can only engage with personalized messages. The messages show that professionals can only engage their customers better with personalized messages.

Steps to personalized marketing: Top considerations for you

Customers deal with mass marketing and are irritated by marketing messages designed just for you. However, personalized marketing options allow business owners to stand out from the competition and find the best conversions.

Personalized marketing makes your customers feel valued and see your car dealership as the go-to business whenever they need a vehicle or even a consultation.

The Cox Automotive Future of Digital Retail Study shows that over 90% of customers prefer personalized, tailored, and customer-centric automobile services for their purchases.

These customers want to ensure they invest their money in the right place. Therefore, they rely on personalized marketing options to find a suitable car dealership for purchase digitally.

Step 1: Collect your customer data

To create tailored car dealership marketing options for your business, you need to understand their needs. A need analysis requires detailed information and details to find the most suitable options to address the needs of your customers.

Once you collect the information correctly, you can use it to analyze their expectations and changes these customers would like for better conversions.

You can also tailor the conversion and sales process from this information for maximum results. With little practice, the car dealership could see drastic changes once you start making data-driven decisions.

Moreover, if you belong to a car dealership, you should view the customers across various stores. It would help if any of the customers you talk with came from a sister dealership. You would have to spend much lesser time trying to convince them.

This simple step can also help you identify potential defections with the sales process and the brand to address and resolve them when needed.

However, the real segmentations for better car dealership sales require looking from a more holistic approach. You cannot expect to find the required information from essential demographic KPIs.

Step 2: Know the buying signals

As a professional in the car dealership industry, you have to understand that it’s your job to learn what motivates your prospects to buy with your service.

These are buying signals, and identifying them can help you find the most influential factors required for your sales.

For example, CRM AI tools can help you assess and analyze these buying KPIs and adopt a more proactive approach for sales to deliver the best results.

This information and buying signal can also help you better understand your customers. For instance, learning the equity owned by your customers can significantly help you meet their requirements for the future. It gives a more comprehensive idea of your customers and what they expect from a professional car dealership.

You can find more information about their ideal purchase with the correct browsing behavior data. It can include the budget, makes and models, and frequency or timings.

Step 3: Focus on hitting the mark with your marketing techniques

Website analytics and CRM provides the business with insight into the business. These tools can help you interpret and gather information.

Therefore, making a personalized marketing offer is up to you as a service provider. The proper marketing technique can help you create proactive and personalized selling options and effectively utilize them in your business.

It may take time to experiment and find the best approaches for your marketing techniques; however, you can accelerate the process with the right tips.

Tips for Creating More Personalized Marketing for your Car Dealership

As a dealership owner of vehicles, you’ll find all sorts of audiences. Usually, business owners segment their audiences based on age, demographics, interests, budget, etc.

However, in the car dealership industry, these factors become so volatile that it becomes nearly impossible for business owners to find the answers to these problems.

To help you better understand, we’ve outlined some tips that may help you create more personalized marketing options for your car dealership.

1. Comprehend the customer journey

Every customer has an individuality you must identify and address when selling your automobiles in the dealership business. You cannot connect and communicate with your customers if you don’t understand their journey.

It would help if you saw where these customers are coming from, what dealership options they have in mind, and what their expectations are. Once you have this information, you can easily understand the customer journey.

2. Recommend the most suitable vehicles for your customers

 A common mistake most dealerships make while dealing with customers is trying to sell them the most expensive car possible.

That may seem like a good approach from the profit POV, but it’s not practical. As a car dealership, your job is to deliver options based on your customer’s expectations.

For example, if customers buy their first car, you must provide them with more versatile options across different car types. However, if these customers already have a vehicle or car type in mind, you should stick to their requirements.

Once you meet their needs, you can always add some recommendations, and the customers should happily comply.

3. Follow up with personalized offers

Customers love the feeling of being valued by car dealerships. These customers know the services meet hundreds of customers daily but still want to be treated special. The best way to do this is by offering them unique options for promotions.

Or you can also add particular recommendations for the vehicle purchase. When the customers see you working hard to meet their needs, they are likelier to purchase a vehicle from you.

Bottom line

Creating a more personalized marketing plan for your car dealership requires assessing the customer’s needs and delivering accordingly. It may need some extra time, but it is undoubtedly an intelligent way to increase sales and the overall business reputation in the industry.

We are sure the information in this piece will help you find the most suitable options for your needs. However, if you still have more queries, we recommend connecting to your preferred car dealership.


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CBT Automotive Network is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

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