If you want your dealership to experience long-term success and increase dealership revenue, then you need a modern sales funnel. This entails incorporating digital systems to connect with your audience. Over the years, the digital landscape has changed the way people search for and purchase vehicles.
The effects of the COVID-19 pandemic have largely influenced how people shop for cars online, with more prospective buyers making the transition to online buying. However, the switch has been inevitable for many years as technology has improved and online shopping has become increasingly convenient in nearly every industry.
When dealerships want to perform and increase dealership revenue, they need to pivot. To help you determine how to improve car sales, the following are some tips for improving your organisation's digital efforts.
1. Develop your online presence
Today, people have more information at their fingertips than ever before. The majority of car buyers conduct the bulk of their research online, which is where dealerships must be found. There are a few key ways to establish a strong online presence with your dealership, which include:
A responsive, modern website
Your dealership's website will serve as your primary digital representative, so it needs to look and function its best. You can make sure your website is fully optimised by making it:
- Easy to navigate
- Reflective of your brand both visually and in your messaging
- Mobile-responsive to connect with mobile users on smartphones, tablets, and other devices
An up-to-date inventory of available vehicles
Not having a consistently updated inventory can frustrate prospective buyers. It can also turn them away from your dealership entirely. So you should make sure your inventory is always up-to-date with vehicles that are currently available.
List of inventory on third-party websites
In addition to having an updated inventory, you should maximise its visibility by listing it on a variety of third-party websites, such as carsales.com.au.
Social media presence and engagement
Apart from your website and inventory, you must take full advantage of social media platforms. For dealerships, a platform like Facebook or a more visual site such as Instagram can be the key to promoting your brand. With high-quality, well-targeted ads and posts, you can improve your social media presence and drive engagement.
Clear and easy calls to action on your website
You should make it clear what steps you want your customers to take when they visit your site. Put clear calls to action on your website that lead people down the sales funnel.
2. Use a CRM system
Dealerships also need a reliable customer relationship management (CRM) solution to help communicate with prospects. The right CRM software will offer a number of benefits, including:
- Lifecycle management for every customer
- Improved call quality through call tracking and metrics
- Customer data analytics
- The ability to collect feedback from customers to inform future improvements
- Customer referral collection
- Automation of many manual tasks
3. Equip salespeople to close the deal
Your sales teams should have plenty of training on the technology you use to empower them. Otherwise, you may find that you've invested a lot of your budget in a digital solution that fails to increase dealership revenue because teams don't know how to get the most from it.
From your CRM to other sales tools, make sure your teams understand their capabilities and can make full use of them in their efforts. This will help contribute to an increase in car sales.
4. Streamline the sales process digitally
Using the right digital solution, you'll be able to streamline the entire sales process. Specifically, through an automotive business intelligence platform like SalesLogs, you'll have the chance to harness the power of real-time data tracking and optimisation to improve operations and increase dealership revenue.
The right platform will consolidate all of your dealership's data into a single, easy-to-use platform that's accessible to all teams. You and your teams will be able to track performance at every level, which helps you determine how to improve your efforts from the bottom up.
Features such as KPI dashboards can help you keep track of key performance indicators as you attempt to hit your goals. Meanwhile, a targets manager can help make sure everyone in your organisation is consistently on track to meet your company goals. Additionally, digital leaderboards would help sales staff gauge their performance compared to other team members, driving them to be more competitive and hit those targets.
The ideal solution would also allow for cross-communication between different teams to further maintain internal efficiency.
5. Encourage after-sale nurturing
The relationship between dealerships and their customers doesn't end with a sale. It's important to do what you can to continue nurturing these customers toward repeat purchases. For example, you can:
- Promote new services that your dealership offers to help maintain their newly purchased vehicles.
- Remind customers when to take their vehicle in for service.
- Promote other related deals.
Through the use of retargeting ads, email marketing, and other efforts, you'll be able to drive recurring business from existing customers to boost loyalty.
Sell more vehicles and increase dealership revenue with a comprehensive digital strategy
By developing and incorporating a solid digital strategy for your dealership, you'll be able to drive more sales and dramatically improve your company's long-term performance. You'll have the chance to stay ahead of competitors and increase the number of loyal customers who keep turning to your brand. The key is finding the right tools to add to your roster, including an all-in-one business intelligence solution like SalesLogs.