Amid automotive tariffs, uncertainty in prices can affect your dealership’s sales. Now, more than ever, it’s vital to ensure your customer experience is as smooth and enjoyable as possible. Here are three ways you can improve the experience and encourage price-conscious consumers to choose your dealership.
1. Set the Standard With a Great First Impression
The adage of “You never get a second chance at a first impression” continues to hold true. In fact, 32% of consumers would stop buying from a brand they love after one bad experience.
Making customers feel welcome at your dealership can have a major impact on the buying process, especially as prices rise due to tariffs.
Enhance your dealership's environment with complimentary snacks and beverages and provide lounge areas that allow customers to comfortably sit back, relax, and think about their options before making a purchase. Lounge areas are also perfect for service customers waiting on their vehicle.
2. Connect With Customers Quickly
When customers have questions, they want answers, fast.
Businesses that provide quick response times make customers 2.4 times more likely to use that organization in the future. Similarly, studies show that an one-hour delay in response time significantly reduces the chances of converting a lead into a customer. Your dealership can reduce your response time by:
- Adding AI Chatbots — AI chatbots are a great way to deliver quick, personalized answers to your customers through your website. Some chatbots also flag questions the bot can’t answer, allowing a human representative to follow up with the potential buyer.
- Setting a Response Time Goal — When your dealership receives an email, phone call, or text message, setting a company-wide response time goal can help you convert leads into customers. Whether it’s five minutes or half an hour, it’s important to have a consistent, measurable goal in mind when connecting with new and existing customers.
3. Increase Human Experiences in the Buying Process
In our technology-packed world, 59% of all consumers believe businesses have lost touch with the human element. Even as technology improves, 82% of U.S. consumers want more personalized experiences in the future.
Add personal touches throughout your dealership’s buying process to set you apart from the competition. Here’s how:
- Follow Up With a Phone Call — Consumers rank phone calls as their top communication channel. While some dealerships send emails, picking up the phone is more personal and often faster.
- Send a Handwritten Thank-You Note — Retaining customers can increase profits by 75%. After a successful sale, you can strengthen customer relationships by sending handwritten thank-you notes to customers. This will leave a lasting impression and keep your dealership top of mind for future service and sales visits.
Improving the customer experience by making a great first impression, quickly connecting with customers, and adding personal touches throughout the buying process helps customers feel welcome even in uncertain times. Use these tips to set your dealership up for success now and in the future.