The flashy sales pitches of yesteryear no longer influence interested
buyers; in fact, it may lead to resistance against your products
and services. Now, more than ever, encouraging education
and building trust is what matters most when coordinating a sale
with today’s buyer.
Educated customers know their worth and as the classic saying
goes, “time is money.” Valuing a customer’s time not only boosts
their impression of your brand but also helps to establish trust
between you for a smooth and seamless transfer.
Build Customer Confidence
Maintain your website’s content and inventory. Modern customers
want to know what products and services are available before
they visit a dealership in person. Each listing on your website
should have multiple images and complete specifications to inform
potential customers of your products and help them in the
decision-making process. Providing your customers with the appropriate
resources needed to make an educated decision earns
their trust and promotes your brand.
Every Customer Has Unique Needs
By using Customer Relationship Management (CRM) software,
you have a competitive edge when communicating day-to-day
with prospective customers. A CRM will allow you to track each
customer’s text, email or call and ensure seamless follow-ups.
Reputation Management
Good or bad, it is essential to address customer reviews promptly
and professionally. Social media reviews are one of the leading
ways that customers learn about your business and products.
Online reviews are also a great way for dealers to obtain valuable
feedback.
Post-Sale Follow-Ups
Following up with every customer is the key to building a lasting
relationship. Automated service reminders, informative or entertaining
newsletters, and new product announcements are the
perfect way to stay in constant communication with previous
customers.
Dealers can help customers feel empowered in the decision-making
process by building customer confidence, addressing each
customer’s unique needs, engaging with customer reviews and
following up with happy customers regularly. By creating strong
customer relationships, dealers will continue to notice significant
growth and engagement with both new and repeat buyers/customers.
To learn more from TrailerCentral.com, please visit
www.trailercentral.com.
62 NATDA Magazine www.natda.org