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In the digital age, the way salespeople make car sales is changing. Now, potential customers prefer to scope out the cars they want online before approaching a dealership.

Auto sales used to hinge on print and billboard ads, but this kind of advertising is simply not enough anymore. Lower price points used to attract customers, but now they can compare every car within 1,500 miles without even setting foot in a dealership.

Although friendly and charismatic salespeople have a distinct advantage, how can you engage with your potential customers when they are not coming into your dealership? The answer is Dealership Phone Training and video email marketing.

Here are three tips and tactics to help you connect with your customers in the digital age and make more sales.

1. Learn and Remember Everyone’s Name

Learning and remembering your current and potential customers’ names helps a great deal if you want to sell more cars. This is something you should prioritize before any sales pitch. When sending out marketing emails, ensuring that you add the person’s name to the email subject line is a good tactic, but it’s not enough on its own.

As technology progresses, communication has become less personal, and marketing and plain-text emails no longer feel authentic to consumers. To build your customers’ trust, you need to make them feel like they are valued as individuals. 

Whenever you get an online lead, make a concerted effort to learn and remember the customer’s name. Send a personalized introductory video in your email and address the customer directly.

Writing the person’s name on a whiteboard and using that image as the video thumbnail is an excellent way to get them to watch your email marketing video. Once the potential customer has watched your video, they are more likely to visit you in person at your dealership and buy a car.

2. Demonstrate Your Knowledge

Once you’ve introduced yourself to a potential customer via email marketing, take it as a good sign when you start receiving questions in your inbox.

Before answering any customer questions, remember that consumers have never had so much information at their fingertips. In the digital age, customers can find any car they are interested in online and choose which car salesman they want to work with. They can also access the same vehicle reports you can, and you’re probably not the only dealership they have initiated contact with.    

But you still have an advantage. Unlike Google, you can provide detailed answers about the car-buying process. To stand out from the competition, give your customers personalized solutions via a video email or phone call. Creating a personalized video for your customers to watch is an excellent way to convey exactly the right tone and elevate the customer experience.

By calling or creating a video email, you’re offering your customers something more valuable and personal than answers from a Google search.

3. Be Patient

While patience has always been a valuable skill in the traditional car-buying process, it is even more critical in the digital age. Today’s customers are well-informed and do not like to be pushed into a decision.

Just because a customer comes into your dealership but doesn’t complete a sale immediately does not mean they are no longer interested. If a customer needs more time to make a decision, that’s perfectly okay. Let it go and focus on following up in a non-intrusive way.

Give them a call or make them a video email to thank them for visiting your dealership and tell them you’re available if they have any more questions. Don’t be pushy, just leave it at that.

Focusing on follow-ups is a way to cultivate relationships with potential customers – they’ll be far more likely to reach out to you when they’re finally ready to buy a car.

Chiino
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