Customers are not happy with subpar service anymore, and have become increasingly vocal about it. Don’t let your business make the common error of focusing on the technology while neglecting the sales processes.
At dealerships, customer satisfaction is of paramount importance, so what can you do to improve sales processes? This time we’re sharing some useful pointers to ensure you’re on track.
Use a CRM for online-to-in-store deal-building
Use a customer relationship management (CRM) platform to pitch and close deals, be it online or in-store. The research or inquiries that customers are involved in automatically flows to the in-store selling portal. If that is works your associates know when to reach out to offer help or a test drive. Customers develop trust in the process knowing that their work is being saved and respected. Customers and salespeople interact in the store to work out the specifics of the deal, discuss financing options, review F&I (Finance and Insurance) products and eventually complete the final paperwork with electronic signatures.
It is important to offer customers a seamless experience both in-store and online. But for that your customer relationship management system (CRM), desking, F&I, trade valuations, dealer management system (DMS), and other systems have to be connected and in sync.
These “connections” help minimize friction points and ease the in-store experience. With integrated solutions, you don’t have to ask customers to repeat steps, upload information they have already entered, or begin a deal from scratch.
Boost the trade walk
What happens when customers wish to talk trade-in options? When customers build the deal, it is upon the sales personnel to evaluate the trade. Elevate the experience by doing the walk with the customer. Complete the walk-around and snap photos that can be automatically pushed to your trade valuation solution. There are software for making this process easier and faster – such as Modera Trade-in tool. Use the opportunity to introduce appropriate F&I products and build value. For example, if there is a trade-in vehicle with noticeable wheel damage, it is vital to talk about products that will cover repairs on the new vehicle if the same damage happens again.
Quicken the F&I process
You can shorten the F&I process if the sales associate completes the first pencil side by side with the customer. All according to preset dealer parameters. You can also let sales associate to recommends F&I products.
Customers don’t like to wait. If they feel like you are wasting time or not treating them well, it won’t take time for them to walk out and leave the deal in jeopardy. Make sure you chalk out the process in such a manner that this crucial last step is sped up. Add the F&I products, review paperwork, scan their driver’s license and insurance card. And obtain a signature electronically – it is hassle-free and the process that you can comple within minutes.
Incorporating customer feedback
Make it easy for customers to rate their experience before they drive off the lot. It is imperative to know if they liked the services offered and why they would recommend your dealership to others. Incorporating feedback into your sales process ensures customers don’t forget to rate your dealership. Getting feedback can be use to boost credibility, while weeding out and fixing issues.
Technology greatly improves the car buying and selling experience, along with trade-ins but it has to be backed by proper sales processes. As dealerships continue to digitize operations, it is necessary to remember that technology alone can’t deliver an enhanced customer experience. Clunky or disjointed online tools could even make it worse with customers sharing their unhappiness all over the web. That is why dealerships should focus on creating customized sales processes that work in tandem with technology to ensure that customers have an amazing experience. Amazing experience helps convert prospects into lucrative deals and speads positive word-of-mouth about your brand.
