When a customer does business with your dealership, they expect that they are not just paying for your service, but are also paying to have a good experience. In today’s digital world, that simple truth applies not only to the human interactions buyers have with your brand representatives, but also to how easily they can navigate your automated processes.
How many people in your local market drive your brand? How many of those local same brand owners are in your CRM?
Yes and No.
Yes, less demand for your brand means less of your brand might be sold in relationship to other brands in your market area. That's a given. However, the demand for your brand does not have to limit your individual dealership’s performance.
Your dealership can increase market share even when demand for your brand is down in a couple ways:
Negotiation time and the time to complete purchase remains the number one complaint of car shoppers.
According to a recent study that polled recent car buyers, the amount of time it takes to complete a car purchase continues to grind customers' gears.
Black Friday. Typically regarded as the first day of the Christmas shopping season, stores offer special prices and deals that result in a mad dash of frenzied shoppers the day after Thanksgiving. Some people dread the crowds and traffic, but almost a third of Americans in 2017 braved the mob to shop for Christmas gifts for loved ones or find sweet deals.
When I talk to car dealers about their digital marketing strategy, a lot of times I hear something along the lines of, “We’ve gotten along just fine doing radio spots, TV ads and direct mail, why do we need digital marketing now?”
They do make a good point. What they’ve been doing was good enough in the past, so it should still be enough… right?