Don’t Be a Bore: Entertain and Engage with Technology
Article Highlights:
- Your customers are disinterested and it's affecting your business.
- Break free from the "status quo" experience.
Do you have customers yawning in F&I?
What about people cat napping in the showroom?
Your customers are disinterested and it’s affecting your business.
People don’t show up expecting a bag of popcorn and 3D glasses, but they do expect a process that isn’t going to put them to sleep.
Here are three things you can do to make your dealership a little more lively.
Engage Customers Sooner
We all know the car-buying process is not something people are jumping up and down to experience. 88% of customers shop online for vehicles. How do you get in front of them if they are spending most of their time online before stepping foot into a dealership?
Engaging your customers is as simple as using a webcam to connect with them during their first interaction online. Not only are you creating a lasting impression, but you are gaining information and speaking with them earlier in the buying process.
Make Better Use of Their Time
The car-buying process takes time—time waiting for F&I which often leaves customers alone on their phones. Salespeople should take advantage of the time by starting an accessories discussion. What does that typically look like today? Are paper pamphlets being used or are you just scrolling through the manufacturer’s website?
Adding a little technology in the accessories department might just win the battle, taking up all of the extra time your salespeople are fighting with.
Avoid the Paper Cuts
Forests cringe at the thought of the your F&I process. Not because it is boring, but because your customers are drowning in paper.
Welcome them into your office with a digital system that shreds all of the preconceived notions of F&I, opening the door to selling more add-ons.
Conclusion
You can sit there and say it is the “industry standard” and people know what they are getting into when they walk into a dealership to purchase a car, but who wants to be status quo?
With a few technological tweaks, customer engagement increases, and so do your profits.
Even Reynolds is engaging their customers in a new, state-of-the-art way. Using webcams, interactions with our customers are becoming more personal.
Check out what Reynolds is doing at www.reyrey.com/engage.
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Kristine Ford was the Director of Sales in the Business Development Center at Reynolds and Reynolds. Kristine had been a salesperson, sales manager, then sales director bringing her over 19 years of experience and understanding to dealerships around the U.S. and Canada.
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