Better Communication Equals More Sales: Automotive Edition

In a world where people hide behind the door as they wait for their DoorDash delivery driver to leave or watch their phone ring and wait for it to go to voicemail… knowing how to reach people and get them to respond is crucial.

Truthfully, this is a lot of work for dealerships as customers need to be educated on the vehicles, products, and features. They also need appropriate avenues of communication and the ability to opt-in to the communication that best suits them. 

In this article, we’ll cover: 

• Why the right communication channels build trust 
• What stops customers from following through with contact 
• The small changes a dealership can make 
• Why ContactVia is a potential solution 

Build trust with communication channels

Customers are the lifeblood of any business. If you aren’t reaching your customers in a way that speaks to them, you’ll simply not succeed. 

As mentioned in the beginning, many people today avoid unwanted phone calls as much as they try to avoid a root canal. When a customer visits a dealership's website, they’re looking for markers that indicate it’s worth their time to pursue a relationship. Most simply want to know the price, the vehicles available, and how to get in touch if needed. 

When ready, customers fill out a contact form. When prompted too early, customers sometimes give a bogus name, address, or phone number. This becomes a false lead and what we call dirty data. Luckily, with tools like RecordRecharge, we can clean that data and verify the source. 

When customers choose their preferred contact method (phone, text, email), it’s important to honor their decision. Many dealerships disregard this and go straight to calling the potential customer. When they don’t answer, they send one text message and give up altogether. Leads need to be nurtured.

 It’s important to consider the reasons behind the customer's preferred method of contact, of which there are several. If the customer opted for an email instead of a phone call, perhaps they are changing phone providers, and their phone is out of service. Perhaps they want to purchase the vehicle as a surprise for their partner and want to keep communication minimal. Perhaps they are at work and just need more information. Remember, the first contact is simply that, the first contact. If you disregard the customer's preference, you lose trust. 

What stops customers from moving forward

 The potential customer has visited several dealerships' websites and has now landed on yours. She’s interested in a specific make and model and wants to share her information so a salesperson can contact her… only she’s hesitant. She’s been through this before. 

She doesn’t want to deal with pushy salespeople, she doesn’t want to get trapped on a phone call, and she doesn’t want someone sharing unnecessary information when all she wants to know are a few key details. Inputting her information is an act of trust. 

There are other reasons why a customer might not want to move forward with contact information. It could be that your website is overpowering and crowded, they’re just browsing, or the contact form is confusing. 

All of these concerns can be addressed in the tone of your website, the information you share, and the way you collect customer information. 

Small changes any dealership can make to better connect with customers 

Here are a few small changes you can make to help customers feel more at ease when sharing their contact information. They will also help you establish a connection upon initial contact. 

1. Don’t crowd more information than there needs to be around the contact form. Keep it simple. 
2. Let customers know you’ll contact them using their preferred method. 
3. Include contact methods such as phone, email, SMS, snail mail, and social media. 
4. Upon initial contact, let the customer know you’re open to helping them with more information and can set a date, but don’t push it. 
5. Let the potential customer know which salesperson will be reaching out. 
6. Have a detailed about section on your website with information on each salesperson. This can help to build a connection before the first contact even begins. 
7. Use the right tools to verify leads and communicate with customers. 

ContactVia is the solution you’ve been looking for 

At Authenticom, it’s our job to help you take ownership of your data. This means qualifying leads, cleaning data so you can make better decisions, and sharing data with vendors. We also take customer service seriously. With ContactVia, you can personalize your customer communication by reaching out to them through their preferred channels. This builds trust and helps you stay organized with solid leads. 

We help you reach customers through phone, email, SMS, snail mail, and social media. With a tailored approach, you increase your conversion rates and reach customers at the right time and place. So, instead of customers avoiding you, they’re happy to connect. 

If you want to make this year better for leads, customer service, and conversion, contact us today. We promise a no-hassle introduction and solid information you can use immediately.