Having trouble getting customers to the lot? Your reputation may have something to do with it!
The days of how we used to buy and sell cars in many ways, seems prehistoric now that the pandemic and chip shortages have challenged the auto entire industry over the last year. However, there is still hope, and it starts with the dealer.
According to Tyson Jominy’s (VP of Data and Analytics at J.D. Power) reflections on data accumulated during the 2020 lockdown, “...finding a vehicle required working closely with a dealer and, when presented with obstacles, shoppers turned to the dealer they already knew. As a result, the level of increased loyalty this year is remarkable.”
How does Customer Satisfaction affect me?
As a dealer, customer satisfaction matters. Here is why:
Loyal customers are 5x more likely to purchase again and 4x more likely to refer a friend
Customers tell an avg. of 9 people about a positive experience, but tell an avg. of 16 people about a negative experience
89% of online consumers make an effort to read reviews before buying products
79% of shoppers trust online reviews as much as personal recommendations
~18% of negative reviews were written because of poor customer service
~14% of negative reviews were in reference to poor delivery of products
Customer retention doesn't just help with your car sales, it's also a way to help reduce your expenses. According to Used Car News, “A 2% increase in customer retention is the same as cutting business expenses by 10%”
So, How can we increase Customer Retention?
Respond to ALL of your leads! A lead not responded to is a customer ignored.
Respond as quickly as possible! Our culture is used to quick delivery of everything! Why should our responses be any different?
Be cordial in your messages. It doesn’t matter if they talked poorly to you, they are still a customer that has the potential to buy a vehicle, and even still, make or break your dealership’s reputation, as well as bring forth customer retention.
Collect More Reviews. If you have bad reviews, don’t worry. Get more. The more positive reviews you have, the better it will increase your reputation and your business’ credibility and trust.
The reality is, success these days is largely fed by returning customers who trust and love your business from the moment they message you, to the time they drive off your lot with the windows rolled down knowing they got a great car. If you need to make some changes or want to know steps you can take on OfferUp to improve the user experience. Let us know. We want to help. Contact your account manager, or simply follow this link to let us know you are interested.
Every lead counts. Every customer counts. Every person counts.
Sources:
https://www.kbb.com/car-news/study-coronavirus-made-car-shoppers-more-brand-loyal/
https://www.oberlo.com/blog/online-review-statistics
https://www.jdpower.com/business/press-releases/2021-us-automotive-brand-loyalty-study