Join Vertical's own auto dealer communications guru, Kevin Butler, as he conducts a free webinar with our friends at Auto Success Magazine on Thursday July 14 at 2pm EDT. Entitled, "Six Ways to Prevent Smartphone Shoppers in Your Showroom from Surfing Your Competition", this webinar will discuss how you can prevent the estimated 63% of prospects in your showroom that are using their smartphone to find a better deal with your competition.
As CSI scores continue to rise, it’s even tougher for your dealership to stand out. One overlooked way to improve your scores -- and reap the benefits from manufacturers -- is to proactively manage communication with your customers.
Service, Service, Service
In real estate, the mantra is location, location, location. But in the auto dealer business, it’s more about service, service, service.
Service as a percentage of total revenue has continued to fall over the last five years, but the net profit from service continues to climb (NADA Report 2014). As such, your service department should be one of your most profitable departments. The key to a successful service business is satisfied, recurring customers. In this post, we’ll show you how to optimize your telephone and in-person service workflows to ensure customers keep coming back.
What the statistics tell you about auto buyers
Here are a couple statistics that all auto dealerships should know:
- The average auto buyer walks into only 1.4 showrooms before purchasing (DMEa's 2014 survey, April 2014).
- 62% of auto buyers say that customer service at the dealership influences their next purchase (Google's statistics, November 2013).
- 52% also say that ongoing dealer interactions after the purchase and throughout ownership also affects their next purchase (Google's statistics, November 2013).
Myth: Most inbound calls convert to sales opportunities
A year-long study conducted by IHS Automotive recently revealed that 84% of inbound calls to 540 dealerships nationwide didn’t convert to sales. So jumping to the conclusion that your inbound calls are not your best source of customers isn’t crazy. Or is it?