By Trevor Wilson
The Internet has caused a fundamental change in the way we engage our customers.
In the past we were used to the Dealership traffic coming into our doors through the actual doors. Simple and straight forward approach. The up bus was running full time and it was full! The family would actually take a trip to the Dealership on a Saturday and make a family decision to purchase a vehicle.
Those days are in the past. The up bus is running very infrequently and almost empty. How are our customers getting to us?
Your customer is shopping over 18 websites in the course of gathering information, but they are going to visit approximately 1.3 Dealerships. How are we going to get the attention of the shoppers and get them to visit YOUR Store? The first step is to change the way we are engaging the “e-leads”.
If we had a customer from a phone up or walk in, we would really engage them, ask pointed questions and get them talking. The goal was to open them up and get them to tell you their wants and needs. In the course of this conversation, they would essentially tell you how to close them.
Yet, when they come in through an Internet lead, we completely drop what we have learned and revert back to basic interaction.
We need to be completely transparent in the way we engage the customer. No matter how this customer came to us we can use the same tactics to build the relationship. It’s simple. Ask questions and create calls to actions in your emails. We must not skip the middle steps. Ask the pointed questions just as if you were on the phone with this customer or they were sitting in front of you.