Have you ever had poor service, bad food or long waits at a restaurant? Most of us unfortunately have. Now, if that restaurant’s CRM department contacted you to come back for another meal would you return? Probably not.You might even be so annoyed as to block them from contacting you electronically.
The same goes for car buyers. It doesn’t matter how many times you email, call or mail your prospects and customers, if they didn’t have a pleasurable experience the first time they came to the dealership, you’ve blown that critical “first impression” opportunity.
Don’t let your CRM efforts go to waste. First fix your sales process. That is the best way to increase the likelihood of seeing return customers (and referrals!):
- Build trust and rapport with a transparent, customer facing sales system
- Engage and excite your customers about their purchase
- Add value by providing full disclosure buying solutions fast
If you’re successful at the above your customers are likely to enjoy your sales process and therefore look forward to hearing from you through your CRM efforts!
For more stats on what consumers are looking for check out Canadian Auto Dealer article, “Be more open on pricing, win more referrals”. The publication has teamed up with leading research firm, Harris/Decima Research to ask consumers questions dealers want to know. This is the 1st article of more to be released in a series of issues.
