While the COVID-19 pandemic has decimated businesses across the board, it has been particularly hard on automotive dealers. In light of the new realities that dealers are facing – including mandatory showroom closures, strict social distancing guidelines, an increased reliance on web traffic, and an overall decline in sales – many questions have arisen about how auto dealerships should prepare and respond to the current crisis. In addition, dealers are seeking new ways to be well positioned for growth once the pandemic subsides.
“We are all in this and will get through this together” is a common foundational emotional appeal message getting much play today. It hones in on the emotional needs for reassurance and resonates very powerfully for an extended period of time. Creating a “bond of empathy” with existing customers as well as prospects should be at the top of your marketing lists. With that in mind, I’d like to share some top action items to help you mitigate risks to your business today and to thrive tomorrow:
- Take a pro-active approach in helping clients reconfigure their expectations and lead by example.
- Adjust operations to service customers’ needs remotely. By making it easier for customers and prospects to shop, test drive, finance or service their vehicles from home we display and reinforce our commitments, which in turn engenders trust and loyalty.
- Be prepared to accept these service enhancements as the new business normal. Customers that become accustomed to these new levels of service today will “expect them” tomorrow. Leverage them as part of your differentiation strategy.
- Evolve client and prospect messaging to showcase how your dealership is going above and beyond in helping your customers easily navigate the new realities of car shopping and managing vehicle service visits from home. “Differentiate or Die”.
- Aggressively promote the incredible incentives manufacturers are now offering – such as 0% APR and deferred payments – highlighting the extreme affordability that customers can enjoy right now.
- Reduce customers’ health concerns while concurrently boosting convenience via service vehicle pick-up and delivery, full vehicle sanitization, at-home test drives and home vehicle delivery. Reach out consistently and keep customers informed. Again, be prepared to continue the practices as customers will come to expect them.
By providing customers with strong motivations, more convenient purchase options and reducing fear, auto dealers can be successful in capturing a greater share of the available auto marketplace today.
Fostering a strong top-of-mind presence and promoting the “customer-first” approach is important in this time of crisis. “Lead Or Be Led” should be our motto. Our customers and prospects are looking for answers and we need to come to their aid.
These steps today will leave your dealership better positioned to enjoy robust growth once consumer confidence begins to return to its pre-COVID levels. Being prepared in advance will be your dealership’s best advantage to dominate your trade area and to conquest surrounding areas quickly to ensure success.
As the COVID situation evolves, surviving in the new normal is at the center of everyone’s thoughts. The fact is this: “Change is the constant which we must all prepare to face”. Predicting the change, and helping organizations adapt to today’s new realities, is what we do best – so you can be positioned to experience a healthy rebound . ARG has the tools and products to help your business be positioned to survive the current crisis and be prepared to thrive in the “New Business Normal.”