The 5 Step Essential Guide to Virtual Dealership Sales Events

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800.801.0018 | info@automotiveMastermind.com ©2020 automotiveMastermind®. All rights reserved. | A business unit of IHS Markit™ REQUEST A DEMO: automotiveMastermind.com Get that team together and talk about developing a creative solution for delivering the same great customer experience online as you do in-person. No one knows the ins and outs of your dealership's process – or your customers – like your sales team. Fill them in on your targeted audience and end-goals and ask them for their input when creating your plan. Including their input on factors like staffing and communication channels is crucial – and can be the difference between effective and ineffective events. 4. Update Your External Messaging After you decide who you are trying to engage, what kind of event you're planning and how exactly your virtual sales event will function, the next step you must take is to update your messaging across all your audience-facing channels. Your dealership's website, on-hold recordings, social media accounts and more should all contain clear and consistent messaging related to your event and the buying experience that customers should expect. Don't worry, a full-fledge advertising campaign for a small event isn't necessary, especially if this is your first time hosting a virtual year-end sales event. But your website home page should, at the very least, reference the event, if not be fully dedicated to your event's messaging. 5. Update Your Dealership's Website Of course, your dealership's website is more than just a place to communicate marketing messages. While making the previously described updates, it's also critical to ensure your website and digital platforms are in tip-top shape to support the goals of your dealership's digital sales event. Conduct an audit of your site to ensure items are up to date. Look for areas to update including: ▪ Vehicle descriptions, especially pre-owned ▪ Pricing on every vehicle ▪ Vehicle photos, removing any old photos for the season ▪ Contact information and contact forms There is no single, one-size-fits-all approach to hosting an unprecedented virtual sales event. But thinking ahead about what customers you're trying to attract, crafting an event tailored for them and removing any roadblocks in their way is critical, regardless of which format your event follows. If you're interested in learning how Mastermind can support your dealership's virtual event strategy, contact us for a free demo.

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