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2. Transparancy
Building trust is likely the biggest step to successful selling, and it starts with an earnest personal
connection with each consumer. Researching a new vehicle requires a hefty amount of time and
energy from each of your customers – so make it as easy as possible for them along their way.
Consider offering online options for transaction touchpoints like price negotiation and financing to
provide buyers with a clearer look at their buying and financing options. Whether they're
communicating via email, phone or online chat, task your team to focus on establishing a sense of
openness and accessibility for your brand.
3. Personalization
Researching a new vehicle requires a hefty amount of time and energy from each of your
customers, so it's critical dealers show this same commitment to doing their homework when it
comes to their customers.
This starts with personalized marketing. While some dealers
blindly call leads with nothing more than a name and phone
number at their disposal, these interactions ultimately force
the customer to repeat the steps they've likely already taken
along their buying journey.
Ensure your marketing efforts meet customers where they
are and are tailored to their specific wants and needs. The
most effective personalized marketing campaigns have a
strong F&I component, with a targeted and actionable offer
based on household financial data and other factors.
Modernizing your dealership doesn't mean flipping the script on your current processes. While
customer expectations are changing, how dealers adapt to those changes remains the same:
Focus on convenience, build trust through transparency and personalize your approach.
Want to learn more about how Mastermind can help you modernize your dealership's sales
process? Contact us for a free Market EyeQ demo.
Consumers rank "trust" and "competitive pricing" as equally important
determining factors when selecting a dealership to purchase from.
Marchex, The Automotive Buyer Study 2021
61% of people expect
brands to tailor
experiences based on
their preferences.
Google/Greenberg, U.S., Rising Expectations in
Consumer Brand Experiences, March 2018
