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As long as your brand can support it, offering pre-orders allows dealerships with low or no inventory to continue
engaging new vehicle customers despite shortages.
When marketing pre-order options, introduce your customers to the idea of ordering and reserving vehicles
as a new normal option for car shopping, empowering them to stay ahead of the rush when new vehicle
deliveries arrive.
When marketing dealership pre-orders:
̆ Engage buyers before they re-enter the market, mapping prospects to vehicles scheduled to arrive before
the customer needs it.
̆ Build trust with customers buying sight unseen with personalized, informational and consistent
messaging that builds on each previous touchpoint, including details related to common concerns and
order status updates.
̆ Sales and BDC teams need to be prepared to speak confidently and set reasonable expectations related
to customer pre-orders by staying up to date on the vehicles in your inventory and any inbound deliveries.
3. Promote Pre-Orders
The service drive offers numerous opportunities for dealers to engage
customers, build rapport and promote customer loyalty long after the
initial sale, keeping your dealership and services top-of-mind when it
comes time for customers to buy.
When communicating with service customers:
̆ Use advanced marketing tools to engage customers with helpful
service notifications at critical moments in their customer journey.
̆ Tailor service messaging to connect with customers through
seasonal offers and other promotional campaigns that speak to their
evolving needs.
̆ Look for goodwill offers like additional service and warranty plans
designed to help customers hold on to their vehicles longer.
4. Tap into the Service Drive
To proactively promote customer loyalty and defend against your competitor's conquest efforts, identify and
engage prospective buyers preparing to return to market in the coming months, such as customers approaching
the end of their payment terms or the end of their warranty.
When engaging loyalty customers:
̆ Personalize your approach when reaching out based on each customer's unique wants and needs, avoiding
"bait-and-switch" deals and including actionable offers.
̆ Stay in consistent contact with your customer base, regularly addressing moments and milestones unique
to each owner's situation in your messaging.
̆ Incentivize customer loyalty with programs like special service offers, referral bonuses or other exclusive
benefits to retain their business.
5. Proactively Defend Your Customer Base
Interested in learning how automotiveMastermind can help your dealership
adapt and overcome inventory challenges? Contact us to learn more
Mastermind data
finds customers
who serviced with
a dealer are 2.5x
more likely to
purchase their next
vehicle from the
same retailer.
