Power your dealership’s profitability by fully integrating online marketing with the CRM.
Selling cars would be a whole lot easier if you could tell which customers are ready to buy and which ones are “just looking.” It would also be great if you knew from the start which vehicles a customer is considering and what they want to spend, even if they’ve been shopping somewhere other than your dealership website.
With that knowledge, you could send personalized, automated messages with offers based specifically on what each shopper has been looking at. You could also build landing pages on your website with more information about what the shopper has been browsing for, along with similar vehicles that appeal to other customers in the same market.
A Better Shopping Experience
The majority of car buyers welcome this type of one-on-one outreach because they expect to be met where they are in the shopping process when a dealership makes contact. If they have to start from the beginning and explain who they are, what they want, and how much they can afford when they’ve already provided at least some of that information, it adds time and possibly annoyance to the interaction.
The Connections to Get There
Fortunately, the technology to streamline the sales process and automate personalized communication with shoppers throughout the buying journey already exists. And the best way to achieve what we’ve described above is with an integration between a dealership’s website and marketing programs and the CRM.
The CRM is where you track all the relevant customer data – including second- and third-party information that helps you understand what the shopper has been doing online and predict what comes next based on consumer and industry insights.
With that data as fuel, your marketing strategy kicks in.
The Key is Automation
It’s important to remember that integrating online marketing with your CRM streamlines the sales process by automating the marketing tasks. Triggers based on shopper behavior and predictive intelligence can send communications to a potential buyer automatically.
Let’s say a shopper shows interest in three different vehicles. You can have the CRM trigger automated emails with information such as vehicle comparisons, pricing details, and special offers. You can also help the customer keep track of this information with a personalized landing page generated based on the previous communications and drive them there with targeted advertising to keep your dealership top of mind.
This proactive approach keeps customers engaged and informed, increasing the chances of a successful sale.
Connect and Personalize the Shopper Experience for Your Customers
By leveraging the power of data and personalization, you can create a connected shopper experience that delights customers and drives profitability.