Every car dealership owner wants to find ways to improve their sales. In addition to improved profit, an increase in sales can help you to dominate in what can be a highly competitive industry. It is frustrating when you consistently lose out on sales to other dealerships in the area, but there are a few steps that you can take, which should change your fortunes and help you to sell more vehicles. So, whether you are a relatively new dealership or you are simply looking to grow your business then read on for a few strategies which should deliver results and help you to find success.
Use Customer Reviews
Customer reviews are always helpful but particularly in this industry. Consumers are more wary and hesitant when shopping for a vehicle because of the horror stories that you hear of used car scams and sleazy car salespeople. This means that you need to find a way to show that you are a reliable place to buy a car, and there is no better way to do this than with customer reviews. Seek these after every purchase and put them in highly visible places like the website and on social media.
Use Social Media
Leading on from this, you can also increase sales through proper usage of social media. Make sure that you keep your profiles up to date with detailed information and photographs of all the vehicles that you currently have for sale. You should also respond to comments, share relevant content related to automobiles, and create your own content to show your expertise.
Improve Dealership Website
When people are in the market for a new automobile, they will spend time researching different dealerships in the area to find one which looks professional, safe, and reliable. This means that the dealership website is often the first point of contact with potential customers. The website should be sleek, easy-to-use, informative, and valuable. This means that it should include up-to-date information on what vehicles you have and the ability to book in a viewing/test drive.
Stock The Right Vehicles
If you are getting a lot of people visiting your dealership but you are struggling to convert these into customers then it could be your stock that is the issue. You need to make sure that you are selling high-quality and reliable vehicles with options in all different classes. This means that you should have small hatchbacks, saloons, family cars, SUVs, sports cars, and 4x4s to appeal to as many motorists as possible.
Increase Availability
You need to keep in mind that most people are unable to come and shop for a vehicle during typical working hours during the week. Therefore, you need to make sure that you are available during other times at the week – weekends are key for dealerships. Additionally, people should be able to get in touch with dealers around the clock, so remote working and the use of social media is important.
Improve Professionalism
Nobody wants to buy a car from somewhere which does not seem professional. Increasing the professionalism can have a huge impact on the success of the company, and there are many ways to do this. This will include making sure that you have the right insurance in place and you can find motor trade insurance which will offer you the protection that you need online. This will help to improve your reputation while also ensuring that you have the right level of cover
Improve Sales Technique
Selling cars is a real skill and not one which everyone possesses (but it can be taught). You need to be an expert in automobiles and have a deep understanding of every car on the lot, but you must also possess excellent people skills and know how to encourage a sale without being pushy. Additionally, improving your negotiation skills should ensure that you get a good value for every vehicle too.
Offer Flexible Payment Options
Leading on from this, you also need to have some flexibility when it comes to payments. Not many people are able to afford paying the asking price upfront, which is why you need to be able to offer customers finance deals. Additionally, you could also offer a part-exchange service, which allows them to trade in their current vehicle to reduce the price-tag.
Incentives
Incentives can be a good way to push a sale over the line and edge out the competition. This might include offering extended warranties, paint protection, discounts at local mechanics and extras like air fresheners, spare wiper blades and any other accessories.
Competitive Pricing
You also need to make sure that you are not pricing yourself out by setting your prices too high. It is challenging to set prices for used vehicles because no two cars are the same, and there are so many different aspects that make up the price. It is best to use a professional car valuation service and then show to visitors that this is how you have set the price – you should then have some flexibility when it comes down to negotiation.
Increase Marketing
Like most businesses, if you are struggling with sales, then marketing could be a smart solution as this will increase awareness about your brand. This should include both online and offline marketing to increase awareness and encourage more people to use your dealership when they need a new vehicle. Online marketing is valuable for increasing traffic to your dealership website, but offline marketing, such as print adverts, will be highly effective for increasing awareness in your local area. You should also look to get involved with the local community by attending community events and advertising in local publications.
Hopefully, these ideas will help you to increase your sales and be more competitive within the industry. It can be hard to boost sales as a car dealership, particularly when there is competition in the local area, but combining a few of these strategies should deliver powerful results.
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