Customer Challenges
Are you utilizing all of the resources that are available to find and market to the right customers? If you're not sure, we may have some ideas for you to think about! Take a look at these common problems below that are related to gaining and retaining customers, and consider some possible solutions.
Common Problem - You haven't done any research on your customer persona, so you don't know how to best reach them and keep their attention.
- Find out what triggered your customers to make a purchase, and if possible find out the same from your competitors' customers! Maybe they first heard about your dealership from a friend or family member. Did they look at your website online before coming to the store? Perhaps a post on social media about one of your new units of inventory is what encouraged them to visit.
- Once you have an idea of your customer's journey to buy, you will be better able to prepare and replicate that for future purchases from that customer and for new customers as well.
Common Problem - You don't know how current or potential customers may be engaging with your dealership unless they are directly contacting you.
- Consider review sites like Yelp, word of mouth in your area, and your competitors' communities. What are people saying about your dealership? Monitor this talk about your dealership as much as you can - this is made easier with online communities and sharing - and engage with your customers when appropriate.
Common Problem - Your promotional offers and enticements to get people into your store aren't working.
- How often do you update your offers and incentives? People bore easily and are always looking for something new. Stay competitive and attract more followers by producing new content regularly.
- Share promos and deals on your website and social media channels. Include a call to action button and use lead forms that are quick and easy to fill out. Watch the leads and customers roll in!
Common Problem - You fail to continue marketing to customers who have already made a purchase.
- Past customers at your dealership provide your best opportunities for brand advocacy! You already know they were satisfied enough with your products and service to make a purchase, so they are likely to recommend you to others - especially if you offer some sort of incentive for them to do so.
- In addition to promoting your dealership, past customers are also likely to become repeat customers! If they were happy once, there's a good chance you can make them happy again. Stay on top of mind for service and upgrades. Be ready for the next purchase they decide to make, and let it be from your dealership!
*Thank you to IBM Marketing Cloud as a valuable resource for this blog post.