Part 2 Retention
Dealers need to stop dehumanizing customer experience
The experience of online car buying is vastly different for both the buyer and the seller compared to selling cars in-person. One key difference is that the online buying experience is cold, it is a self-service process that lacks human interaction and buyers are not getting the support they need. Drew makes the comparison that dealers would never ignore a customer that is looking at cars in a physical showroom but that dealers are leaving customers to fend for themselves in digital showrooms.
Drew stresses the importance of treating online customers less like traffic and more like people. Dealers need to connect with their online customers and value them just as much as people who step into the dealership. By focusing on building trust and focusing on relationship building dealers will find more chances to make vehicle recommendations, generate better quality leads, and nurture more sales.
How conversational commerce can make a big impact on selling cars online
Dealers need better tools to manage online communications with customers. Gubagoo, a conversational commerce platform specializing in automotive, helps dealers manage all their online communications including managed chat. Instead of just relying on lead forms, dealers should be interacting with their online customers live to answer questions, make recommendations, and promote active deals.
What dealers should expect when adopting conversational commerce
Switching to conversational commerce will be difficult for dealers at first because it is new and so different to selling at the dealership in-person. But this change is necessary if dealers want to sell cars all-online. Drew recommends that dealers start thinking about what teams they need to manage online conversations, when to make them available, and what their messaging and company’s voice sounds like.
Don’t miss part 3 of Snappr’s interview where Drew Delaware covers finance, insurance, and how to close the sale.
Insights from Gubagoo Part 1: Focus on CX and communication
Insights from Gubagoo Part 3: Closing the deal
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