Published 12 Jul 2023
No one wants a quiet car yard as we all know that no customers means no business.
We also know that getting customers onto your car yard is crucial for generating sales and for growing your business. This can sometimes be a tricky task and one that many of our dealers struggle with as it requires a combination of not just one, but multiple activities.
In this blog we discuss some key principles that we recommend implementing into your dealership to help drive the number of feet walking through your doors.
Online presence: Establish a strong online presence through a professional, easy to navigate website and active social media profiles. Showcase your inventory, highlight the benefits of each vehicle you have in stock, as well as any finance and insurance offerings you may have.
It's important to understand that car buyers want to know whether or not they can trust a car dealership by looking at their website so be sure to provide detailed information about your dealership including customer reviews (these are excellent at building trust). Be sure to regularly update your online platforms to keep customers engaged and informed.
Online advertising: Utilise targeted online advertising to reach potential car buyers. Consider using platforms like Facebook and Google Ads to promote your dealership, specific vehicles, or ongoing promotions. Ensure that your ads have compelling visuals and clear calls-to-action.
Our product AdConnect is a great place to start with online advertising.
Referral program: Studies show that consumers are more likely to purchase from a business referred to them by friends and family so implementing a referral program into your dealership is a no brainer.
Your referral program should incentivise existing customers to refer their friends and family to your dealership by offering cash or vouchers for successful referrals, as this can significantly expand your customer base through word-of-mouth and bring in a few extra sales per month.
Yard presentation: This one is simple. First impressions go a long way so ensure your car yard looks tidy, the vehicles are well presented and have clean and informative signage.
Make sure your offerings (such as finance, insurance and free test drives) are visible to passers-by.
Provide competitive and simple financing options: Partner with reputable lenders or offer in-house financing options to make purchasing a car easy and more accessible for customers.
Clearly communicate the financing options available and provide assistance throughout the financing process. Finance Central is a fantastic solutions for those after a simplified process with a quick turnaround.
SEO optimisation: Optimise your website and online content for search engines like Google. Conduct keyword research to identify relevant terms that car buyers are likely to search for (particularly local search terms e.g. 'Cars for sale Auckland') and incorporate them naturally into your website copy, blog posts, and vehicle descriptions.
This will help improve your visibility in search engine results enabling you to reach more car buyers. If you are not sure how to do this, then we recommend sourcing a local SEO expert to set this up for you.
Local marketing: Leverage local marketing strategies to raise awareness about your car yard. Distribute flyers, advertise in local newspapers or magazines, and partner with other local businesses to cross-promote your dealership.
Participate in community events to increase visibility and build relationships with potential customers.
Superior customer service: Again, this is a simple one. How many times have you walked away from a business and thought to yourself, 'Wow that was a fantastic experience' this is the type of experience you should strive to offer each individual customer.
Offer personalised attention, provide them with the information they need, answer questions promptly, and ensure a positive experience from the moment customers arrive, to the moment they leave and any follow-ups beyond. Satisfied customers are more likely to come back for repeat business and to recommend your dealership to others.
We hope you feel inspiration to put some or all these principles into action. If you have any questions or would like support in these areas please get in touch with your local Dealer Solution Consultant.