What is the New Normal When Selling a Car During and After a Global Crisis?
A lot has changed over the past few months that has impacted the economy and how we think about everyday life. With life turning mostly digital, companies have been forced to reevaluate their business strategies.
As digital marketers, we understand the changing behaviors and use data to build a strategy that is tailored to your company. We’ll help you continue to build relationships with clients while acquiring prospective customers — something essential in the auto industry.
Consumer Behavior
Disruptions to daily life have pushed people toward digital content more than ever. For example, in Seattle, television usage jumped 22% in just one week of March, while NYC saw an 8% increase.
With no live sports, many turned to watching archived games and other online content. Search, social, and digital media have become the primary engagement points. Now is the time to act — not disappear online.
How Auto Dealerships Can Protect Customer Relationships
- Explain Safety Measures: Reassure customers by explaining the safety protocols you’re following. This builds trust and shows your dealership cares about the community.
- Limit Hours and Encourage Appointments: Fewer people on-site and more focused service leads to higher confidence among buyers. Limited hours also give staff time to sanitize and prepare.
- Re-engage Old Leads with New Incentives: Follow up with prospects who previously expressed interest — many manufacturers are offering aggressive incentives that could help close a sale now.
- Deliver Test Drives: Offer to bring the car to the customer for a test drive. This adds convenience and peace of mind.
- Use Facetime for Vehicle Walk-Arounds: Let buyers see the car up close from the comfort of their home using video calls.
- Send Pre-Recorded Walk-Around Videos: Record and send detailed videos of vehicles to interested buyers. This helps them get familiar with the inventory without visiting in person.
- Offer Pickup/Drop-Off for Service Customers: For those practicing social distancing, this service helps them stay safe while maintaining their vehicle.
- Reach Out from Management: Send personal messages from the GM or owner to reassure and stay connected with your customers through email or social platforms.
Final Thoughts
COVID-19 has presented a number of challenges for all businesses, especially auto dealerships. But by adapting to changing behaviors and maintaining proactive communication, you can continue to build trust and drive engagement.