sales
The 5 Essential Sales Skills and Why They Matter
It’s imperative that your sales and service teams have these crucial sales skills to help them most effectively work with their customers.
Struggling with poor dealership sales performance? Rev up your sales figures with five tried-and-true strategies for explosive growth in 2024.
Is your dealership stuck in a sales rut? Or perhaps you're doing "okay," but you know in your heart of hearts you could do much better? If yes, this is for you.
We’ve all heard the doom and gloom highlights:
- The automotive sales industry is fiercely competitive
- Dealerships face challenges with economic and regulatory shifts
- The traditional sales process is outdated (or, as we say in the auto industry, the Road to a Sale is dead)
But when it’s all said and done, adapting to these realities is your path to success. Old tactics and one-size-fits-all scripts are sure to tank your dealership's performance.
What you need are fresh, technology-driven, and customer-centric strategies that actually work.
This article will cover 5 strategies to help you do just that. You’ll learn how to revamp your approach, engage today's car buyers, and propel your sales to new heights.
1. Double Down on Digital Marketing
The automotive sales industry has seen a significant shift thanks to the internet. Gone are the days when car sales were only physical. Now, customers start (and sometimes complete) their buying journey online.
Case in point, 92% of car buyers do their research online before setting foot in a dealership. And 80% of customers are open to completing their entire purchase online.
The lesson? Your dealership needs to be where your customers are: online. And to break into the online space, consider the following strategies:
- SEO and Content Marketing: Optimize your website with relevant, high-quality content. Posts and videos about the latest car models, maintenance tips, and buying guides are great for traffic. Plus, they position your dealership as an authority.
- Social Media: Platforms like Instagram and YouTube help put your dealership on display. There, you can show off your inventory, share testimonials, and do much more.
- Email Campaigns: Targeted email campaigns are great ways to generate and nurture leads. After all, segmented email campaigns can increase revenue by up to 760%.
2. Embrace Technology and Automation
At this point, using technology and automation in your dealership is a no-brainer. The differentiator is using the right combination of tools to guarantee success. Consider the table below to do just that.
|
Tech/Automation Tool |
Goal |
Benefits |
|
Customer Relationship Management (CRM) Systems |
Organize customer data and interactions |
No more sticky notes. With CRMs, you can leverage customer data to personalize the sales journey. |
|
Digital Lead Scoring Software |
Prioritize leads with high sales potential |
Let the software do the heavy lifting to identify hot leads based on set criteria. This way, your sales team can focus on the most promising opportunities. |
|
Virtual Showrooms |
Provide an immersive, online experience for tech-savvy buyers |
High-quality photos and videos are table stakes. Take it a step further with 360-degree tours and detailed specs to show lifestyle appeal. |
|
Automated Email Marketing |
Nurture leads and stay top-of-mind |
Schedule automated emails packed with valuable content and special offers. This keeps potential customers engaged until they're ready to buy. |
|
Appointment Scheduling Software |
Eliminate phone tags and streamline scheduling |
Let customers schedule appointments online to reduce back-and-forth communication. |
|
Chatbots and AI |
Provide instant customer support |
Improve customer experience with 24/7 response times. This also frees up sales reps for high-value tasks. |
|
Online Financing Tools |
Simplify financing for customers |
Reduce payment friction by letting customers apply for financing and complete transactions online. |
3. Harness the Power of Data and Analytics
Data is the new oil. And harnessing it can be a game-changer for your dealership sales. Case in point, a McKinsey report says analytics-driven businesses are twice as likely to get above-average profits.
To start, use your CRM to capture data across all relevant touchpoints. Consider customer information, past sales figures, marketing campaign performance, and so on.
Then, use advanced analytics tools to dig out valuable insights. This could be high-potential customer segments, effective marketing channels, or inventory issues. With these, you can plan your strategy accordingly.
Depending on your budget, you can drill even deeper with predictive analytics software. This way, you can forecast sales trends and meet customers’ needs without missing a beat.
4. Upscale the Customer Experience
Another great way to boost auto sales performance is via exceptional customer service. Done right, this can set your dealership apart and keep customers hooked.
Here are key practices to adopt for the best results:
- Personalize the Sales Journey: Treat every customer as unique. Use your CRM data to personalize your interactions. Did a consumer show interest in SUVs online? Highlight your latest SUV models during their visit.
- Streamline Your Sales Process: Car buyers value convenience. They crave smooth, easy experiences. Provide this with online features, virtual test drives, and exceptional vehicle delivery experience.
- Practice Post-Sale Follow-Up: Maintain relationships with customers after the sale. Send thank-you notes, service reminders, and special offers. A satisfied customer is more likely to return and refer others to your dealership.
5. Invest in Sales Training
Last but not least, your sales team is your biggest asset. Investing in their training is the surest way to guarantee better sales performance. After all, a team that knows its craft inspires confidence and closes more deals.
To get it right, cover the sales latest techniques and customer service skills in your teachings. Beyond that, teach them key sales terms and concepts to make them more knowledgeable.
Use role-playing scenarios and real-world examples to keep things interesting. But don’t stop there. Go the extra mile to motivate your team with performance-based incentives like bonuses. This not only boosts morale but also drives higher sales performance.
Shift Your Car Sales into High Gear with Proven Strategies
Whether you’re a newbie in automotive sales or an industry veteran, you can’t afford to get too comfortable. In the dynamic field of automotive sales, standing still may as well mean falling behind.
By adopting these strategies, you can streamline processes, build trust, and drive sales through the roof.
Ready to shift your dealership into high gear? Quantum5.ai offers frictionless sales training to keep your team on top of their game.
Schedule a demo today to sell better and leave the competition in the rearview mirror.
