3 ways to guide automotive customers through the customer journey

A new car is one of the biggest purchases a customer can make, so it’s natural that they want to take time and care to ensure that they’re making the right decision for them. This is why lead nurturing is so important: as the customer sales journey is a relatively lengthy one, coaxing them from one stage of consideration to the next can maximise the chances of completing a sale.

Through reliable data, positive engagement and increased satisfaction, you can make the most of each and every opportunity. In this blog, we’ll uncover the importance of lead nurturing with our top 3 tips to engage customers through each stage of the buyer journey, from pre-purchase to post.

Make a great first impression

Starting the customer journey on the front foot is absolutely critical, and that begins with a speedy response to the customer’s initial enquiry. After all, you’re unlikely to be the only dealership they’ve made contact with, and if you don’t get in touch with them quickly, then one of your competitors probably will. More than half of car buyers expect a response to their first contact within three hours, and nearly a quarter expect it inside 30 minutes. Automated communication through Dealerweb React can enable super-quick responses to every web lead you receive, for increased customer success.

This rapid response should be delivered using the same channel that the customer used to get in touch: two-thirds of car buyers expect this to be the case. If this is through digital means (i.e. email, social media or a web-based enquiry), then you have the opportunity to use video to deliver accessible, personalised information to the customer. Dealerweb’s integration with CitNOW Sales enables the development of an immersive, individual experience for the customer.

Maximise opportunities

Gone are the days where customers walk through the door of the dealership without any idea of what they’re looking for. The ability for them to conduct extensive research online means that they’re generally more informed, with over 50% of customers knowing exactly the car they wish to purchase before initial contact.

In turn, that means that they’re further along in their consideration stage, and therefore generally travel to fewer dealerships. When making their most recent car purchase, 80% of car buyers visited only one or two dealerships, and 33% only visited one.

Delivering excellent customer experiences up to that stage will improve the chances of them selecting your dealership to visit. A key part of this is integrating the customer journey to the point that there is never the need for them to repeat information at different stages, or to different members of sales staff. Dealerweb Showroom allows all customer data to be stored in a single place that’s accessible to every member of one team, so that experiences can be better coordinated.

Keep customers informed

Securing a sale is never the end of the customer journey. Keeping them informed and maintaining lines of communication is critical all the way through to handover and beyond. It helps customers feel valued by the dealership, keeps their engagement high as they wait for their vehicle, and also gives you the opportunity to upsell your aftersales products.

Much of this comes down to getting the basics right, such as following up on promises to contact customers at a specific time. Dealerweb Showroom can be used to set up contact reminders, so that sales staff never forget to make contact when they need to.

There’s also plenty of scope to be proactive, through positive communications that encourage customer excitement. For example, over the last year or two, when waiting times for new vehicles have been long, many dealerships utilise personalised videos using CitNOW to keep customers engaged. These could focus on manufacturing updates for their new vehicle, or highlighting particular features.

In summary

Every stage of the customer journey is full of opportunities to boost the interest, excitement and confidence of the buyer. At a time when many people’s finances are under pressure, and people want to be absolutely sure that they’re making the right decision, this can make the difference between generating a sale (and aftersale) or losing revenue to your competitors.

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