Auto dealerships are one of the last remaining vestiges of the true, in-person sales experience. Right up there with real estate, they’re one of the last industries where people would still prefer to show up, rather than do it online. Not coincidentally, car sales is also one of the few industries where the salesperson can matter more than the product. Customers expect to build a real relationship with their auto dealer, carrying that person’s business card in their wallet for years.
Unfortunately for busy auto dealers, this has been a bit of a double-edged sword. With so much importance placed on phone calls and on-site contact, there hasn’t been constant pressure to adapt to tons of new software. However, that also means not being able to embrace the advantages these technologies offer. Unlike other types of workers, auto dealers can’t usually work from home. They also don’t always have the resources to automate menial, repetitive tasks.
All that is changing, however, as startups develop specialized software for the auto industry. These platforms are digitizing what has long been a relatively old-school, in person set of processes. Auto dealers used to spend huge chunks of their time manually scheduling phone calls, follow-ups, appointments, and documentation. Here’s how your dealership can use tech to handle the admin, so your dealers can focus on what matters: the customers.
1. Use Conversational AI
One of the most obvious ways to free up auto dealers’ time is to get them off the phone, at least some of the time. Agents devote hours a day on the phone doing everything from answering basic questions to scheduling test drive and service appointments. This used to make sense, in a world where the phone was the best and quickest way to get in touch. The modern-day customer, however, hates making phone calls, and would much rather do everything online.
Enter automotive sales software, made with generative AI technologies that can answer customer questions and handle administrative tasks. They can man the dealership after hours, so agents can get home to their families. A quick round of messages with a chatbot, and a customer can have their appointment scheduled and ready to go. AI answers detailed questions about inventory, financing, and more. It can even use personalized language to persistently follow up with leads.
2. Provide Virtual Viewings
While conversational AI tools can talk about products, customers still want to see them. That’s where 360-degree online viewing tools can make all the difference in landing the sale. With these tools, the customers can inspect each vehicle inside and out, without ever leaving home. Yes, most customers do still eventually want to come in and test drive the vehicle before buying. Still, this up-close experience can help them make up their minds before they make the trip.
The advantages for the dealer are obvious: the customer is already halfway sold on what they want before a conversation even happens. Plus, a lot less energy is wasted on in-store showings of various vehicles. With virtual viewings, the customer can significantly narrow down their options, and the agent doesn’t have to do as much explaining. That means more sales, and potentially the opportunity to move more customers through the store in less time.
3. Offer Online Consultations
Some customers do still want that personal touch of speaking to a real, live agent — especially if they’re calling about a problem. They want to get their information and help face-to-face, from someone who can consistently pass a Turing test. However, agents may want more scheduling flexibility, and customers may not want (or feel safe) to drive into the shop. A phone call may feel personal enough, or the customer may need to show something to the agent.
That’s where virtual consultations come in handy, especially when a customer’s vehicle has an issue. The customer can schedule an online video meeting to talk to the agent and even show them the problem. On the flipside, when the car is in the shop, repair technicians can use video to show customers exactly where and what the problem is. This can help build trust between service teams and customers, improving the customer experience and reducing churn.
4. Automate Routine Tasks
While conversational AI can follow-up with leads, there are other ways to maintain consistent contact. CRM and sales tools can also schedule emails and send SMS notifications to customers’ phones. These tools automate tedious processes like remembering to follow up with leads, or reminding customers when it’s time for regular maintenance. No one has to remember to send a reminder; the software pushes it out automatically at just the right time.
Some software tools can even use predictive analytics to determine the optimal timing, messaging, and interactions to land the sale. For example, they can figure out that Sally prefers SMS messages, while Bob prefers email. They can then determine the exact right time of day to text Sally and the subject header to put in Bob’s email. By precisely personalizing these details, it becomes much more likely that Bob and Sally will respond and eventually make a purchase.
Putting the Pedal to the Metal
Digital technologies are advancing so quickly, it’s hard to say where things will be in a few years. Cars are already teaching themselves to drive, while customers sit back and play around with a touchscreen. Who knows what the role of the auto dealer will be — will they eventually become a robot too? For now, it’s unlikely: at the end of the day, most customers still want some sort of human touch.
