How to Market Like a Mind Reader
For just a moment, step into the shoes of a hypothetical dealership customer. You receive an email from a local dealer featuring an enticing promo – an attractive lease offer, perhaps, or mark-downs on certain used models.
Like most people, you could use a vehicle upgrade if the price (or monthly payment) is right, so you click through to the website, where you instantly see the same offer.
You like to be as informed as possible though, so you take time to browse the dealership’s other offerings. Meanwhile, on the other end of this exchange, a dealership salesperson receives alerts about your interests and activities.
The first thing they will do is go though their task log, where they’ll see the email you were sent and the actions you took upon receipt, including the specific vehicles you browsed.
You’ve just become a viable sales lead! Naturally, the next thing the salesperson will do is what they’ve been trained to do: give you a call.
Also naturally, you’ll do what everyone does these days: not answer the unfamiliar number, probably waiting for a voicemail before calling back.
Once you do connect, however, that salesperson is already armed with valuable insights: who you are, the content of the email you received, and what vehicles and offers you viewed on the website.
It’s dealership marketing like a mind reader, but it's a science. The science is in collecting and interpreting the information that tells you want car shoppers want. Then you can influence their decisions at every step of the buying process with data that informs, strategy that delivers, and the tools, people, and processes to execute.
Online retail giants expertly handle the on-demand economy with great success. There’s no reason you can't bring it to the dealership.