We all know that the world has changed, but have we changed tactics accordingly? Post-COVID consumers are less likely to take finance risks, less likely to interact with salespeople face-to-face, and unfortunately for those of us in the autos industry – not nearly driving or traveling as much as they used to. Here are a few tips for dealing with the new normal.
- Put yourself in the customers’ shoes.
You aren’t just selling cars anymore. You’re selling a sense of well-being. Ask yourself what fears the customer might have about making a big purchase. Are they worried that they may lose their job and end up unable to pay for the car? Talk about why the car makes sense in the current economy. Resale value and popularity are important – if you can’t afford the car anymore, you can sell it quickly. Is the car is a good workhorse or approved by Uber? It’s more than just getting from A to B, it’s an income stream. Highlight those features the way you would highlight horsepower and boot capacity, and you are good to go.
- Keep learning.
Don’t spend your idle time being idle. There are dozens of webinars, whitepapers and other opportunities being uploaded daily about the post-COVID world. Take some time to upskill. Take a short marketing course, or speak to a few salespeople that you admire. You’ll need all the tools you have at your disposal to make it through the tough times ahead.
- Look for customers proactively.
Customers are spending their time online – not at dealerships. Use your social media pages to speak to them! Post opinion pieces on LinkedIn about the best cars to buy, take part in forums, offer advice and consultation services for customers looking for cars to buy. People want to make informed decisions, so be the one that informs them!
- Stay positive.
Self-motivation and positivity are skills! Make sure that you maintain a healthy mental space. Keep all the good habits you’ve picked up during lockdown – exercising, relaxing, spending time with your family. If you love what you do, others will love working with you to find their new ride!