Part 3 Activation & Monetization

Top call to action

In order for dealers to be successful online they will need to focus on creating an online experience that is transparent, easy to navigate, and delivers important relevant information to car buyers. One mistake that dealers are making right now is having too many calls to action and not being strategic when they are showing calls to action.

When people are presented with too many choices they are less likely to make any choice. Drew recommends that dealers focus on two to three call to actions and that dealers focus on showing call to actions at the right time. Instead of showing the same call to actions on every page, dealers need to think about when to show specific calls to actions where it will be most effective.

How fast should you respond in chat

Dealers will need to be able to communicate with online customers instantaneously. Having a short response time is critical to making an online sale. Drew recommends that dealers try to respond to online communications as fast as possible, ideally immediately, and don’t leave customers waiting for a response to a question or request. 

Technology can help with this. Chat programs now have better AI that can automatically reply to common questions like questions asking for office hours or location. AI can also help dealers provide communication around the clock, helping customers get answers even after the dealership is closed for the day or to schedule a call back time.

What do buyers feel about F&I

Many customers don’t understand how financing works and are worried about getting approved. This is a critical step in the sales process and dealers need to stay on top of communications and keep customers updated. This is a great place where dealers can use automatic messages to keep customers updated on each step along the way by sending out messages when the dealer has contacted the bank, when the bank is processing the application, and of course letting customers know if they got approved.

How dealerships should be having conversations around finance and Insurance

The best way for dealerships to have finance and insurance conversations with customers is through video. F&I is often the last step before making the sale and Drew highly recommends that dealers meet with customers face to face. This not only helps decrease customers' worries and anxiety, but also creates a chance for the salesperson to bond with the buyer by either sharing a personal moment or overcoming a challenge together.

Be sure to check out these links if you missed part 1 or 2

Insights from Gubagoo Part 1: Focus on CX and communication

Insights from Gubagoo Part 2: Improving retention and engagement

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