Never forget what it's like to be a customer
Customer expectations have changed
The motor trade industry is constantly changing and so are customer expectations. The surge in online shopping and next-day deliveries over the past few years has significantly changed how customers prefer to interact and communicate when buying a new car, bike, or van.
During the national lockdowns of 2020/21, many of our dealer partners introduced click and collect services, changing the way cars were sold and bought. Even after the lockdowns, many dealerships have continued to offer click and collect because it's beneficial for both customers and dealerships.
The importance of customer experience
The click and collect service highlighted the importance of adapting to customer demands in the motor trade. It also highlighted the importance of delivering excellent customer service and the benefits of quickly responding to any questions from customers.
A positive customer experience can lead to strong recommendations and repeat business, as customers are more likely to recommend friends and family to purchase from a dealership they trust.
The power of first impressions
In the motor trade, making a good first impression is important, as you only get one chance to win over potential customers. Dealerships must ensure that they communicate with customers in the way they prefer and provide quick, relevant responses. This can be the deciding factor between gaining a loyal customer and losing their business altogether.
Effective communication is key
Modern customers expect dealerships to be available through various communication channels at any time of the day. Whether it's email, phone, WhatsApp, social media, or live chat, dealers must be ready to meet these demands or risk losing out!
How easy it is for your customers to get in touch with you and for them to enquire about your available stock? Putting yourself in the customers' shoes is a good way to start; tailor your business to provide the kind of experience you would want as a customer.
Optimising your website for mobile
Statistics from 2022 show that 47% of website visits in the UK were made on mobile devices. So, it's crucial to make sure that your dealership's website is mobile-friendly.
To check this, simply load your dealership's website on your phone and check how long it takes to load, if the images load properly, and how easy it is to find your contact information. If you find it difficult, potential customers may struggle too, so consider reaching out to your website provider to see if there are any ways it can be improved.
Listening to customer feedback
Actively seek feedback from your customers and pay attention to their opinions and experiences. Valuable insights can be gained from their feedback, allowing you to identify areas for improvement in your dealership's sales process. Additionally, positive customer reviews can be used as effective advertising to attract potential customers.
Put customers at the heart of what you do
By putting customers at the heart of your sales and marketing strategy, dealerships can benefit from repeat business, increased sales, and stand out amidst tough competition in the market. All of this is achievable by never forgetting what it's like to be a customer and putting yourself in their shoes.
Partner with us
If you want to work with one of the best sub-prime finance companies in the UK, First Response Finance is here for you. Our flexible criteria, award-winning service, and consistent recognition from the industry, we are the go-to sub-prime finance company in the motor trade that you can trust.
Partner with us and experience the difference of working with the best subprime finance lenders, dedicated to helping you and your dealership get more deals over the line. If you don’t currently work with First Response Finance and would like to discuss how we can help you and your sub-prime customers, click the relevant button below, and Brad from our team will be in touch to discuss how we can help you sell more cars on finance.
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