It’s no secret that there are some big issues with inventory right now. From supply chain to allotment, new vehicle dealers are experiencing shortages like never before. So what’s the best way to keep selling new vehicles that don’t yet exist? Factory orders!
Let's look at 5 ways to get your customers ready to order from your dealership.
1. Placement is Everything
How will your customers know that the best way to get the new vehicle they’re looking for is to order it if they don’t even know it is an option? To get these customers ordering, you need to show them how. Creating placements where customers are already looking is an easy way to ensure that they are given the choice to create an order.
Where should you make callouts to ordering vehicles?
- We know that inventory pages are the most popular pages on almost every dealership website, so it should be on every inventory page.
- On VDPs (vehicle display pages) for the very same reason. Plus, with current inventory levels, it’s likely that they might be browsing similar, but imperfect vehicles.
- A page on your website that explains the order process and its benefits.
2. Explain Why Shoppers Should Order With You
Customers have options when it comes to ordering a vehicle: they can order fully online from the OEM, from private leasing companies, or from any other dealership in your franchise. Just like in the good ol' days, it’s important to show why your dealership is different to help persuade customers to order from you.
Reasons a customer might pick your dealership over an alternative ordering option could include:
- Successful order history with testimonials.
- The knowledge of what features may make their timeline faster/longer when ordering.
- Your delivery process.
- Better pricing.
- Your sales team and referrals.
3. Steer Their Digital Decisions
If you push the customer to the national website to make an order, you might lose them.
What do I mean by that? With certain OEMs, the national site will assign an order or a lead on a build & price to the dealership that best matches that customer’s postal/ZIP code - even if a different website sent them there. While this isn’t always the case, we want to be sure you’re getting credit where credit is due and that your dealership is ultimately getting the sale.
Having them connect directly with your dealership from your website allows you more control over the process, and most-often provides a better experience for the customer!
Dealer Hot Tip
If you’re fortunate enough to be a franchise from an OEM (such as Hyundai Canada) that allows you to use their online ordering tool but keep the lead (based on a dealer code in the link) as your own, that creates an opportunity to have your cake and eat it too. Look into the options available to your dealership - there might be opportunities you’re missing out on!
4. Show, Don’t Just Tell
Even though more and more customers are becoming familiar with the online shopping process, there can still be a lot of confusion. Don’t just tell your customers how things work - show them. Most people have no idea what it looks like to step into a dealership and order a vehicle. Create a video that explains the experience and an accompanying page on your website.
Social media can be a great way to communicate simple processes that customers might not know about as well. Think social ad placements as well as organic carousel posts and explainer videos.
5. Let Them Test Drive it, Even Though it Doesn’t Exist
That’s right! Similar to the Tesla model, it makes sense to offer customers the ability to test drive similar vehicles to the one that they want to order.
Sure, the F-150 on your lot might not (yet) have those rails on it, but the one they order will. This will ensure that they like the way the general vehicle feels and handles, but that they will get the one they want without settling. The wave of the future might include dealerships having one of each model to use as a test drive specimen, and then customers will drive away in their new car once their order arrives at the lot. Time will tell!
Get Your Website Up to Speed with Flex
If you’re eager to create new content that will help with your transition to an online vehicle ordering system (or improve what you already have), then our team is standing by to assist. Let’s talk strategy to ensure you continue to sell as many cars as possible, no matter where the future of automotive retail takes you. We’re in this together!
