With the increasing digitization in the automotive trade, the behavior of buyers and prospects has changed. Car dealerships should adapt to this with their lead management process and act accordingly.
Around 80 percent of customer interactions in sales today come about virtually. Italy, France, Spain, England or Germany – everywhere there is a second wave of digitization. Despite websites, online marketing and lead management systems often lack the performance orientation. However, Germany is less advanced in parts than other markets.
Digitalization fulfills no end in itself. It helps to meet customer needs and thereby sell more cars or more service. MotorK is not about implementing only digital solutions. But with the dealership to work out solutions that benefit him the most. Improved features of the products are continuously updated. This whole process takes place with a very personal support.
The basis for this is the successful “Digital Dealership” concept by MotorK founder Marco Marlia, with which successive processes and tools are being implemented. In particular, these increase awareness of the company through online channels and the conversion of leads into financial statements. The core pillars of a tailor-made concept are a lead-optimized website that pushes the interaction, and measurable, digitized lead management for a consistent follow-up process in customer relationship management.
The way to the digital car dealership
A prerequisite for a successful digital strategy is the analysis of the current state and the requirements of digital touchpoints, employees, processes and existing tools. What are the individual requirements? Where are the priorities? Which functionalities and interfaces are required? On this basis, a tailor-made digital strategy is developed for each individual customer. The basis of this comprehensive package of measures is the “DealerK” method developed by MotorK. The overall concept is mostly based on four pillars – a new website, the lead management system “LeadSparK”, online marketing and accompanying coaching. The scope and characteristics are different.
More Sales – New Website Pushes Interaction
A website now has every company and often this is also nice to look at. But traders are not about winning awards. They want to sell cars and services. A website is a distribution channel. Important for the increase of the business are however extensive possibilities of the interaction for the customer as well as lead generation. Contact forms and effective call-to-actions should help the customer to contact the dealer.
For example, a new car configurator can be fully integrated into the website. The customer can put together his dream car on the dealer’s site and contact the dealer directly with inquiries. Configurations can be shared via social media and messenger services, and ratings can be evaluated. The whole thing can be supplemented by a financial calculator. New lead opportunities are also provided by a free evaluation service. Thanks to the integration into the Infocar, Eurotax, Autouncle, Autobiz and Indicata systems, only a few details are required so that the customer can receive a free quote for their used car.
Optimal lead management
The A & O is now a consistent follow-up process for customer relationship and lead management. The implementation of the LeadSparK system guarantees holistic support, timely follow-up and optimal controlling in sales. The complete sales and after-sales process from receipt of the lead to completion can be managed centrally. Individual processes for measurable, successful lead management up to the time of purchase or further workshop visits can be defined and established in detail. In addition, the development of important key figures is measured and documented.
After the sale is before the sale
Furthermore, MotorK helps with its DealerK method to improve the approach of prospects and customers in marketing. The dealer can access automated processes for optimized marketing activities. Landing pages are designed and online marketing campaigns are individualized. A smart appointment is possible via an appropriate contact form. Here, the customer selects his preferred day and time for an appointment. To confirm the appointment, the dealer then contacts the customer. In a further step, an additional customer app can be implemented. This increases the customer interaction for services and services: For example, the customer receives information about his vehicle, its maintenance and is notified about upcoming maintenance appointments. Increasing customer satisfaction and acquiring new customers is of key importance for long-term business success.
Support by specialized service providers
The company MotorK supports the automotive trade on the complete path to digitization with consulting and its own cloud-based software solutions (SaaS), which enables a fast time-to-market. But here the customer does not just invest in a new website, but in a complete software package. The focus is on end-to-end sales support. MotorK helps lead generation and online marketing to attract new customers to the dealership, assisting lead management with coaching and tools to best “convert” that lead to the buyer, and provides all the digital touch points that a customer needs until the purchase and beyond with the dealership has. Be it a website, a shop, a configurator, a chat, a used car platform or an app. Its customers include car dealerships with only one or two locations, such as Penske sports cars in Hamburg, but also larger units such as the Ruhr dike group with 22 locations.