The Victorian State Government’s new set of COVID related restrictions has effectively closed Melbourne-based dealerships doors. And although service departments may remain open, access to them is governed by wider restrictions of movement.
While this means Melbourne consumers won’t be permitted to walk into a showroom and request a test drive, they can still arrange to purchase a car via contactless means such as carsales or via the phone.
For sales staff in the affected dealerships, that opens the way for following up sales leads and the like.
“Over the coming weeks, Melbourne businesses and their staff will find themselves in an unprecedented position,” says Michael Holmes, Executive Director Dealer at carsales.
“We want to reassure Victorian dealers and their staff that we’re on hand to assist you and your team.”
Effective from August 6 until the end (government notified) of Level 4 restrictions, carsales will waive Melbourne based dealers’ fees*. This includes all fixed fee advertising services as well as Lead and Listings charges.
These support measures apply specifically to dealerships located within impacted postcodes under Stage 4 business restrictions, as advised by the Victorian state government.
In addition, to help Victorian dealers adjust and cater to evolving buyer behaviour, carsales will continue to deliver state-specific insights and data over the lockdown period via csnbusinessstg.wpengine.com and carsales Insights.
Dealers can still use the carsales AutoGate suite of tools to nurture prospects and their sales pipelines, even when their showroom doors are closed.
“AutoGate can be put to work over the lockdown period to help nurture existing prospects and develop a pipeline of sales opportunities,” says Holmes.
“AutoGate can also assist dealers to put in place key processes and initiatives for future success, such as optimising inventory merchandising, sourcing and pricing.”
Holmes top five tips for dealerships during this COVID affected period include:
1. Nurture current and incoming sales prospects
During the lockdown, Holmes advises dealers to continue to follow up sales enquiries and engage prospective buyers – both local and interstate.
“Keep in regular contact with your current sales prospects. Many of these prospective buyers will look for a swift sales transaction once lockdown measures are eased,” says Holmes.
Dealers are advised to follow up these prospective buyers promptly and, where possible, deliver the information that prospective buyers would normally require to purchase a vehicle.
“In your exchanges with the prospective buyer, underline why your business is the best place to buy from, and any flexible services that you can offer to enable a quick and seamless transaction in the coming months,” Holmes advises.
Holmes also urges dealers to get creative when communicating with housebound Victorian car buyers.
“Visual communication channels that build connection and trust in your business can engage housebound consumers and help you stand out from the crowd.
“For example, the use of FaceTime or Zoom can help you better ascertain buyer needs, heighten personalisation and build a relationship – especially with consumers in your Primary Market Area.”
2. Review recent enquiries marked as ‘lost’ in AutoGate
The lockdown period is a great time to re-engage enquiries, for instance, those marked as lost in AutoGate over the past month. Your database of recent enquiries can be a great resource to mine over the lockdown period.
“Is that enquiry marked as lost really lost?” Holmes asks, adding: “If you’re finding it difficult to reach consumers, try an SMS.
Many consumers are more comfortable to communicate via text.”
3. Ensure that enquiries are not allocated to absent staff
Ensure that you reassign buyer enquiries to active AutoGate users over the lockdown period for follow up.
“Each enquiry in AutoGate is a prospective buyer that has demonstrated interest in your inventory and purchasing from your business.
“Have they received a response from your business?” Holmes asks.
“Remember that prospective buyers will appreciate attentive customer service and helpfulness when it comes to time to purchasing a vehicle when restrictions are eased.”
4. Update your availability and contact details
Ensure that your carsales auto-responses feature the most up-to-date business information, including those related to new restrictions if you are in an affected area. Business information to update includes your contact hours, phone numbers and response times.
“In these times, it’s important that you manage customer expectations around your availability and response times, such as when you’ll be in touch,” says Holmes.
“It’s sometimes this disconnect between expectation and reality that can cause frustration and push a customer to contact an alternative dealer.”
If your contact details or availability change, ensure that these are also updated in your inventory comments via AutoGate, your business website and social media channels.
5. Review and refine your processes
With in-market Victorian car buyers now forced online, it’s important that dealers optimise their online presence and sales processes.
“Put yourself in the shoes of a prospective buyer to understand if you have gaps in your sales process that hinder a seamless online transaction,” explains Holmes.
“Areas to review and refine include inventory merchandising, follow-up strategy (particularly outside of your traditional business hours), acceptance of online deposits and payments, remote appraisals and trade-ins, and even training and development of staff to understand new processes.”
“Spending time in this area is an investment in your future success. Online sales transactions will continue to be a feature of the Australian auto transactions long after this pandemic ends,” says Holmes.
Counselling service again extended to dealer staff
carsales will again extend access to our carsales Employee Assistance Program, to provide any necessary counselling to dealer employees.
“I’m encouraging all Victorian dealer personnel who are doing it tough, to please consider this service,” Holmes said.
Information on how to access the carsales EAP program is available here.
*All contracts in place as at 6 August will be honoured as No Charge during the stipulated period (including leads). Products purchased after 6 August will attract charges as per the contracted price. These changes will apply to all carsales.com Ltd brands (carsales.com.au, bikesales.com.au, boatsales.com.au, trucksales.com.au, caravancampingsales.com.au, constructionsales.com.au, farmmachinerysales.com.au)
