Blog
Turning prospects into sales
Paul Newton, Chief Executive Officer of Car Care Plan, writes:
A steady and improving car market has positive implications for the entire industry – it provides continuity and certainty for the UK’s manufacturing base, for the support and supply industries and for providers of associated products and services. It is really great news all round and it seems everyone has played their part to bring us back up to record sales levels.
Manufacturers are providing customers with stylish, desirable new cars, as well as exceptionally attractive retail and fleet offers, and dealers have actively embraced the new trading environment by changing their business models and adapting their sales processes to make the most of the opportunities. Turning prospects into sales and providing add-on products to maximise return has helped diversify and improve returns for many.
Learn more about the benefits of selling add-on products to your customers in our free eBook: A guide to motoring financial aftercare.
Benefits of growing car sales
Almost four years of consecutive new car sales growth means rosier times for UK car retailers. Economic stability and growth means customers are starting to recover their confidence and invest in their motoring, bringing with them new finance sales, GAP opportunities and service and maintenance potential. The longer term implications flow well beyond the new car market.
More new car registrations mean more trade-ins too and with them come a higher number of used car transactions across the market. With used car buyers looking for the new car experience without the price tag, it’s the perfect opportunity to provide solutions that bring customers back to you time after time. Great customer service and providing support after the customer drives their new vehicle off the forecourt are just two ways of boosting retention.
Learn more about boosting customer satisfaction by downloading our free eBook: Putting customers at the heart of your business.
Turning prospects into sales
Potential customers might be lured into your showroom after seeing the latest model in their monthly motoring magazine but when they’re there it’s vital to have the stock on the forecourt and products at the ready. If you want to turn prospects into sales, you must have the right tools at your disposal.
Car Care Plan works with thousands of dealers up and down the country to help give customers who’ve read about the latest model the showroom experience they expect. Together, we refine sales processes to help make the car the central part of the purchase but not the only part, ensuring customers go away equipped for ownership and not just for purchase.
It’s about making sure the sales process dealers adopt not only help sell the car but, when times are tough, they also have the ability to use add-on products to make up for shortfalls on vehicle sales volume. We help to present the overall proposition to customers, tailored to their individual needs, ensuring a positive lasting impression of their experience in your dealership.
Of course, it helps that retailers have the right products in place to support those sales processes and dealers should review their propositions to make sure warranty cover, GAP protection or cosmetic repair insurance actively support the vehicles they’re selling. If your provider isn’t offering 5-star Defaqto GAP Insurance, for example, ask them why not and consider what your customers make of your product.
With the right sales process in place, dealers can give customers a stronger customer experience and customers come away with products that support ownership of their new car. It doesn’t just strengthen customer interest in cars, it strengthens their interest in your business.
Car Care Plan offers a FREE Dealer Health Check service to help you provide the best customer experience. Sign up for your health check today.