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The Role of Social Media in Turning a Car Sales Lead Into a Loyal Customer

Posted on: June 20th, 2012 by credit

The deal went smooth. Your sales staff did well. The customer was happy and it was a good sale. But not many dealers would really care about their post-purchase relationship with their customers. What should happen after the sale?

Social media has gained popularity as a helpful and effective tool in generating leads, promoting dealerships, and establishing relationships with prospects. However, it can also work the same way in promoting customer loyalty. The results of a recent study done by online-based providers of automotive marketing solutions and car information showed that social media, especially Facebook, plays a major role in the car buying process.

There are two major factors that affect the after-purchase response of a customer. They are experience with the dealership and experience with the vehicle. If a customer is happy with the dealership’s service and with the vehicle that he bought, it is most likely that he will continue his relationship with the dealership—avail other services, purchase a new vehicle in the future, or recommend the dealership to others. However, there is also a great effect when customers are not satisfied with their car purchase experience.

In the study, a small percentage of the respondents said that they do post negative reactions and comments on Facebook when they are not satisfied with their car purchase. The fact that such car buyers exist implies that people talk about their car purchase experience in social networking sites—whether good or bad—which could affect your dealership positively or negatively.

What is this to you now? Just like what has been pointed out, people who happily bought a new car would turn to social media to share the good news—or the bad news. This very action of car buyers is an effortless word of mouth marketing on your part. According to the study, more than half post something about their new car on Facebook. Thus, if customers are happy, you get instant promotion for your dealership as your customers talk about you and their new car.

There could be other good things social media and customer loyalty could bring your dealership. But what’s the secret of gaining customer loyalty after a car sales lead turn into a happy sale? The study concluded that it is all about building trust during the purchase phase of the car buying process and immediately after that. Establish lasting relationships with your customers. Remember that if customers are satisfied with your dealership, they wouldn’t feel the need to consider other options. They’ll stick with you. Moreover, having loyal customers brings you repeat purchases. Therefore, it is never a waste to invest time, money, and effort in building a strong relationship with a car sales lead when you know it’ll eventually yield great results.

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