By Chris Martin, SVP of Customer Development, Client Command

With the COVID-19 situation, many car dealers are asking the same question – how can our business continue to serve our community, car shoppers, and car owners? We need to ensure that our communities know automotive is open for business and that dealerships will take steps to deliver safe, top-notch service now and when this is over.

There’s much we don’t know in this ever-changing environment, but what we do know is – consumers are still shopping for vehicles. With significant financing and incentive packages from multiple manufacturers, consumer demand is alive. And with J.D. Power reporting 1.8 million leases set to expire between March and July, the demand is only going increase.

To continuing serving their customers well, here are five best practices we are creating together as an automotive family:

1. Pro-actively communicate. In uncertain times, what consumers need most is communication and assurance that your dealership is taking measures to protect the health and safety of customers, employees, and the entire community. Here are a few actions that you can take:

• Notify customers/prospects that you are adjusting store hours, reinforcing state by state “stay at home” protocol, protecting employees, and continuing to disinfect your facility and the vehicles serviced/sold to protect the community’s health.
• Add content on your website about what your dealership is doing to support the health of customers, employees, and your community. You can utilize components like carousel ads and pop-up windows.
• Create a variety of email templates with this messaging so that you are pro-actively addressing any concerns shoppers have.
• Reach out to previous customers to check on them and ensure they know you care.

2. Provide “White-Glove” services. Many dealerships are starting “we come to you” programs on both the purchase and service side.

If your dealership is currently only open for service, you can offer pick-up options to your service customers. When your showroom re-opens, you can also expand this type of option to include offering new vehicle test-drives at a consumer’s home.

Some dealerships are taking it a step further, providing the ability for “at-home” paperwork to further simplify the buying process.

The point is to build confidence with shoppers and make it as convenient as possible for them to see the vehicles they want to purchase and for service customers to continue to maintain their vehicles.

3. Focus on digital retailing. It’s time to double-down on moving as much of the car buying process online as possible. From financing options and trade-in evaluations to virtual-vehicle tours and price negotiation, many dealers have already taken steps in this direction. If you are already taking these steps, keep pressing in to identify even more ways to serve shoppers and customers remotely. If you have not prioritized digital retailing, it’s time to get started.

4. Connect through chat. If the idea of digital retailing feels too large, start by giving consumers ways to connect with you without leaving their home through online chat (you can incorporate chat into your website and advertising).

5. Produce virtual walkarounds of vehicles. Facetime or Skype is also a great way to connect with a shopper and allow them to browse vehicles from the security of their home. You can work with your BDC to set appointments for your salespeople to complete virtual walkarounds.

With these pro-active best practices, you are in a great position to support your community, adapt to the recommendations of local government leaders, and continue to meet the vehicle needs in your community during this crisis.

And when the situation improves and consumers are looking for their next vehicle, as a result of your proactive communication and measures to ensure the community’s safety, your dealership will remain top of mind. We know from the past, that any downturn in the automotive market is followed by a surge. Ensure your dealership is at the top of the consumer’s mind when that time comes!

Be the dealership you and your family would want to buy from during this time.