Keep customers up to date with your stock as soon as it is available

As the lack of new stock drives up the price of used vehicles, buyer behaviour is changing once again. A recent report from eBay Motors found that people spend more time researching a car purchase online and use more search platforms than before the pandemic. Buyers spend an average of six weeks looking for the right vehicle, using between three and five different websites to search for the right car at the right price.

That means it has never been more vital to keep relevant stock at the forefront of potential buyers’ minds. However, keeping on top of leads is a time-consuming process, currently exacerbated by the disparity between supply and demand and the growing number of prospects in the sales funnel. Adapting to this new set of circumstances can be eased by introducing greater automation into your sales strategy.

The latest software tools can keep customers engaged, automatically sharing details of stock that is relevant to their original enquiry. By tailoring communications to specific customer needs and then keeping them up to date with stock levels via email and social media advertising, automation can help ensure that your vehicles are the ones customers keep coming back to and ultimately purchase.

By Jeremy Evans, managing director, Marketing Delivery

READ MORE FROM AUTO RETAIL INSPIRE

Why giving customers their privacy can boost returns

Winning the popularity contest at work