Create an Undeniably Modern Parts Shopping Experience
A modern shopping experience equates to a single thing: digital. Can you use that word to describe the automotive customer experience with your parts department? If you require your customers to fill out a parts form, pick up the phone and call, or even drive to the dealership, you have effectively shown them your dealership is stuck in the stone age. Chances are, that customer won’t come back when they’re ready for a new vehicle down the road.
If the customer’s first interaction with your dealership is through the parts department, then you need to make sure it gives a memorable first impression. That means it is time to give it a face-lift and show parts shoppers a modern, digital, easy experience that they will remember at your dealership when it’s time to replace their vehicle.
A digital parts department includes:
- Web Store (with an online payment gateway)
- Amazon Store
- eBay Store
- Dealer Website Storefront
- Digital Marketing Strategy
- Online Wholesale Resource
Collect and Use Customer Information To Sell Vehicles
When a customer calls for a part quote, this is a great opportunity for you to collect their contact information, their make, model, year, or VIN, along with what part they are looking for and what repair they intend to perform. Now you have all the information you need to serve this person for this sale AND future sales.
Collecting the information gets you halfway there—what really matters is how you use that information. For example, if a customer calls and asks for a quote on a certain part, you’re dropping the ball if your communication with that customer ends with that phone call.
Use the vehicle and contact info you collected on the phone to send an email to that customer with the part quote and a way for them to complete their purchase online. This is also an opportunity to show off the unique value your parts department adds.
If they’re a local customer and you have the resources, offer them free part delivery with purchase. If that doesn’t turn into a purchase, send a follow-up email undercutting your competition with a special offer.
Now that you have shown your customer an excellent shopping experience, you can use their information to remind them about important vehicle services and promotions your dealership may be running.
The idea is to be there for your customers and provide amazing customer service so they associate your dealership with trust and value. When it comes time to buy a car, your dealership will be the first place they think of.
Introduce Part Shoppers to the Service Department
Creating a sense of familiarity between your customer and the other parts of the dealership can only be to your advantage. The more visible you are to the customers, the more likely they are to come back for any and all automotive needs.
For example, when someone buys a part from you, let them know their options with the service department to have that part installed in their vehicle.
In the era of convenience, make it a no-brainer for shoppers to choose your dealership as their one-stop shop. Give them a positive experience. The benefits are enormous, and you stand to sell more parts, increase service revenue, boost CSI scores, sell more vehicles (at a $0 customer acquisition cost), and gain a lifetime customer.
The more familiar someone is with your entire dealership, the more they will turn to you for their automotive needs, whether it be parts and accessory products, trustworthy service for their vehicle, or a brand new car.
Adjust Your Sales Pitch To Match Customer Needs
There is no one-size-fits-all for effective selling. However, if you make a habit of always taking a customer-focused approach you will be on the right track. For example, sometimes the solution to a potential parts customer problem is to visit your service department or replace the vehicle altogether.
If you can get the customer into the dealership, you have the opportunity to show them that trading their car in for a new one is significantly more affordable than they thought. What was once a parts customer is now a new vehicle owner. Not to mention, acquiring a new vehicle buyer by funneling them from a parts request is FREE, so it’s actually an ideal new vehicle customer.
Ditch the cookie-cutter approach, make an effort to learn about each individual customer, provide the right customer journey for them, and sell more.
Get Started Today!
Ready to upgrade your parts department? It’s time to “go digital” by partnering with RevolutionParts, a powerful parts eCommerce solution that will have your customers returning time and again. Schedule a demo today and learn how you can upgrade your parts department.