Technology versus Humanity

It’s important to keep up with modern technology and be available online, but it’s also helpful for your dealership to maintain its strong personal relationships with consumers while using technology. Your dealership is working hard to maintain a strong presence and great image, so don’t forget to let your humanity shine through by interacting with online followers as often as you can.

Your consumers and followers want to be acknowledged and are more inclined to choose you when they feel your dealership values them and wants to interact with them personally. By engaging consumers, staying in touch, and using interpersonal cues to guide your dealership professionals, you can show online consumers you care and that your dealership is the best choice for them.

How to Influence Shoppers

As stated by Ron Sela, “No matter how much technology advances, the triggers behind human behavior remain the same. With the right planning you can use psychology to increase conversions and improve your bottom line.”

In other words, it’s important your dealership is able to display its human side by appealing to the connections and similarities it has with consumers. Keep psychological basics in mind as you lean into shoppers’ more emotional sides, and you’ll see positive results. Below are seven ways to help increase your conversions by creating true connections with your shoppers:

1. Make consumers feel included. People like to feel included and want to be part of the group. In this case, use consumers’ desire to fit in by showing how others benefit from your dealership and emphasizing those who are a part of your social networks. Highlighting satisfied car-buying customers is also a great way to appeal to other consumers, sell more cars, and showcase what’s gained by partnering with your dealership.

2. Utilize your newfound social connection. Once a consumer is part of your online group, network, or page, use that to your dealership’s advantage. Once a consumer has chosen to create a bond or connection with your dealership, he or she is more likely be perceptive to a request via a tweet or encouragement to continue being social with your dealership. Acknowledge your connections and make them feel welcomed and invited.

3. Be shareable. People want to pay attention to you when they see others engaging with your content and social media platforms. This goes hand-in-hand with making consumers feel included. Lean into employee engagement and encourage social sharing and interaction on your dealership’s platforms. On average, your employees have 10 times more connections than your brand. And leads from employees convert seven times more frequently than other leads. 

4. Show a comparison. It’s human nature to compare, and when you are able to show consumers quality comparisons that highlight vehicles they are shopping, you’ll shine as an expert in the industry. You’ll be able to influence shopper reactions and choices by being the expert on hand and being ready with reliable comparison information.

5. Point out the wins. In general, people like to win; they like to feel like they’re walking away with the best deal and the best vehicle. Let consumers know how they can “win” by going with your dealership. Point out the benefits and perks of shopping with you, as well as any incentives, deals, and specials you may have going on that will entice shoppers who are on the lookout for great deals.

6. Nurture your relationships. Building relationships with consumers online is a sure way to gain trust and ultimately sales. This technique may take some time but is well worth the return. People enjoy feeling noticed and knowing they’re memorable, so take the extra time to interact, use their names, look up their histories, and stay in touch.

7. Be a leader. Many consumers trust or respond to those who exude authority. If you know an expert or well-known face, leverage that connection for endorsements or promotions to gain more influence and spark consumers’ interest.

Although modern technology is a must in today’s car-buying and selling world, a key benefit is being able to use technology to appeal to and connect with consumers. If your dealership puts in the effort to influence shoppers and show its human side, conversions will increase and consumers will be drawn to you.

Online shoppers want to feel like they’re interacting with real people, and although a presence online and modern technology may seem counteractive to building real relationships, it actually makes connecting with your consumers easier than ever.