Imagine a sales rep who can memorize and keep track of countless details about what each and every customer is looking for in a vehicle. Mark wants a blue Volvo wagon with less than 50,000 miles and has to have a sunroof. Jane is holding out for a price reduction on last year's Camry. Mike has his heart set on a manual five-speed 2004 Mustang, and he can only spend $14,000. Now, imagine that this sales rep immediately notifies customers when inventory becomes available that matches or is similar to their requests. And the best part is, he or she works for free-- 24 hours a day, seven days a week with no breaks. You'd hire this person in a split second, right?
With customer relationship marketing techniques applied to today's sophisticated automated-response technology (ART), this imaginary sales rep becomes a reality. Using simple yet comprehensive input forms, automotive website visitors create vehicle-search requests based on their own unique criteria. Sales reps can also create search requests in response to phone-ups and floor traffic. Any number of specifications, including brand, price, features, monthly payments and more, can be entered. Immediately after this information is captured, ART scans current inventory and displays vehicles that match or are similar to visitors' requests. And if there is no matching inventory, the request will not be forgotten-- as inventory turns, ART remembers the criteria and automatically sends a personalized email -- like this one from Checkered Flag Motor Car Corporation-- with vehicle information and photos that correspond to the customer's original specifications.
Rather than blindly sending emails that annoy prospective buyers, ART acts as an intelligent customer-decisioning program. It profiles each customer, remembers the company's history with them and, in essence, creates an intention-based marketing campaign with targeted content, such as personalized email, special offers and coupons related to their vehicle preferences. Dealer.com customer feedback indicates that consumers appreciate automatic notifications when the model they desire arrives on the lot or is priced more attractively. They also find suggestions for similar vehicles valuable. There is no hassle from a live salesperson, content is relevant and the customer can opt out at any time.
Customers aren't the only ones who benefit. Using complex algorithms and artificial intelligence, ART thinks like a seasoned sales rep. Dealer logic recognizes that if a customer is interested in a Honda Accord under $15,000, then (s)he may also be interested in the $14,500 Toyota Camry just added to inventory from a trade-in. Offering alternatives gives dealers a chance to move stock more quickly.
ART also provides dealers with information that leads to smart buying decisions. If, for example, 22 customers are searching for used 4WD SUVs between $12,000 and $15,000, then the dealer needs to make sure that they are in stock and prominently displayed both online and on the lot. The dealer should now consider taking 4WD SUVs in trade and buying them at auction. When new inventory is added, the 22 customers will get notified with media-rich emails, bringing them back as potential buyers.
This advanced technology, which includes dealer logic and intention-based and customer relationship marketing, will drive sales and shorten sales cycles. ART always follows up with customers and tracks them down rather than waiting for them to return. It tirelessly works to instantly notify customers of price reductions and new inventory that match their interests. For dealers, it means no matter where they are or what they're doing -- away from the office, working with customers or spending time with friends and family -- leads are automatically being generated, managed, serviced and tracked.
Rick Gibbs is vice president and CTO of Dealer.com, a leading provider of automotive e-business marketing. You can contact Dealer.com by visiting www.dealer.com or calling 888-894-8989. Read full bio.
