Get the Message Out
How is your dealership responding to the COVID-19 outbreak? The first step is to communication. Consumers want reassurance you’re taking the coronavirus threat seriously and prioritizing their safety. Let your customers know and start with the basics.
Ways to Communicate
How do you get the message out? Whether it’s texting, FaceTime, or social media, people are as connected and plugged in with technology as ever before. You should embrace this.
Think website first, with a landing page and/or pop-over informing customers of dealership updates specific to COVID-19. Use email to directly broadcast your message to a wider group.
Customers also frequent social media. Spread the word and exist where your audience is. Consider using a hashtag to index coronavirus updates:
- #DealershipNameCOVID19Updates
- #AlertNotAnxious
- #ShopAtHome
- #ShopDistancing
Be sure to also update your Google My Business Page and your website’s hours of operation. If they’re different from the usual operating hours, make that known. If there’s no change, acknowledge its business as usual, while also pointing out precautionary measures taken.
If you are changing operations or services, provide clear steps for customers to take so they can remain in contact with you. You may even be surprised to see how customers respond to humanized communication.
Ideally, you should spread the word in as many ways as you can. At a minimum:
- Confirm if/how operating hours are affected by COVID-19.
- Share updates with customers via your website, social media, and email.
You don’t have to be a virologist to communicate with your customers about how you are facing challenges head-first. Keep your customers informed with upbeat, clear, and concise updates.
Safety First
What safety measures are you taking in response to COVID-19?
- Is hand sanitizer available where hand-to-hand contact may occur?
- Has hand-washing become a focal point for employees?
- How frequently is the dealership deep cleaned everyday?
All additional measures count.
Think Outside the Box
Make your dealership stand out from the rest. How? Here are some ideas on how to accommodate your customers while public transportation is a minimum:
- Home delivery on vehicle purchases.
- At-home car detailing and deep cleaning.
- Complete the F&I process at home or online.
Consider the circumstances and try to relieve the burden for your customers, as best as you can.