How Marketing Can Support Buying Teams
Published: June 2024
This year, we’ve been helping retailers source high-quality vehicles to fill their forecourts. We know there is a hangover from the new car supply issues, which is making it more challenging, but by tucking your marketing team in with your buying team, there are some really creative ways that you can find stock to suit your needs.
1. Look at Your Existing Database
Work with your aftersales team to see what vehicles are coming in for their service and MOTs. After analysing their data, one of our clients saw that in H2 of last year, 55% of people who came in for a service didn’t purchase the car from them originally, meaning there is a whole source of stock available that is potentially untapped by the sales and buying teams.
Have a look at your data, carve it up and see which vehicles are of most interest to you and your buyers for the forecourts and then think tactically about targeting those individuals rather than just taking a scatter gun approach.
2. Promote Stock Within Aftersales Messages
Our VoiceBox Aftersales solution equips retailers with strategy and automation to engage with existing customers and aid retention, all while delivering an outstanding customer experience. VoiceBox for Aftersales triggers reminders regarding upcoming service and MOT dates, helping to maximise workshop bookings and also encouraging recipients to consider a change of vehicle, where appropriate.
Once you’ve got that booking – which, of course, is the key objective for all aftersales reminders – we’ll introduce our Aftersales Stock Alerts solution to present customers with newer models similar to those that they already own as part of the service journey, potentially shifting them into buying mode before they come in for their aftersales appointment.
3. Think About the Language that You’re Using
We see far greater engagement when we invite customers to sell their vehicle or simply get a no-obligation valuation. If we use language like ‘Part Exchange’ or ‘Trade In,’ customers are less likely to engage; feedback tells us that this terminology suggests they have to buy something from you in order to sell their vehicle, which is perhaps why they’re not so quick to click.
Now is really the time to start thinking tactically about how you approach vehicle sourcing. Tuck your marketing team in with your buying team, and you’ll have a recipe for success.
If you need marketing support for any of these challenges, get in touch with the team today. We’ll be happy to help.
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