5 Ways to Personalize the Consumer Experience Through Dealership Communication Skills

dealership communication

5 Ways to Personalize the Consumer Experience Through Dealership Communication Skills

Feb. 26, 2018

In today’s busy culture, it’s no surprise consumers expect a quicker and more convenient way to find products, services, and information. To meet the needs of everyday consumers, more and more companies are adopting the strategy of personalization, a way to effectively tailor products and services to accommodate specific individuals.

A whopping 78% of consumers believe organizations providing custom content are interested in building good relationships. With the automotive industry as competitive and loyalty-driven as it is, it’s imperative to employ dealership communication skills that show their market they are being heard and recognized in order to offer them a memorable car-buying experience. Personalization leads to better customer relationships, heightened sales, and positions your dealership as an expert in the customer experience journey.

There are several ways you can help your dealership communication skills can stand out when it comes to offering personalized consumer experiences. Take a look at 5 ways you can personalize the car-buying experience and stand out from the crowd:

Product Recommendations

A great way for dealerships to effectively personalize their marketing strategies is to recommend products based on their target markets. Many distinctions separate groups of consumers such as demographics, lifestyle, products purchased by category and type, frequency of purchases, and purchase values. Recommendations based on any set of these variables will help dealerships identify sale opportunities and can help consumers discover the vehicles and services that may best fit their lifestyles.

Special Offers

Coupons and discounts are another form of personalized marketing. Just as many restaurants offer birthday gifts or coupons, when dealerships take the time to get to know their customers and make note of the important dates in their lives, they can take advantage of sending out ‘special occasion mail.’ Occasions and holidays like wedding anniversaries, Veterans Day, Father’s Day, Mother’s Day, birthdays, or even purchase anniversaries offer unique, personal ways to keep your dealership top-of-mind with consumers.


Email marketing offers the potential to boost sales, customer loyalty, brand awareness, and even gain new customers. However, if your dealership is looking to get a leg up on the competition, personalization is key. Irrelevant content is the top reason U.S. email users unsubscribe from email subscriptions. For the best results, find ways to personalize emails such as including specific interests, special offers, using customer names, and recommending specific products or services, enhancing your dealership communication skills.

Recognize Loyal Customers

A personalized experience starts with recognizing your loyal customers when they return to your dealership. Whether they’re looking to purchase a vehicle or visit the service center, being called by name adds true value and promotes loyalty. Customers are more likely to return to your dealership when you take the time to get to know them, as well as remember their past purchases. By doing this, you’ll be showing shoppers their business is truly appreciated, increasing the likelihood they will return.

Be a Trusted Advisor

Sales professionals are able to create a personal shopping experience by asking important questions and getting to know customers, as well as offering up extensive vehicle knowledge and information regarding services their dealership offers. By doing this, they are able to offer one-on-one personalized recommendations that make the dealership experience more enjoyable for customers. When your dealership positions itself as a trusted consumer advisor, it will gain a reputation for being a reliable business that values consumer needs and preferences.

A positive dealership experience is integral to creating long-lasting relationships with your customers, and by personalizing your consumer approach, you’ll stand out in the marketplace. Today’s shoppers are on the lookout for the best car-buying experiences available, and when you place shopper needs and preferences at the center of your selling strategy, you’ll win with consumers every time.

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