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Successful salespeople know that their busiest time is never when they are selling a lot of cars. They are way busier when they are not selling! The act of prospecting, following up, and consultatively selling is a time consuming and challenging process. Nevertheless, for salespeople, this pattern can lead to long term success in automotive sales. Until the inventory and chip shortage issues are resolved, you may find that you are busier than ever. You can no longer wait to greet shoppers as they walk into the show room and spend time chatting and test driving in hopes they will purchase a vehicle the same day. Floor traffic has been on a steady decline for a decade and with today’s vastly reduced inventory there is vastly reduced foot traffic. This does not mean that you should not or cannot sell cars. It means that your time should be filled with prospecting, following up on marketing leads and focusing on the dealership’s loyal customers. Focus on strategies that drive pre-orders In addition to prospecting activities, you will need to be extra resourceful during the sales process. For example, when the dealership does not have a specifically requested car on the lot, you should shift focus from the standard sign-and-drive approach to a focus on pre-ordering vehicles. Pre-orders can be attractive to customers because they give them the ability to create a new vehicle according to their color, options, and other preferences rather than settling for whatever the dealer has in stock (which right now is minimal at best). Experian’s Automotive Intelligence Engine™ (AIE), a fully customizable suite of marketing solutions can provide you and your dealership with the data insights necessary to find consumers who would be interested in your brand and models and who are in an equity position to facilitate a pre-order. Here are a few examples of how AIE helps dealers find likely pre-order consumers: Scenario: A Mercedes dealership would like to secure pre-orders and generate interest in vehicles for when inventory becomes available in 2022. Utilize AIE’s Market Insights to find lifestyle and demographic information to find consumers with a high buying propensity to purchase a luxury vehicle. Use AIE’s Audience Targeting to learn who of those consumers are in a positive equity position. Identify consumers who are likely to buy your models based on their prior purchasing history. Using marketing solutions to help find the right consumer now to create interest in the future could be the key to success in 2022. Focus on short term leases opportunities In today’s market, we also recommend dealers focus on targeting consumers who are nearing the term of their lease—because the end of a lease forces consumers to either turn in the vehicle or purchase it. In many cases, the customer can upgrade to a model with more features or a model in a different class—both of which may be compelling, even if the newer vehicle is an older model year than the trade in. This way, the dealer obtains the later model, lower mileage vehicle and the customer gets a model with the extra features they want or an entirely new class of vehicle. The Automotive Intelligence Engine can provide dealers with near term lease consumers in their area for all brands. For an in depth look at this topic, read our November blog “Using Data Insights to Focus on Near-Term Lease Sales Opportunities.” Learn more about Experian’s Automotive Intelligence Engine.

There are over 280M cars and light duty trucks on the road and over 25% have at least one open recall. Do you know which of your online units have an open recall? Would it be helpful to your business if you had up-to-date recall information available every day—automatically? AutoCheck® dealerships can receive an emailed daily Open Recall Inventory Check Report as part of their AutoCheck subscription. The report (PDF format) will show dealers which of their online listings have an open recall. The report will list inventory that has open recall(s) based on pre-owned vehicles the dealer has listed on AutoCheck.com. Having an easily reviewable report delivered to your Inbox is a great way to stay on top of internal recall policies and procedures. Taking care of open recalls is good for business Taking action on recalls is also good for business. Consumers searching your online inventory want transparency from their dealer and running across a vehicle that has an open recall may not be in the dealer’s best interest. Taking care of that recall and ensuring that a consumer doesn’t stumble across it during the purchase process is good for consumer loyalty. Another AutoCheck dealer benefit is the option to list pre-owned inventory on CarZing and AutoCheck.com for no additional fee. AutoCheck is the exclusive vehicle history report provider on CarZing.com, so the CarZing vehicle details page will display both AutoCheck data elements and provide a link to the full AutoCheck report. Any AutoCheck dealer displaying their inventory on CarZing will automatically have their inventory available via the “Finding Vehicles” search features on AutoCheck.com. (Yes, you read that correctly – dealers can list their inventory on CarZing and AutoCheck.com for NO additional fee – it’s part of their AutoCheck subscription!) In addition, any dealer listing their inventory on AutoCheck.com can also receive the AutoCheck Open Recall Inventory Check report. Please note that Experian provides the AutoCheck Open Recall Inventory Check Report based upon recall information reported and made available to Experian by the applicable automotive manufacturer(s). Clients should check the automotive manufacturer’s website for the most current recall information for all inventory vehicles. For dealers with an AutoCheck subscription, you can activate your vehicle listings for free on AutoCheck.com and CarZing.com, by calling client services at 1 888 409 2204. For dealers that are not yet subscribers, here’s a few other things you may not know about AutoCheck Vehicle History Reports. We do not re-market to shoppers, resell VDP leads or offer your competitors inventory for consideration on AutoCheck.com. Our goal is to help your dealership sell your inventory. For dealers who are interested in learning more about the benefits of becoming an AutoCheck subscriber contact us today.

Who said that direct mail was dead? Though consumers have flooded to digital channels since the onset of the pandemic, with 55% now having a higher expectation of their customer experience, traditional methods shouldn't be cast aside. On the other hand, sending printed mail without adapting to consumer demands may leave recipients disengaged and less likely to act. So, where does that leave marketers? How can businesses create a balance between traditional and digital credit marketing? Before diving into that discussion, it’s important to note that direct mail is still effective and when done right, can help businesses win the hearts and wallets of today’s consumers. According to the U.S. Postal Service’s (USPS) Certified Direct Mail Professional (CDMP) program, 79% of households say they read their daily mail, while 70% of recipients are curious to find out what’s in their mailbox. So, how can credit card marketers capitalize on these trends to generate higher response rates and returns from their direct mail campaigns? It’s simple – businesses must weave interactive elements and technology into their direct mail pieces to make them more effective and engaging. Here’s how credit card issuers are leveraging technology to level up their direct mail campaigns: QR codes QR codes, which allow consumers to read restaurant menus and make touchless payments with their mobile devices, have become a global sensation, with the number of interactions having grown 94% between 2018-2020. More recently, credit card marketers have included interactive QR codes into their direct mail pieces, allowing recipients to learn more about the offer, download their mobile app or quickly apply for a credit card. A few brands took it a step further by matching their QR codes with the colors of their logos to add more brand recognition and personalization. Voice Activated Call to Action (VACTA) According to Mintel, over 25% of U.S. adults own at least one smart speaker. To capitalize on this trend, many credit card issuers have included a Voice Activated Call to Action (VACTA) in their direct mail pieces. A VACTA allows recipients to respond to direct mail offers verbally by using their Amazon Alexa or Google Assistant device. Instead of reaching for their smartphones or laptops, consumers can call out to their smart speaker with the offer code. This low-effort, hands-free method is a quick and convenient way for consumers to engage with businesses as it enables them to respond to offers even when they are performing other tasks. Once their smart speaker receives the code, a link is then sent to the consumer’s phone so that they can examine the offer at any time. Giving consumers more flexibility enhances their experience and increases the chances of them responding to future offers. Additionally, including a VACTA in direct mail pieces allows marketers to manage, track and optimize their marketing campaigns in real-time. Because VACTAs make offers immediately redeemable, businesses can easily measure the performance and effectiveness of each direct mail piece. Informed Delivery emails What better way to build anticipation and excitement for direct mail offers than to give consumers a sneak peek of what’s to come? USPS’s Informed Delivery is a service that allows consumers to digitally preview their direct mail before it arrives in their physical mailbox. Until the physical mail piece is delivered, consumers can look at what the mailing might reveal or offer to them through email, an online dashboard or a mobile app. The best part? Informed Delivery emails meet today’s consumer expectations for convenient digital experiences as they are available to view them anytime, anywhere. Currently, one in five households has an Informed Delivery participant. What’s more, the average open rate for an Informed Delivery email is nearly 70%. By incorporating Informed Delivery into direct mail campaigns, businesses can generate additional impressions, improve customer engagement and drive more conversions. Doing direct mail, the right way Direct mail isn’t outdated, antique or ineffective – it has evolved and adapted to meet the expectations of today’s consumers. The use of QR codes, VACTA and USPS Informed Delivery, are just a few examples of how credit card marketers are leveraging digital enhancements to improve the success of their direct mail campaigns. While it’s clear that direct mail is still an effective way to reach consumers, businesses should not overlook the power of digital marketing. Expectations for seamless and connected digital experiences are higher than ever, making it crucial for businesses to develop strong digital marketing strategies. By engaging with consumers in the way that works best for them, with the right messages at the right time, you can drive more opportunities, reduce costs and deliver exceptional customer experiences. Learn more Download white paper


