Pub. 1 2019-20 Issue 3

Pub. Year 1 2019-2020 Issue 3 29 WVADA Start by conducting an online audit to get a sense of how your dealership is displayed virtually. A quick Google search will provide a good idea how customers are viewing your products and services. Verify that search results are accurate and up to date. Are your hours of operation and staff photos current? Do you have promotions listed on a “specials” tab? This is a good time to up - date it with service and F&I specials. Integrate F&I and sales Traditionally, F&I was a specialized department. But, as car shopping moves online, savvy dealers are aligning F&I with the remote sale and digital process. Income from F&I as a share of prof- it has been steadily rising as more dealers realize its potential. Data from NADA shows that the income from F&I departments accounted for 25.5% of total profits on sales in 2018, up from 24.9% in 2017. You may not be able to physically walk your customer over to the F&I or service departments, so it’s important for every sales - person to be comfortable explaining the benefits of financing and protection products. Just like online vehicle inventory, F&I products should be promoted on your website for customers to research and compare. Stay connected while socially distant According to JD Power, more than 40% of Americans are re - porting their financial situation has been at least somewhat hurt by the Covid-19 crisis. Customers aren’t feeling good, mentally or financially, which means it’s more im - portant than ever to maintain the personal touch via virtual communications. Personalize communications so shop - pers know they’re interacting with a human and not a computer. Thank them for choosing your dealership and compliment their choice of ve- hicle. Respond to their specific ques - tions promptly and offer opportu - nities to “test” the vehicle through different mediums. Find out whether your customer prefers email, phone, text or video chat conversations. These are just a few ways to make customers more comfortable with an unfamiliar process. Making your customer feel at ease in your digital envi - ronment should remain one of your top priorities and requires some creativity. Take this time to focus on your people and make meaningful shifts that will help ensure your dealership is positioned for success in any situation. t ALY_NY_1867_AllyPrint_June2020_OurDifference_7.5x4.625_r3.indd 6-11-2020 12:32 PM Olivia Konys / Olivia Konys 1 Saved at None from UNRNYC0751-OKonys by Printed At our difference is our people. We know that your business is all about connections. That’s why, at Ally, we believe in ongoing relationships with dealers and their communities. In this increasingly digital world, it’s more important than ever to maintain real human connections, and keep your business moving forward. Contact your local Account Executive for more information. ©2020 Ally Financial Inc. do it right. ALY_NY_1867_AllyPrint_June2020_OurDifference_7.5x4.625_r3.indd 1 6/11/20 12:32 PM