Business Continuity Checklist for Automotive Dealerships

Social Media

Create a series of posts related to your business, customers and employees:

• Communicate changes at the dealership that the community needs to be aware of, including accommodations such as delivery services,or updates to normal business practices (i.e. social distancing and updated hours).
• Inform your audience about your sanitization efforts, such as installing sanitizer stations throughout the dealership or implementing more frequent professional cleaning services.
• Share how employees at your dealership are taking precautions, for example staying home if they don’t feel well or taking virtual appointments with customers who prefer to not visit the dealership.

• Some dealers are also making customers aware that all sales-related transactions can be handled remotely, then the dealership will deliver the vehicle to the customers’ home.

Post major updates on ALL channels to ensure all your followers are aware.

Consider what other content your dealership can post to keep spirits up:

• As community leaders, dealerships are in a great position to share the positive news that’s happening around town. Share acts of service and kindness you’ve seen, to help calm audiences and inspire positivity during this time.
• Content not pertaining to COVID-19 is acceptable, as well. Be cognizant of the intent and how it can be perceived.

Website Updates

Create a COVID-19 Page:

• Have a dedicated page on your website that enables linking from social media, Google posts and other PR to continue driving web traffic.
• Communicate business updates, considerations for employees and customers, community resources and the additional steps your dealership is taking during this time.

Website Chat Updates:

• If you work with a chat provider, make sure your key messages and scripts are updated so agents are properly prepared.

Tip: Identify a Team Lead.Assign a dedicated person or team for all things related to COVID-19, for monitoring customer conversations online and managing responses to questions and comments.