Dock Delays? Keep calm and sell on.

The automotive industry is about to start feeling the impact of the dockworkers' strike along the East and Gulf Coasts. With thousands of port workers off the job, about half of the nation's ocean shipping has been brought to a halt. European automakers will be feeling it the most, but as the strike could drag on, dealerships across the board will need to be prepared for these challenges. (Add the transportation issues caused by Hurricane Helen as well, and parts of the industry are really in a bit of a pickle).

So, if you're a dealer, especially one who imports vehicles or relies on just-in-time inventory, you might be wondering, "What now?"

As a marketing agency that works closely with dealerships, we’re in this with you and want to offer some practical steps to keep things moving. It’s time to relook at how you communicate with customers, manage expectations, and stay ahead of the curve.

1. Designate a Strike Response Team

Keep your entire staff informed on how you as a dealership are handling delays and key updates on the strike overall so they can be knowledgeable to customers or leads that ask.

Here's an example of how this might look:

• Internal Communication: Make sure every team member knows to direct customers with questions to these designated experts.
• CRM Logging: Encourage the strike response team to log every customer interaction in your CRM. Use tags like "strike info" or "inventory delay" so these conversations are easy to find later for follow-ups.

2. Train Your Sales Staff: They’re Your Frontline

Your sales team needs to be well-versed in the situation. Train them to communicate the potential delays without making promises that can’t be kept. This is key to maintaining customer trust. Create a clear process for what to do if someone buys a car that ends up being delayed and work closely with your legal team to ensure you’re protected.

For example:

• Sales Script: “Right now, there’s a nationwide dockworkers' strike that might delay the arrival of imported vehicles. We’re keeping a close eye on things and will keep you updated every step of the way. If you’re looking for something available sooner, we can also discuss options we have on the lot right now!”

Being upfront will help prevent any negative surprises down the line.

3. Social Media Messaging: Keep It Real and Transparent

We know how important transparency is in building trust. If you haven’t already, jump on social media to keep your customers informed. People don’t want to feel like they’re left in the dark, so a little heads-up can go a long way.

Sample Social Post Ideas:

• Facebook Post: “We’re sure you’ve heard about the dockworkers' strike impacting shipments across the U.S. While this may cause delays on certain imported vehicles, we’re doing everything we can to keep you updated. Got a question about your order? Reach out to our team, and we’ll get you answers!”
• Instagram/TikTok: Post a quick video update from your GM or sales manager. Something simple like: “Hey everyone! Just wanted to update you on the dock strike. While some imports are being delayed, we’ve got plenty of options in stock and are here to answer any questions about specific orders. Don’t hesitate to call/email <designated person or number>!”

These updates let your customers know you're on top of it, and they help reduce the flood of calls or concerns you might otherwise get.

Even if you are not affected by the delays, let your potential buyers and customers know! Do not assume they have done brand specific or model specific research to check themselves and give your dealership an opportunity to see you as a helpful, informative authority. Look at it as an opportunity to build trust.

4. Social Media Content: Focus on What You Have Now

One of the best ways to keep momentum going, even with shipping delays, is to shift focus toward what you do have. Here’s a great social media campaign idea: have your sales team or social media manager post short, authentic videos showcasing the inventory that’s already on the lot. Imagine a video titled something like:

“Shipments delayed? No problem—we’ve got plenty of cars ready to drive off the lot today!”

In the video, your team can walk the lot, point out the different models, highlight deals or special features, and give potential buyers confidence that they don’t have to wait to get into a new ride. Maybe even include a few "virtual tours" of the cars you have in stock to give buyers the full experience from the comfort of their phone.

This strategy not only keeps your customers engaged, but it also reassures them that your dealership is ready to meet their needs despite the ongoing challenges. It’s an effective way to keep the sales conversations going, even in a tough situation.

5. Email Campaigns: Inform and Reassure

An email blast is another great way to communicate about potential delays. Keep it short, and to the point, while offering reassurance.

Email Template Example:Subject: Important Update on Vehicle Shipments & Delivery Times

• Body: Due to the ongoing dockworkers' strike, these below vehicle deliveries may be delayed. We’re working closely with our manufacturers to get updates and will keep you posted. If you have any questions, please don’t hesitate to reach out to our team at [contact info].

Emails are personal and direct, giving your customers the info they need without overwhelming them with too much detail.

*If You KNOW Their Car Delivery Is Delayed: Go the Extra Mile*

When you're reaching out through email, here's an idea that can really elevate your efforts: identify customers who are most likely to be affected by these shipping delays and reach out to them directly. But don't just jump the gun—have a plan ready or, at the very least, update them on when you’ll have more information.

By clearly explaining how you plan to handle their specific situation upfront, you'll save yourself a lot of time in the long run. When customers feel they're getting regular updates, they’re much less likely to start calling in a panic, asking for updates at random times.

6. In-Store Signage: Set Expectations Early

Sometimes, a simple sign can do a lot of the talking for you. Consider placing printed signs at your reception desk or in high-traffic areas explaining the strike and potential delays. This way, even if a customer hasn’t heard about it, they’re prepared when they come in.

Example Signage:

• “Due to the dockworkers' strike affecting East Coast and Gulf ports, some vehicle deliveries may experience delays. Our team is here to assist you with any questions or concerns. Thank you for your understanding.”

It’s a subtle touch that goes a long way in managing expectations.

7. Content Ideas for Blogs and Newsletters

Finally, keep your website and newsletter content fresh by writing about the issue. Customers will appreciate the transparency and helpful updates. A blog post or newsletter explaining the situation, its effects on the auto industry, and how your dealership is handling it can do wonders for customer trust.

Blog Post Example:

• “How the Dockworkers' Strike is Affecting Car Shipments (and What We’re Doing About It)”

This positions you as a knowledgeable and reliable source of information, and you can repurpose it for social media posts and email newsletters.

8. Plan for the "What-Ifs": Be Ready for Long-Term Delays

If this strike continues for a while, there’s a chance that delivery times could stretch further than expected. You should develop a plan for what happens if a car can’t be delivered on the promised date. Have a process for if and when this happens. It’s also a good idea to include language in your contracts that covers delays outside of your control—just like we saw during the pandemic with inventory shortages.

9. Stay Legal

Let’s cover the bases here. If you’re selling cars that could be delayed by the strike, make sure you have your legal team (or whoever handles your contracts) take a look at the fine print. You want to be protected in case there’s a significant delay that’s beyond your control. The last thing you want is a legal headache.

10. Turn Problems into Opportunities for Referrals and Reviews

Instead of getting caught up in the chaos, this is a chance to show customers you are proactive and ready to help. Now’s the time to get proactive and make sure your dealership(s)—and your customers—are prepared for whatever comes next.

Bonus Tip: Dealers Showing Vehicles "In Transit" During Delays:

1. Add "In Transit" Banners to Listings: Make sure customers can easily spot which vehicles are currently delayed by marking them as "In Transit" on your website. This sets expectations right from the start.
2. Set Clear Delivery Time Expectations: Provide customers with realistic delivery windows if you have them. Even if it’s a wide range, giving an estimated timeline shows transparency and keeps them in the loop.
3. Create a Waiting List for Early Alerts: Offer an "early access" list so customers can be first in line to know when their desired vehicle hits the lot. It keeps them engaged without calling in constantly for updates.
4. Use Social Proof for Waiting Customers: Share success stories or reviews from customers who waited and eventually got their vehicles, showing that while it takes time, the wait is worth it!

By keeping them in the loop about delays, transit times and showing them the inventory you do have, you can ease concerns and build trust. Being upfront and clear will not only reduce the number of calls you will get, but it’ll also leave a lasting impression that you are handling these challenges head-on.

This kind of transparency can actually help build stronger relationships—and maybe even turn a tough situation into an opportunity for positive reviews and referrals.

If you need help implemeting any of the above, don't hesitate to reach out to us!