It’s not enough for car dealerships to provide good service when there’s time. It must be delivered consistently.
When was the last time you purchased a product, then received a phone call the next day from the salesperson asking how you liked it? It’s a rare occurrence in most business because the focus is on closing sales now, not on building long-term customer relationships.
At dealerships, the moment a customer walks onto the lot is when the relationship begins. And it shouldn’t end, whether or not they buy then. It should be nurtured, cared for and fueled by the unique service opportunities and perks many dealerships offer.
Fortunately, major car manufacturers understand and support this notion. They work diligently to help dealers provide exceptional service.
Automakers encourage their dealers to provide service-department loaner vehicles, run clinics, wash vehicles and offer other perks that make it easy to transact business now and in the future.
They understand the value of building long-lasting relationships and loyal clients, and they want to give their dealerships every opportunity to do so. Manufacturers know they have a better chance of bringing customers back for their next vehicle if they’ve developed product loyalty and an ongoing relationship with the dealership.
It’s up to dealerships and salespeople to listen to customers, then leverage those perks to meet their needs and wants while building long-term relationships.
Yet many salespeople and dealerships fail to use these resources. As a result, they lose opportunities for customer retention. Customers may never know about special services available to them, so they may go elsewhere.
As a result, dealerships lose service business and customer allegiance to independents shops or national car-care centers.
But why can these businesses steal your business? What are they doing differently? What are they doing that you should be doing?
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.