Car dealerships are one of the few remaining businesses that have yet to be replaced by an ecommerce website. This is due to the fact that people want more from the car-buying experience than what a simple click of a button can provide. They want education about the vehicles, test drives and great all-around service—and as the owner of a car dealership, it’s in your best interest to give your customers exactly what they want. Take a look at the following tips to find out how the best dealership managers ensure the success of their business
No One Wants to Buy the Lemon
You wouldn’t want to spend all of your hard-earned money on a new car, only to take it home and find out that it’s defective – and neither would anyone else! Providing a great product really is at the heart of every business, but even more so for auto retailers, because of the high price tag that’s attached to cars.
Every successful car dealership focuses on constantly introducing new models with innovative technology, efficient dynamics and unparalleled comfort. Anyone pursuing an auto career can tell you that in order for an auto manufacturer to thrive, it has to continuously launch new products, and improve older ones. Consumers want more from their cars than ever before, and they’re always seeking the latest auto trends—from fuel-efficient engines and alternate power systems, to advanced infotainment systems and much more. A car dealership can only succeed if it meets and exceeds the high standards of modern consumers.
A Smile Makes a World of Difference
Have you ever walked into a store needing help, only to be greeted by someone who is clearly indifferent to his or her job—and you for that matter? I’m sure you’ve all been in a situation where you had to hold back from telling someone that it wouldn’t hurt to smile. However, if you’ve ever stopped to think about all of the great salespeople you’ve met, you’ll realize the enormous influence they have on whether or not you make a purchase.
People who are passionate about their job and the product they are selling are the hidden gems of retail and they can sometimes be hard to find. As an owner of a car dealership, you’ll want these people selling your cars. Look for someone who is passionate, knowledgeable, and always looking to improve their skills—customers will be more inclined to buy a car from someone who can explain its every feature and function, and seems genuinely passionate about the vehicle.
Service: Before, After and In-Between
From the very moment a potential customer steps into a car dealership, they should receive exceptional service. The level of service provided is defined by EVERY aspect of the sale, including:
- Greeting the customer
- Discussing vehicle options
- Vehicle services
- Auto parts
- Collision repairs
- Educating customers on make, model, price, comfort, etc.
Many businesses make the mistake of assuming that once a sale has been made, their job is done. But any graduate of an auto sales college can assure you that this is not the case in the auto industry. A vehicle will always need regular maintenance, so your clients will most likely be returning to see an automotive service technician at your dealership. At this point, you will have the opportunity to separate yourself from your competitors by providing exceptional after-sale service. How? Treating your clients to small perks like advanced scheduling, complimentary coffee and comfortable waiting areas can make all the difference on whether they’ll recommend your dealership to a friend, or even write a great review online.
What else do you think makes some dealerships thrive while others die?