"Dealer traffic volumes are expected to decline 20% by 2013, causing a 25% drop in revenue that will force car dealers to adapt to an *increasingly difficult environment and try new methods to keep customers coming back." says J.D. Power
This information was published on the home page of Yahoo News in the fall of 2010.
Have you established any new methods in the last two years to "wow" your clients so they will stay loyal to your store or are you experiencing this decline?
This forecast may sound bad but it really is a warning that we need to do something more to sustain and grow business. Just look at the number of new customers coming through your door and ask yourself as dealers and managers the following questions.
I know what you are thinking, "It is the Advisor's job" or "I don't have time". Based on the expectations of our future we must make the time. After all, how many brand new clients do you get on an average day? Maybe 2 or 3 depending on the size of your store. I am sure you have all experienced the "special treatment" perception you get when a Manager or Owner of a business you frequent has taken just a few moments to give you their undivided attention. You are no longer just one of many in a busy service drive, you now "Know the Owner" or are" Friends with the Manager". I believe and teach in my programs that creating the right emotions or perceptions is critical to success. Now is the time to pull out all the stops! It is a matter of survival. So I have just one more question for you, Are you serious about doing whatever it takes to keep your clients?
Service Consultant's Procedure for First Visit
"Our Managers always like to meet and welcome new clients on their first visit to our dealership. Mr./Ms.________this is __________ our ___________ and he is going to take just a moment to show you around our service department".
If a Manager is not available to do the following, the advisor should take a few minutes to walk them to your parts department while making introductions and highlighting your accessories. Next show them waiting areas and be sure they can locate the complimentary coffee, snacks and the remote control. Finally they should point out the cashier station. Play up the following services and amenities:
It will be worth spending extra time with this client as we make them feel welcome and at home while selling them on one stop shopping for all of their vehicles needs.
Managers and Dealers, never underestimate the power you have to make a huge difference in your client’s perception and satisfaction!
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