What is the difference between a good and great dealership?
There isn't that much difference between a good dealership and a great one. The great dealers do a few things that sets them apart. What do you think the great dealers do different to keep them on top?
Replies to This Discussion
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Permalink Reply by Fran Taylor on
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The first thing is the more successful dealers have a written plan of attack. Without a written plan is wishful thinking and a lot of hope. The dealers that have a written plan seem to have more fun because the guess work is taken away. Everyone knows what they are required to do from daily training, inventory, steps of sales, advertising and so on. The dealers with a written plan are much more organised.
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Permalink Reply by Jim Radogna on
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I think the great dealers establish a positive culture in the dealership and hold everyone accountable for their behavior. No "tail wagging the dog" mindset where the staff can do pretty much whatever they want as long as they produce results. Without a customer-centric mindset, the results will surely be short term.
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Thanks Jim. It's not hard to figure out that holding people accountable is the key. Most of the ones I have worked with actually have a check list and go over it every day.
This ranges from managers meetings to sales meetings and so on.
This gives everyone a clear plan of what to do and what to expect. If the Gm has a full plate he simply delegates some things to other managers. Doesn't matter who gets it done. What matters most is it does get done every day. Thank you for your comment.
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Permalink Reply by Glenn Wilkins on
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A Great store will make the selling process much easier by removing alot of the obstacles the salespeople have to face. Great stores seem to be more fast paced and focused on the sale without compromising CSI.
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Permalink Reply by Tobias Sedillos on
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A good dealership has a plan to follow-up for the short term – with the intention of capturing more sales. A great dealership has a plan to teach their salespeople how to effectively follow up for the long term – with the intention of cultivating relationships to ensure long-term success through loyalty.
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Permalink Reply by Craig Lockerd on -
I think simply "Great" Dealerships inspire all the people to "Greatness" Starting with perhaps a lot person the phone operator, people in the office, service,parts, sales....EVERYBODY....As Jim mentioned a "Culture" one of feeling in on things, part of the whole....Synergy!
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Permalink Reply by Mark Dubis on
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I think everybody above has some very valid points. One of my favorite Trainers, Chuck Barker (regular contributor to Digital Dealer magazine) says, "The enemy of Great is Good." His observation is that when a dealership thinks they are good, they no longer pursue greatness. They maintain the status quo and go along on the inertia.
The other rarity are dealerships that truly empower their employees. When dealerships do not invest in training their employees they are scared to death to allow them any autonomy and as a result do not treat them with the respect they deserve. The Carfolks Project is designed to allow dealers to highlight their strengths in customer service and in a transparent fashion allow customers and prospects a look at how they really take care of their customers.
The essential core of our business is people. If we don't attract, train and keep the best professionals in this industry we are doomed.
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Permalink Reply by Reid Hobdy on
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A good dealer is just that....good, however, a Great Dealer is the one that has their customers leaving happy, and returning for service after the sale, and who will buy their next car from the same dealer for the service provided during their ownership. The vehicle sale is just the beginning of the relationship. If you have a great sales team, and service crew, you become the Great Dealer.
Just an opinion, from my 13 years in the Auto Biz.
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Permalink Reply by Mark Dubis on
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Amen!
Reid Hobdy said:A good dealer is just that....good, however, a Great Dealer is the one that has their customers leaving happy, and returning for service after the sale, and who will buy their next car from the same dealer for the service provided during their ownership. The vehicle sale is just the beginning of the relationship. If you have a great sales team, and service crew, you become the Great Dealer. Just an opinion, from my 13 years in the Auto Biz.
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Thanks everyone. Just got back from training in Tennessee. All of you make a good point. One of the main reasons dealers do better than others is the managers make people accountable AND FOLLOW THROUGH. The successful dealers have a long term and a short term plan.
Because of this the people make more money and actually attract better preforming people. They have a planned morning meeting with some kind of training that everyone take a part in.
It is better to have a few small bonuses done on a regular basis compared to have one big one at the end of the month. The managers and dealers who do this just seem to have happier people who look forward to coming to work. Thanks everyone for your comments.
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Permalink Reply by JOE SORENSON on
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Their perception of their customers.
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Good point Joe. Yes the top dealers seem to care more about their customers by requiring salesmen to A, send thank you letters, B, everyone gets hand written birthday and holiday cards, C, do all the steps of a sale every time and much more. Thanks Joe.
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