"You never get a second chance to make a first impression."

We've all heard that old cliche'... Well, I do believe this phrase consists of much merit; however, before we can attempt to make a good first impression, we must determine: "What is our prospective client's first impression of our dealership/business?"

Years ago, we perceived the voice on the telephone as the first impression for the dealership, as most people would call before stopping by, or perhaps it was the television commercial or the print ad.... But in the last decade with the introduction of web-sites and now even more current as social media platforms are prevalant, the first impression can be found on facebook, youtube, and twitter pages.

What kind of things can we do to control the reputation of the dealership/business with the ever growing popularity of social media and review forums? Let's open this up even more widespread to the actual first impression on the first visit to the dealership? Who greets your clients and how is this done? Are clients and prospects forced to walk by smoking circles? Is someone readily available to hold the door and direct them to the proper department? What part does body language play in all this even prior to the dealership employee exchanging conversation with the client?

Sure is a lot to talk about over a cup of coffee... And as always, coffee here at Carbucks is on the house! How can I serve you better today?

0 members like this

Replies to This Discussion

Permalink Reply by NANCY SIMMONS on October 16, 2010 at 6:55pm

Absolutely outstanding comments! Dan Creamer...You are the "Cream" of the Crop, and speaking of Cream...Do you take cream in your coffee?

Dan Creamer said:

Hi Nancy,
The current and I am sure ongoing love affair with social media has come about since the last time I ran a store. I think your right though in saying that perusing your various web presences may be the first impression a customer gets of your store. If charged with that responsibility I would hire the best professionals I could find to create a web presence that was polished, informative and avoided the flashy and exotic videos and special effects that can take so long to load. I also would avoid the $500 coupon that burst into view just as you are starting to look around the site.
It is my opinion that people use the web to gather information and develop a comfort level of some degree or another with a particular vehicle and then a particular dealer. It turns me off when a site tries to hard sell me and makes it hard to get the information I want. Recently I saw a post by a CEO from a warranty company bragging about how warm and fuzzy they made all of their customer interactions and how they had transformed the selling paradigm in the dealers they worked with. Yet when you went to their web site it was all hard sell and you needed to give all of your personal information to get any information beyond what the site offered.
I think depending on the size of the store one would be advised to either incorporate the management of the stores web sites and social media efforts into a full time position or hire an outside agency to handle it. As a portal to the store it is here to stay and the more professionally it is designed and maintained the more likely you are to successfully invite a prospect into the store.
As for the second first impression made when that web presence turns into a live visit I fall back on my old school idea about how to make customers feel at home. The physical plant has to be perfect from top to bottom. That means you have a fresh flag flying out front over a freshly cut and well-manicured lawn. The inventory is arranged and displayed according to a well thought out marketing plan that includes alternating colors (one of my pet peeves) among alternating models. Too many dealer lots look like a Wall Mart or county fair parking lot.
The sales staff and greeters if you use them should be well trained and certified by the dealership to interact with clients. Obviously their dress and personal appearance should be impeccable even if casual and if casual should include a uniform look. The public and private areas of the dealership should be spotless and well organized. If your salespeople are doing service walks (I hope so) then the service department including the techs should be neat, clean and presentable.
Last but not least the little things that often get over looked like the cleanliness of the rest rooms and freshness of the coffee. The condition of the waiting rooms and condition of the furniture and fixtures are also part of the first impression. Taken together all of these things contribute to that second first impression.
The biggest challenge to selling a vehicle always has been overcoming the customers fear and discomfort. The first impression is your best chance to begin the process of making a friend and creating a climate of friendly interaction that puts them at ease and builds trust and confidence. Anyway that’s my two cents worth. How about a refill?

Permalink Reply by john cowan on October 16, 2010 at 7:46pm

This is a great question....i will address the fb issue first....it amazes me that we are all fairly smart...probably have been doing this for a while...and even in our "best buy" uniform culture... makes it easier when all you have to do is match the "tiger" pants to the "tiger" shirt...since they dont make dapper dans or dressy bessies anymore...but how is it that on fb i have seen some of the craziest pictures...if you are promoting your self on fb as a salespersonfleettailf&i extraordinaire or the best truck salesperson in the world why wouldn't you have a picture that goes with whatever idea you are trying to portray...or at least make sure its tasteful if you really have to portray yourself as the "rockstar" legend shot gunning a beer...i am thinking that is not the best idea...
spend some time and a few bucks and get a picture done that looks like one you would like to see if you are going to spend thousands on a car or a service… if you go into a restaurant that the food is awful, service poor and unkempt workers…your not going back…
I understand that we are not what we do and that fb is about the first amendment… freedom of speech (expression) but lets be tasteful…and it is all about presentation…
You wouldn’t have the ’50 foot blow up “gorilla” as the naked “mud flap” girl…
As far as answering the phone? Really? If you have someone that doesn’t know how to answer the phone correctly then don’t let them answer the phone…no phone pops for that person…
And finally…okay if you cant read the warning on the side of the box…those things that you are putting between your lips are gong to kill you sooner or later…I digress…but why is it that you still insist upon hanging out in front of the store for God and country to see? Right now the f&i mangler, the new gsm and the new salesperson are smoking in front of my store right now...
its barely legal to smoke outside in the state I live in…

Permalink Reply by NANCY SIMMONS on October 16, 2010 at 9:25pm

Wow John!

Bold, candid and right to the point! I wish more people would think like you! Great comments and I am eager to hear what others say........Aren't you?

john cowan said:

This is a great question....i will address the fb issue first....it amazes me that we are all fairly smart...probably have been doing this for a while...and even in our "best buy" uniform culture... makes it easier when all you have to do is match the "tiger" pants to the "tiger" shirt...since they dont make dapper dans or dressy bessies anymore...but how is it that on fb i have seen some of the craziest pictures...if you are promoting your self on fb as a salespersonfleettailf&i extraordinaire or the best truck salesperson in the world why wouldn't you have a picture that goes with whatever idea you are trying to portray...or at least make sure its tasteful if you really have to portray yourself as the "rockstar" legend shot gunning a beer...i am thinking that is not the best idea...
spend some time and a few bucks and get a picture done that looks like one you would like to see if you are going to spend thousands on a car or a service… if you go into a restaurant that the food is awful, service poor and unkempt workers…your not going back…
I understand that we are not what we do and that fb is about the first amendment… freedom of speech (expression) but lets be tasteful…and it is all about presentation…
You wouldn’t have the ’50 foot blow up “gorilla” as the naked “mud flap” girl…
As far as answering the phone? Really? If you have someone that doesn’t know how to answer the phone correctly then don’t let them answer the phone…no phone pops for that person…
And finally…okay if you cant read the warning on the side of the box…those things that you are putting between your lips are gong to kill you sooner or later…I digress…but why is it that you still insist upon hanging out in front of the store for God and country to see? Right now the f&i mangler, the new gsm and the new salesperson are smoking in front of my store right now...
its barely legal to smoke outside in the state I live in…