Don’t Be Intimidated by Customer Loyalty

Many dealers are intimidated by the concept of “customer loyalty.” The simple attempt at trying to design and implement a strategy that creates lifetime customers is certainly a daunting one. It takes a lot of work and effort to accomplish this, for sure. However, just like you train your sales advisors in the steps of the sale and the importance of following each step in order, customer loyalty is achieved in the same manner.

 

Customer loyalty doesn’t have to be complicated. You should certainly have everything in place to help create lifetime customers. To do that, you need to provide a consistent customer experience. However, customer loyalty should be thought of not only in terms of a long-term goal designed to create lifelong customers; but also as a short-term goal.

 

Just as in your sales process, think about leading customer to the next step. In service, that would be their NEXT visit. What do you need to do to ensure that the customer that just visited returns the next time? It’s certainly not by mass marketing messages that may be relevant only to a few of the recipients. If your customer came in for an oil change at 5,000 miles, the next goal would be to get them to come in for their 10,000 mile service.  Accomplish that first. Once they come in for the 10,000 miles service, focus on the next service.

 

Customer retention leads to customer loyalty. You retain customers by providing an experience that’s different than your competitors. Stand out in their minds and make them want to choose your dealership over a competitor, or perhaps an independent they may view as more convenient at that moment. You may or may not be the least expensive. However, by building value in your service department, customers will recognize that you’re worth the extra money. People don’t shop at Nordstrom because it’s less expensive. They shop there because of the service they get and with the knowledge that the products sold are high quality.

 

If you have children, you’ve probably faced the dilemma of buying them shoes. Some people choose to buy less expensive shoes and then end up having to purchase more frequently because they are inferior in quality and wear out faster. Others feel that investing in a more expensive pair of shoes will ensure that they last longer and don’t wear out as quickly. Oftentimes, parents discover that paying for the more expensive shoes is actually less expensive in the long run. The same concept applies in your service department. Stress the value of factory parts and certified technicians when confronted with a price objection.

 

Creating a lifelong customer isn’t something that will happen overnight. It involves slowly building the confidence and trust of the customer through efficiently providing quality work and a great customer experience. In-store Starbucks and movie theaters are nice, but not something that most dealers can afford. It’s not necessary to have these things to earn loyalty. Simply do what you do best and create a memorable experience. Focus on the customer’s next visit and create relevant messages tailored to them, and you’ll discover that your efforts will create loyal customers.

Views: 47

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Simon Hopes posted a blog post

The Benefits of Buying a Car from a Ford Dealership

Buying a car is a major financial decision that can require extensive deliberation and thought. The…See More
yesterday
Derek C. Dean posted a blog post

Self Control – Important Factor to Exercise Success

Self-control is the ability to regulate one’s emotions, thoughts, and behavior in the face of…See More
yesterday
Cynthia Madison posted a blog post

5 ways to increase your dealership business's revenue

A dealership can be a very profitable business whether you sell used or brand-new cars. However,…See More
yesterday
Mike theCarGuy Correra posted a video

Training Needs Follow Up

Mike Correra explains why investing in training can backfire if there is no follow-up in this video blog.
yesterday
Doug Van Sach posted a blog post
yesterday
Jim Flint posted a blog post
yesterday
Yogesh Sashi posted blog posts
Friday
Adam Swanson posted a blog post
Thursday
Dave Anderson's blog post was featured

Four Steps to Productively Process Disappointment

Disappointments are a fact of life. The question isn't whether we'll experience them, but whether…See More
Wednesday
Dave Anderson posted a blog post

Four Steps to Productively Process Disappointment

Disappointments are a fact of life. The question isn't whether we'll experience them, but whether…See More
Tuesday
Sally Whitesell's blog post was featured
Tuesday
Bill Wittenmyer's video was featured

#WittsWiseWords: Do You Know What Your Competitors Are Doing

Scoping out your dealership competition is good business. Bill Wittenmyer says it can help you determine what prospects want that you currently aren't providing.
Tuesday
Simon Hopes posted a blog post

American Made New Ford Trucks for Sale!

This is a unique time in history because we are witnessing the rebranding of America on the global…See More
Monday
Bill Wittenmyer posted a video

#WittsWiseWords: Do You Know What Your Competitors Are Doing

Scoping out your dealership competition is good business. Bill Wittenmyer says it can help you determine what prospects want that you currently aren't provid...
Monday
Michael Trasatti posted a video

How to Work With Millennials

Mike Trasatti shares his thoughts about hiring and working with Millennials in this video blog.
Monday
Jim Flint posted a blog post
Oct 11
Sally Whitesell posted a blog post
Oct 11
Lehel Reeves posted a video

How Video Leads to More Sales

Lehel Reeves shares why consumers prefer video and how dealerships can lose sales if they fail to provide it.
Oct 11
Dave Anderson posted a blog post

Develop More Mental Toughness and Killer Instinct

No matter what level you're at, whatever your role, whatever your sport, if you're committed to…See More
Oct 10

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service