Why Shop Here? Your Culture Matters.

When thinking about business operations, it’s common to examine sales strategies, customer service procedures, and customer experience. Less common is a review of dealership culture, which is the cornerstone that drives your operations and provides consistency. Business culture is the collection of beliefs, values, and practices that are more esoteric and usually defined at a high level.

Culture in Real-Time
An example of a business value is “We do whatever we can to ensure our guests are happy and satisfied.” When translated into procedure, this becomes a reality through reliable steps that likely will create a more-than-satisfied customer, such as an enthusiastic greeting, consistent communication (not too much and not too little), a trusting & respectful experience, and value-added, follow-up communication.

Business culture becomes even more important in the events that aren’t well-defined - an encounter that falls outside the procedural norm. At this point, your culture will provide the philosophy that allows your personnel to be creative and inspires them to stretch beyond the usual methods.

Culture Pre- and Post- Sale
For women customers, your culture is especially important. Six out of 10 women who leave your store without buying will not return. Sixty per cent! That translates into millions of dollars lost that could be saved with the right business culture to provide oversight. Below are examples of culture and how it can be used towards truly optimizing sales:

  1. Pre-visit: The time customers spend before entering your store is critical to set expectations for their engagement. A dealer’s website is the #1 digital resource women visit. What does yours say about your culture? Do photos show diversity and inclusiveness? Can the customer see that you put them first, or is it all product? More importantly, does your website match what happens at your store? An attractive, informative website is only the beginning. The experience must have continuity once a woman enters your store.
  2. In-store engagement: When your customer enters your store, be especially mindful of the 60% that walk out and don’t come back. Your culture should incorporate a welcoming greeting to answer your customers’ questions. Women value trust and want to establish an honest relationship with their consultant. A culture that epitomizes extraordinary communication will help keep your customer engaged for a visit that creates value.
  3. Customer expectations: Establishing and maintaining quality customer relationships means meeting expectations throughout the entire cycle. Customers have their own values and beliefs, and the more aligned they are with your dealership culture, the better your chances of a successful deal.
  4. Metrics and review: To understand whether your culture and customer experience match, you must collect objective, third-party adequate, and appropriate data. Analyzing all customer engagements is crucial. It is easy to dismiss someone who says they are “just looking,” but you may dismiss someone who really is shopping but was unhappy with how she was treated. If your culture includes learning as much as possible about customer interactions, you can identify strengths and weaknesses. This means going beyond the dutiful CSI.

As we approach 2019, it is the time to review and rethink how your dealership culture contributes or detracts from your customer’s experience. How can you improve your interactions to pass your enthusiasm on to customers who are then inspired to be part of the 40% who return to your dealership and improve your long-term retention?

LEARN TO CULTIVATE AN IMPROVED CULTURE

Views: 87

Comment

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

Join DealerELITE.net

Comment by Jeffrey Seyler on December 23, 2018 at 5:27pm

So often the dealership environment is a "Tale of Two Cities"! Nicely put.

Latest Activity

Dave Anderson posted a blog post

Face and Fix These Four Excuses

Excuses are common amongst underachievers, and when you're trying to live the game changer life,…See More
7 hours ago
John Sternal posted a blog post

Swapalease Data: Are Crossovers Not in Demand for Leasing?

Crossovers Not Seeing Growth in Leasing?A year ago, roughly 7.4% of drivers polled said they would…See More
11 hours ago
Jim Flint posted a blog post
12 hours ago
Jim Flint's blog post was featured

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
14 hours ago
Simon Hopes posted a blog post

How to Compare Car Insurance Policies

What is Car Insurance?A car insurance is the policy that covers one’s car against all kinds of…See More
19 hours ago
Mike theCarGuy Correra posted a video

The Key to Long Term Success in Sales

Account Manager Mike Correra shares the key to a dealership's long term sales success in this video blog.
yesterday
Tom Clark posted a blog post

Reasons to Sell Your Dead Car to Car Removal Companies

Your old car just stopped working. When you called a mechanic to have a look at it, they gave you…See More
yesterday
Derek C. Dean posted a blog post

Hard skills Vs soft skills or hard skills and soft skills- which is optimal?

Soft skills and training programs for the same seem to be hogging the limelight in recent times.…See More
yesterday
Umair Amjad posted a blog post

The Perks of Using Armored Cars & Bulletproof Vehicles

Security is a prime concern for every human being. When it comes to security, then people do not…See More
Sunday
Rob Gehring posted a blog post
Friday
Scot Eisenfelder posted a video

Why the Service Write Up Is Critical

Scot Eisenfelder shares why the service write-up is critical to increased revenue in this video blog.
Friday
Jim Flint posted a blog post

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
Friday
John Sternal posted blog posts
Thursday
Veronica Dunford posted a blog post
Thursday
Stephen Coambes posted a blog post
Thursday
Damian Boudreaux posted a blog post

Relationship Selling - Begin The Shift Now

Gooooooooood Morning! And thank you again for joining us in another video in the series, [name].…See More
Thursday
Steven Laureys posted a blog post
Aug 14
John Sternal posted blog posts
Aug 14
Harris Scott posted blog posts
Aug 14
Reynalda Lor posted a discussion

Roofing Option For Garage?

Greetings!We are looking for the best roofing option for our dealership garage nowadays. In the…See More
Aug 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service