Most Dealership owners and GMs I speak with on a regular bases are most interested in advice to spark up sales, and all of these same people see the “solution” to that question as *new customers*. They all want to know how to acquire more new customers.
Acquiring new customers is very expense and requires large investment and risk of ROI. After all, traditional advertising is pricy and always contains a risk.
Dealerships could instead, easily increased their monthly sales without adding a single new customer. The increases are readily available within their own customer data base.
The smart and savvy Dealership, who will survive whatever impact the current recessions has on his business, places great importance on “the customer” and seeks out to maximize their “Total Customer Value”.
3 Basic Categories of Customer Standards
1) Minimum Customer Standards: This Dealership will do just enough to comply with any laws, staying out of trouble, and deter lawsuits or returns for any vehicle return.
2) Average Customer Standards: This Dealership will give the customer “fair exchange” – reasonable value for their hard-earned dollars, no less and no more. Most Dealerships are right here, and as a result they will get average results during good times and will turn a profit and continue forward in business.
3) Maximum Customer Standards: This Dealership (and there are only a handful in Canada) asks the question “not how we can get more sales, but how we can give more and better service”. This is the right question to ask. The Dealership owner who is constantly striving to better reward his customer for their patronage is taking the maximum customer value and will be rewarded.
Take Home Information
1) You and your staff need to get together and compile the longest most detailed list on how you would like to be treated if you were the customer. Think how you would be most appreciate being treated and continue to add to this list.
2) Any bad relationships between your Dealership leaders and your sales team / finance or service staff will find its way to your customer.
Make no mistake about this information.
To learn more about selling more vehicles and increasing profits each month; simply contact us at: sales@automarketingprofits.com for a full Free Consultation.
