Your Dealership Experience: Make it Better Than a Summer Barbecue
If you bring up buying a car at a barbecue this summer, chances are people will have a few complaints about their dealership experience. In fact, only 17 of 4,000 people said that they liked the current car-buying process1. Needless to say, there’s a lot of room for improvement. But just like a summer barbecue, your guests will leave happy when you make it easy for them to get what they came for — without having to deal with any unexpected anxieties. And if you become known for the best barbecue with the best experience, not only will people come back, they’ll probably bring their friends to the next one too. How do you turn your dealership into the hottest place in town?
When someone comes into your dealership, they don’t want to follow you around or be stuck sitting for hours negotiating at your desk. Instead, walk around the lot showing them cars and bring a tablet or mobile phone along with you to quickly look up the details about the cars on the lot.
Personalize the Experience
Understanding your customer is the first key to success. Just like you wouldn’t stick Uncle Bert at the kids’ table, you have to meet your customer where they’re at – which means communicating with them how they prefer. Your Customer Relationship Management (CRM) system can be the handy aid you need to remind you who they are, what they like and how far along in the process they are.
Make It Quick
The days of spending hours negotiating a deal in a dealership are long over. In the age of smartphones and six-second videos, customers just don’t have the patience to wait for hours. Seventy percent say that valuing their time is the most important thing a company can do to provide them with good service. Instead, they expect to give their information once and they want you to negotiate a price quickly and accurately. Many will also want to begin the process online to cut down on the time spent in a dealership. In fact, 6 in 10 car buyers already expect to be able to begin their negotiation on a dealership website1. Having the tools to carry that information into your dealership is key to your success.
Don’t let the deal go up in smoke. With these few tips, you can change the barbecue conversation from one about frustration to one of ease and joy. When you get it right, everyone wins. 1CDK Global, Connected Store Study