Many dealers have discovered that static lead forms and calls-to-action aren’t working to meet their needs anymore. LEARN MORE
Men’s Wearhouse owner George Zimmer famously stated, “You’re going to like the way you look. I guarantee it.” If you remember this, it’s impossible to hear the phrase without knowing Zimmer and his company will stand behind your decision to shop with them and make the experience the best it can be. (Note: Very sad he is gone.)
How about Tom Bodett leaving the light on at Motel 6? Or when Hyundai and Kia first offered a 10 year/100,000 mile warranty on its vehicles or to buy their vehicle back if you lost your job?
All of these companies’ claims were game-changers in customer service. Their assurances and guarantees are bold, and they help us form an opinion about the product being offered. They also give us insight regarding how the company feels about their merchandise or services.
Why then do so many companies and vendors shy away from such lofty statements? Are they concerned about litigation? Maybe they don’t feel confident in what they are promoting. Or are they just concerned that they could actually get an unhappy customer who might want his or her money back?
Regardless, in today’s era of technology and social media, a company that is not willing to stand behind their product might as well fold up tent and go home. This is a global economy with instantaneous access, and people are more than willing to share their experiences through Facebook, Twitter, Yelp and the other numerous outlets available to them.
Consumers are demanding, as well they should be. This is a culture of “survival of the fittest,” and only those companies willing to do anything and everything for their customers will remain in the game.
Being in the car business for 25 years, I have seen my share of shills. But I have also met many representatives of companies who proudly stand behind their product, through thick and thin, and I considered them partners more than vendors.
Have I made those claims for my money back? A few. But generally, if a company was willing to guarantee its product’s success, I was confident the product would perform as advertised.
Making changes and finding vendors willing to be partners is tough business. Look for a company and representative who are going to openly provide a guarantee, ensuring you will be happy with what you are buying or you get your money back. Choose companies like Autosoft, which guarantees you “A DMS You’ll Love or Your Money Back” – a promise that is simple, honest and to the point.
I wish you well in finding your new vendors/partners.