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Jared Hamilton
From: Jared Hamilton
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Denim Simkins

Denim Simkins Director, Fixed Ops

Exclusive Blog Posts

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Tips for Leaving a Voicemail

Tips for Leaving a Voicemail

The Voicemail So you receive an internet lead and you call and they don't answer...now what? We leave a message right? Let's say the customer in…

Keeping the In-Person Touch While Selling Cars in the Digital Age

Keeping the In-Person Touch While Selling Cars in the Digital Age

  For better or worse, the internet has become an indispensable appendage in our every day lives. Many of us would rather spend every minute glued …

3 Factors to Emphasize That Customers Use When Choosing a Service Center

0f0cfab0763159f36be2eded09bb9a4b.jpg?t=1As per Google’s most recent services path to purchase study the top 3 factors when a customer is deciding on a vehicle service center are, positive past experience, vehicle expertise and price of services. Of the 1,500 surveyed 63% said a positive past experience was the most important factor and vehicle expertise and price were 56% and 53% respectfully. 

Creating a positive past experience starts with ensuring their current experience has been infallible. A few easy steps to help with that are: Insist on having proper communication before, during and after the service experience. Appreciate your customers and do something for them unexpected. Resolve any customer concerns quickly and amicably. Make certain your business culture is a customer centric model and not just a catchy phrase word.

With information being readily available on most everything possible, it is super critical to customers that you are the subject matter expert. Having expert knowledge has become expected. Customers want someone that will answer their question completely and in their terms, no pressure, right? A solid training program starts the foundation, but a continuous learning strategy is a must. Those who demonstrate their knowledge will be rewarded with customers wanting to choose you for their repair business.

When looking at price, here's a few things to keep in mind. Price does not always mean cheaper. Most salespeople agree that overcoming a price objection is a matter of conveying value. At the dealer level we have the opportunity to talk about the value of the service and explain a fair price does not mean the cheapest price. In order to do this you need to be aware of your competitors pricing and know that a customer today is researching other options on price when standing in your service drive discussing the services needed. A fair price along with a conversation about value of services will help your customer feel better about the perceived cost.

Applying these 3 strategies are simply a start as there are many more factors that go into the customers decision to choose a service facility, however, they are the largest factors. As Google states in the afore mentioned study there has been a decrease from 2014 to 2015 of 12% in drivers likelihood to return to service centers and excellent service and a positive past experience are the ticket to loyalty.

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