We met with Steve Roessler, Vice President of Sales at DriveCentric, at NADA 2020 to discuss how dealerships can nail their customer experience.
“At the end of the day, the data is out there that says customers will spend more money for a better buying experience.”
It’s a common belief that you have to be the lowest price to beat your competition but that isn’t true. You can beat out all of your competition by simply offering up the experience that your customers want. Sell your customers on a superior experience, then follow through with that when they walk on to your lot.
“We can’t just assume that every customer is going to go through 17 steps of buying a car.”
A large part of improving your customer experience is to tailor your process to each customer. We have to practice responsive selling in order to get them to come back for their next car. If your processes are built around being able to change in order to meet customer demand, getting repeat customers is going to easier than ever.