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Jared Hamilton
From: Jared Hamilton
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Glynn Rodean

Glynn Rodean President & CEO

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Make a Difference. Make a Change. Make It Now

Differentiation.   What is it?  I don’t know about you but I am sick to death of people throwing the word differentiation around with no specific, precise course of action.  It is essential that we accentuate specific differences between us and the stereotype of our industry.  From the outside looking in, all dealerships look the same and do the same things in the eyes of  customers.   Find your way to stand out from the masses.

 

First impressions last a lifetime and you will never have the opportunity to change how you made a new customer feel.  Make sure that each customer is treated with respect and is left with the feeling that they “gotta guy” in the business.  Every time you pick up the phone know that it is your one shot to stand out.  Train your team to sell the sizzle of why the customer should buy from your dealership and not the guy down the block.  Your competition has the same vehicles you do.  If you try to sell it over the phone, you may be just making your closer competition’s job easier.  Make sure that you do not give TMI on the call.  Sell the appointment and the dealerships difference.  Sell the convenience, sell the fact that your service is above all others and build rapport with the customer.  This will not only increase your ROI but your ROR which is what creates customers for life.

 

Tyson Gamblin
I totally agree that people feel like they are giving excellent customer care but just give out way to much information.
Bryan Armstrong
Be transparent but let's not create an objection prior to the customer coming in the Store with over-kill. Remember keeping it simple and selling value in doing business with YOU will win out 99% of the time.
Meghan Ingram
Good point: "From the outside looking in, all dealerships look the same and do the same things." Finding a way to stand out, without giving away all the information before getting the customer into your dealership, takes a lot of practice. Pay off is worth the effort!
Jim Bell
Being transparent like what Bruan said and getting back to the basics of selling the appointment is key today, especially on the phones. If you are getting a lot of phone ups and not many appointments, you need to listen to those calls and coach them through it. The customer is just one clock away from another dealership.
Glynn Rodean
I completely understand with what everyone is say Jim Bell, Meghan Ingram, Byran Armstrong, and Tyson Gamblin, plus the many others that read. Train your team and enhance their current skills so every person they talk to wants to come down and meet them. Utilize the self-barometer technique, active listening and the two main ingredients, acknowledgement and validation. Make customers feel as if they now have a friend in the car business that will not lead them wrong. It is far too common for the dealership’s first impressions to be blown by individual sales people that are too busy or too impatient to make that difference. Owners, do quality care checks on your own team. Do they represent you in a way that you would be proud to claim for your dealership? If not, get them help.

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