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Jared Hamilton
From: Jared Hamilton
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Jake McCracken

Jake McCracken Digital Marketing Director

Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

4 Steps To Improve Your Reputation

It has been clearly stated that the best way to great reputation management is to truly offer great customer service and a great experience. I couldn't agree more, and the best feeling in the world is a "organic" happy customer review. That being said, don't be afraid to ask your customers for their honest opinion of their experience with you. Here are 4 ways that you can improve your chances of receiving a rave review.

 

1.  Practice being consistent not amazing.

In order for a customer to be willing to log onto any particular website and leave you a positive review of their experience, you do not need to provide some out of this world, amazing experience. You must be consistent, and take care of the details. As with anything it is the little things that will set you apart from any other dealer they contact or visit. We have received positive feedback for small things such as the right route on a test drive that let them feel the car properly, quick responses to concerns, and for the in-store experience being consistent with their online conversations. Every once in a while you can deliver that “home-run” experience with a customer, but if you go for consistent every time, you will come out on top more often.

 

2.  What are you doing when the customer isn't looking?

In order for you and your dealership to deliver a consistent “great” customer experience, you have to live it all the time. Are you talking about this in meetings? Does everyone in the dealership know what your brand message is? Are all employees communicating the same messages to each customer? If you have a BDC in your store, is the BDC agent and the sales consultant when the customer is turned over on the same page? If a customer ask a question and they get a different answer from two separate employees, is that great customer service?

 

3. Pay attention

What are your customers saying? I have heard salespeople say before that they were afraid to call a previous customer because they knew they may have had problems with their vehicle. A customer with a problem will gladly tell you what you can do to improve. No dealership in the country has perfect customer service. You will occasionally upset someone, but the key is to learn form those mistakes and fix the process that allowed the mistake to happen. Also, take a look outside of the automotive industry. There are a lot of hotels, restaurants, and other business delivering excellent customer experiences. Learn from them and find a way to implement ideas into your business.

 

4. You have to CARE!

Not pretend, but actually care. It's easy in sales to get caught up chasing the commission and loose sight of who is really creating your paycheck, the customer. As Jay Baer says in his book Youtility, “If you sell something, you make a customer today, but if you help someone, you create a customer for life.” If you approach each customer as an opportunity to help someone fulfill a need, or a want that they have you will have a lot of genuinely organic happy customers! 

 

Russell Brown
Great points Jake. I especially like "What are you doing when they aren't looking." Having a consistent brand and experience cant be acted out when the customer is there, it has to be instilled throughout the whole team
Jake McCracken
Thank you for the comment Russell. I appreciate you reading.
Heather Brautman
An unfortunate aspect of being in the car industry is that sometimes, you just can't shake off the bad reputation - even if you're the best sales person or GM there is. We worked on a eBook called "9 Scripts to Combat Car Sales Stereotypes" and it's a free download here: http://hub.am/16SDWhi It covers topics like how to take pride in your work, even when people are rude, directly to your face. Not that ANYONE on DrivingSales has experienced that, right? ;-)
Jake McCracken
Thank you for sharing Heather. I will check out the eBook. I agree that the stereotype can be hard to overcome, but overall if any given dealership practices great customer service and truly are problem solvers for their clients, then more times than not they will overcome that poor expectation. Obviously, we will still have those select few that we are not able to convince. Yes, your'e correct, I can't even fathom a customer being rude to my face ;-)

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