As I write this, I’m resting comfortably in the Tuscan hills. I’ve had the pleasure of seeing Michelangelo’s David at Galleria dell’Accademia, visited the world-famous Uffizi, and roamed the labyrinth of streets in Venice. But perhaps the most impactful was the trip to Ferrari’s factory in Maranello. That’s the one place I’d model my business after.

This past month, the focus has been on the customer experience. It entails the type of people you employ and the training you provide right through to the building your store is housed in and the equipment you use. If you ever have the chance to see all those tools in action simultaneously, it will be at the Ferrari factory.

What’s So Special About Ferrari (besides the obvious)?

It really boils down to knowing who you are. The brand behind the prancing horse has it down to an art. If you ask someone at Ferrari what their all about, you’ll get a definitive answer. And more than providing an incredibly exceptional product, they are all about delivering precisely what each customer wants.

The customer experience is paramount, and that’s made clear from the first point of contact. If you want a new Ferrari – Portofino, LaFerrari, or any other model – the first step is visiting the factory to decide on your options. You choose your fabric, your paint colors, your stitching, accents, upgrades, and on. The tour guide emphasized that no two Ferrari cars are ever exactly alike.

That customized service experience is the exact model that has taken Enzo Ferrari’s 1947 startup to one of the most recognized name brands in the world. The customer is the focus, not the car. It’s simply assumed that the car will be of the utmost quality, because that’s what history has already proven.

See where I’m going with this?

It’s a process to become a ‘Ferrari’ in your city – that dealership that stands out above the rest. It isn’t overnight, and it takes commitment, dedication, and resources.

Steps to Become a Ferrari Among Jalopies

Your dealership might be the epitome of modern, using the latest technology, and carrying the full line of your brand’s models. But without a differentiator – without that exemplary customer experience – it’s all just cogs in a machine that doesn’t work. A jalopy or clunker, in a sense.

On a very high level, here are a few steps to become who you need to be to succeed.

The Complete Process

I once worked for a dealer principal, Larry, who always seemed like he was micromanaging. It’s been a few years, but now I see it for what it is: perfecting the process. If the ship had even a small leak, even one that posed no danger of sinking, a solution would be sought to not just plug the hole but prevent it from re-occurring.

 Enzo Ferrari did just that. He eliminated the smallest of concerns so there was nothing to detract from the Ferrari ownership experience. If there’s a health issue in your store, that’s something different altogether that needs to be addressed. But when a few problems keep popping up, or if there’s a bottleneck, get it fixed so it doesn’t interfere with the customer experience.

Commitment

At the factory, I saw one of the last Ferrari California models getting water tested after its build was complete. It’s fascinating that a car that has been perfected in engineering for several years still gets tested every single time.

If it seems to be running smoothly in your store, remain vigilant. Just one person cutting corners on their job will affect the other staff they work with, their management, the product, and ultimately the customer experience. Remain committed to providing the top-level service for each of your clients, and test your process.

Invest in Your Store

The Ferrari factory is incredible in size, employing more than 3,100 people in over 600,000 square feet of space. That doesn’t come without sizeable investments. If you want to offer the Ferrari experience, you can’t do it on a Fiat budget.

Spend money on high-quality equipment, pay the ransom for your dealership’s facelift, and most of all, invest in your employees. Onboard only the staff that will make you better and pay them accordingly. Train them so you can keep them at their peak performance.

You don’t need to sell Ferrari’s, Lamborghini’s, or any other high-end brand. The customer experience is of paramount concern. Become the brand you want your customers to experience, and you’re going to be successful.