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Mike Gorun

Mike Gorun Managing Partner/CEO

Exclusive Blog Posts

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

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Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

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Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

A Simple Roadmap to Customer Loyalty

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Human beings do have a tendency to overcomplicate things. In our industry, there are so many things that we need to deal with on a daily basis - customers, co-workers, employees, bosses, technology - at times it gets overwhelming. I believe that most dealers understand the importance of customer loyalty and retention. There are plenty of ways to entice customers and gain their loyalty. However, no matter how good the effort, every one of us will see customers leave at some point. Sometimes it’s your fault, sometimes it has nothing to do with you. Regardless of which, sustaining and nurturing customer loyalty can, at times, seem a daunting task.

 

I came across this quote from an unknown author today and, as I reflected on it, it occurred to me that this was the perfect - and simple - roadmap to customer loyalty.

 

 

Respect is earned.

Honesty is appreciated.

Trust is gained.

Loyalty is returned.

 

 

Everyone wants to be respected. It doesn’t matter whether you’re a customer, the business owner or a porter. Respect in a business organization is the foundation for everything - company culture, employee loyalty, and customer experience – to name just a few. If managers don’t respect their subordinates, a hostile environment is created where nobody wants to work. This in turn stifles productivity and negates motivation. Disrespect will make that $20 spiff worthless. In fact, that disrespect could easily result in employees performing poorly on purpose so as to cause the manager to fail.

 

Sadly, the auto industry is perceived as one of the least trusted of all businesses. The stereotype of the used car salesperson has transcended time and become one that dealers have found difficult to overcome. A policy of treating both employees and customers with respect and honesty can help create stronger bonds and also improve customer perception. A customer may expect a salesperson to be deceitful, but can be won over through honesty. Don’t promise things you’re unable to deliver. Customers desire transparency and in today’s world of online research, there are many resources for the customer to easily find the information they desire. So, be up front in the transaction. Customers may not like the answers you give them. But, if they’re honest answers, they will respect you for it.

 

If your employees or customers don’t trust you, you will never earn their loyalty. Chances are that you’ll have to prove that you can be trusted and believe me when I say that customers will challenge that trust and look for third-party validation - whether that’s through a price confidence site, a CarFax report or simply an online payment calculator. If everything checks out, and the customer knows that you’ve been honest with them, you will begin to earn their trust and build loyalty.

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