Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
sara callahan

sara callahan Owner/President

Exclusive Blog Posts

7 Service Department Marketing Tactics + Examples

7 Service Department Marketing Tactics + Examples

Growing your dealership's service business isn't an easy job. With countless auto repair shops trying to steal your customers away and manufacturer-recomme…

Cut the BULL-Clicks Out of Your Advertising!

Cut the BULL-Clicks Out of Your Advertising!

I don't have to be a beer-maker to advertise beer. I don't have to have sold beer to sell beer.  But I had best actually done ADVERTISING m…

How Selling Parts Online Can Boost Your Dealership Revenue

How Selling Parts Online Can Boost Your Dealership Revenue

RevolutionParts has always experienced record numbers on Cyber Monday. Every year, it sets the new record for highest part sales day for dealers using …

WEBINAR RECORDING - Understanding the Road Ahead: New Strategies for Your New Customer Base

WEBINAR RECORDING - Understanding the Road Ahead: New Strategies for Your New Customer Base

Watch this webinar recording to explore the current state of automotive consumer expectations, beginning with the historical precedents and recent up…

The KPI Cafe Returns on Monday with Brent Wees!

The KPI Cafe Returns on Monday with Brent Wees!

We're back! The #KPICafe returns on Monday with a truly impactful session that features one of our favorite people, Brent Wees. The title mig…

Are You Connecting with your Customers?

According to an interesting study by Forrester Research, many businesses fail to communicate in a way that enhances and solidifies the business-customer relationship. The same can be said for some dealerships.

The study found that the most critical way to earn repeat business and create brand loyalty is to humanize communications. While the survey reports many different responses and drivers affecting consumer decisions about who to conduct business with, the following were found to be the most important:

  1. 1. Speaks like a regular person – The automotive industry is full or lingo and jargon that a typical customer does not understand in both the sales and service process. This can very quickly lead to lost sales and/or service business, just because the customer doesn’t know what you are saying. If the customer cannot understand you, it is hard to build rapport and a relationship that leads to future business.
     
  2. 2. Values my time and business – Too often customers are treated as a transaction rather than a valued asset. Sometimes it’s because of the hustle and bustle happening in the dealership, or processes designed to make transactions faster. But the sad fact is that the customer can easily get lost in that shuffle. Many dealerships focus on transaction time, which consumers report as a pain point - get them in and out as quickly as possible. But then it can be easy to forget the simple human interactions that make the customer feel valued. Small signs of appreciation that do not take long such as, “Thank you for coming in, Mr. Smith. We appreciate your business,” can go a long way towards connecting with a customer on both a personal and brand level.
     
  3. 3. Communicates in the tone I prefer – I’m sure you’ve all had those conversations where the tone is perceived as rude; when that was not the intention. The same can happen in communications between salespeople or advisors and customers. And sometimes there is no chance to clarify the discussion, especially when it comes to email and text. As a result, the customer just ceases to communicate, and the dealership loses their business.

The key to future success and profitability can easily depend on how well you communicate to and interact with customers. And, it's not merely how you communicate, but that you do so in a personal, human way; one that the customer best responds to.

Bart Wilson

I believe that this is one of the great ironies of today.  We develop all of these digital communications, chat bots, AI, etc., and this is all valuable, but what customers really want is a relationship with the person they are purchasing the vehicle from.

sara callahan

Thanks, Bart, that is the point exactly!

R. J. James

Sara... EXCELLENT Call Out!!!  After the Sale it is the Service Team that can Make, Maintain, or Break the Customer Loyalty  Cycle.

sara callahan

Thanks, R.J.!

 Unlock all of the community & features  Join Now