Car dealerships have historically focused on the quality of their cars to get new customers and encourage brand loyalty. However, product quality is not the only factor that encourages shoppers to choose your dealership over the competition. Cars will always be evolving for the better—new safety features, cool new designs, and innovations we can’t even comprehend right now. Because of this, modern day car buyers are no longer impressed with just the features of a car.
Winning modern consumers and turning them into big‑time advocates means creating one‑of‑a‑kind, value‑adding customer experiences. Here are 4 ways your dealership can bring customers back every time:
According to Dealer Refresh, one of the top four frustrations for car buyers is the time spent on the vehicle purchase process. To improve this, your dealership can look for ways to refine and speed up the various steps shoppers go through to complete their purchases. For example, consider preparing paperwork beforehand, creating an assembly line from one department to another for quick document approvals, and striving for an on-time schedule in your service department. Even with focus in these areas, it may be difficult to cut down on what is intrinsically a lengthy process, but you can make sure the time customers do have to spend waiting is enjoyable.
The art of creating added value starts with the ability to see your business through the eyes of your customers. How would you like to be greeted when you step onto the showroom floor? Would you like something to eat or drink? Would your experience be more relaxing if your kids had somewhere to go and play while you were busy? Would you like to use free WiFi while your oil is being changed? By shifting your focus and providing a superior value based on customer needs and comfort, you can start to create a dealership experience that is unmatched by your competition.
Creating content is the new normal for businesses that want to be thought leaders in their industry. By tapping into the resources and insights your employees can provide, you can position your dealership to gain consumer trust. Employee experience and expertise in the field will allow you to create useful content you can print, hand out, post on social media, or explain in person, and providing quality content from a variety of trustworthy sources is a great way to add value to the customer experience at your dealership. Take advantage of your team’s unique experiences, qualities, talents, and qualifications to educate the marketplace and position your dealership as a trusted advisor in the industry.
Whether looking to make a purchase or get a vehicle serviced, being called by name adds true value to an experience. Customers are more likely to return to a dealership that takes the time to get to know them on a first-name basis as well as remember their past purchases. Additionally, dealership employees have unique opportunities to interact with customers and get to know them on a more personal level. When salespeople and shop professionals alike have an extensive knowledge base of the vehicles and services their dealership offers, they will be able to offer one-on-one, personalized recommendations based on what they know about the customers and the dealership.
Dealerships that win big‑time advocates are winning first at creating memorable customer experiences. When your dealership aims to deliver intangible value that cannot be packaged or sold, your customers will reward you with positive publicity and word of mouth—and they’ll be more likely to return to you for future automotive needs. Remember to be on time, improve the customer waiting experience, build consumer trust through thoughtful advice, and get personal with your market.