Give Customers Reason To Buy – and Come Back

When was the last time you purchased a product, then received a phone call the next day from the salesperson asking how you liked it? It’s a rare occurrence in most business because the focus is on closing sales now, not on building long-term customer relationships.

At dealerships, the moment a customer walks onto the lot is when the relationship begins. And it shouldn’t end, whether or not they buy then. It should be nurtured, cared for and fueled by the unique service opportunities and perks many dealerships offer.

Fortunately, major car manufacturers understand and support this notion. They work diligently to help dealers provide exceptional service.

Automakers encourage their dealers to provide service-department loaner vehicles, run clinics, wash vehicles and offer other perks that make it easy to transact business now and in the future.

They understand the value of building long-lasting relationships and loyal clients, and they want to give their dealerships every opportunity to do so. Manufacturers know they have a better chance of bringing customers back for their next vehicle if they’ve developed product loyalty and an ongoing relationship with the dealership.

It’s up to dealerships and salespeople to listen to customers, then leverage those perks to meet their needs and wants while building long-term relationships.

Yet many salespeople and dealerships fail to use these resources. As a result, they lose opportunities for customer retention. Customers may never know about special services available to them, so they may go elsewhere.

As a result, dealerships lose service business and customer allegiance to independents shops or national car-care centers.

But why can these businesses steal your business? What are they doing differently? What are they doing that you should be doing? 

In Westlake Village, CA, an informal poll found 70% of residents owning vehicles from virtually every major manufacturer used one of two independent mechanics and car repair services for their car care. Look at what their customers are saying:

These businesses focus on relationships. They proactively reach out to customers, and deliver quality service. This is why they win business. They give customers a reason to come back.

Their customers no longer have an allegiance to any dealership or even a particular brand. Nothing at these independent businesses compels them to think about the brand they drive now when they need a new vehicle.

The longer you can hold onto customers, the longer you will do business with them. When dealerships and their salespeople work proactively to develop and tend customer relationships, they make a lasting impression, not only with their customer but with others in their circles of influence.  Consider this anecdote.

A friend who is an attorney mentioned his lease was up on his BMW. He was having a hard time deciding what to lease next. While we were chatting during an appointment, his BMW consultant called and asked if it was convenient to bring a new model to his office so he could take it for a drive. 

He agreed. While the car was sublime, it was the service that stood out.

Offering top-level of service is not enough if it’s inconsistent. Dealerships and salespeople must be consistent in customer treatment, commitment to the relationship and the quality of their work.

This is a lesson all dealerships and salespeople must learn. It’s not enough to provide good service when you have time. It must be delivered consistently. It should be part of an organization’s employment policy and mission. It should be evaluated in employee performance reviews. It must be a core value, modeled by management. 

At APB we call this the Red Carpet Treatment. It’s giving customers a reason to buy and to come back.

Richard F. Libin is the author of the book, “Who Stopped the Sale?” and head of APB-Automotive Profit Builders, a training firm with nearly 50 years of experience in maximizing profits through personnel development and technology. He can be reached at [email protected] or 508-626-9200 or www.apb.cc.