Page 7 - MIADA-12-2020

You Cannot Fix

Breakpoints in the

Customer's Experience

Without First Fixing

Your Own

By Derrick Woolfson

In a perfect world, we could efficiently is expected for the paperwork, then it can The above are just some of the samples
address customer breakpoints offering decrease the chances of this occurring. of documents you can include in the
them a seamless experience. Whether that sales packets. Even better, most CRM's
is changing the sales process, or creating a When is the last time you went over allow you to create printable documents
more streamlined omnichannel experience. the documents process with your sales for each deal, which would then include
However, before we can improve the consultants besides a little blurb on one the customer's name, vehicle, and other
customer's experience by addressing the of your sales meetings? Save yourselves a relevant information. Not only does this
breakpoints. We need to first address our headache and put together a binder that has make it easier for both the sales consultant
own, that is, with our employees. If your all of the commonly required paperwork. and the customer, but it also looks more
employees are not engaged, or worse - not professional. And can ensure that you are
trained - how can you expect them to offer Deal Folders. Does Every Vehicle Have not missing any documents that otherwise
the customer a better experience? Here A Packet Made With All the Documents have to be completed. Doing something as
are the top two things to review with your Needed? simple as the above can have an immediate
team. positive impact.
I cannot tell you how many times I have
Dealer Training. Do Your Sales seen sales consultants running around Bottom Line: if your sales consultants are
Consultants Know the Process? creating new deal jacket copies. What's not sure of what the sales process is, how
worse, though, is that they are from previous can they effectively assist the customer?
While the OEM training is critical, so is copies - making it nearly impossible for And only mentioning items in the sales
instruction on how your dealer runs the the customer to read them, let alone know meeting is likely not going to address the
sales process, which includes paperwork, where to sign the document. This could all top breakpoints in the customer's overall
delivery, etc. If your sales consultant is not be avoided if you had made deal packets for experience. Instead, take the time to make
familiar with your sales process, it can and each vehicle. sure your sales consultants are aware of
will cause breakpoints during the process the required documents for purchasing
and disrupt the customer's experience. In Those documents could include the a vehicle. By reviewing the required
which case, those breakpoints can affect following: documents, it will offer the customer a
the customer's overall experience. There • Sales to Service Handoff (if you give better experience. This can also lessen
is nothing worse than the customer's the customer oil changes, etc.) the chances of the customers missing
experience breaking down in the finance • We-Owe's (accessories, or anything documents when they get into the Finance
office because they are missing paperwork, pertaining to the vehicle for after the office, which can delay their deal getting
the paperwork is wrong, etc. At which point, sale) completed. Not to mention, it pushes back
they are now delayed - causing everyone • Social Media Release Form everyone else who is behind them. n
else ahead of them to also be delayed. If you • Lemon Law (for states it applies in)
have trained the sales consultant on what • Privacy Notice

MIADA MISSISSIPPI DEALER Winter 2020 | 5