Page 8 - GIADA Jan-Feb 2020

4 Tips for Learning How Customers

Actually See Your Dealership

BY JAMES PHILIPS

As a car dealership, it is imperative that you unusual for a car dealership, but it is one of more interested in cars with great AC and
understand what your customers really want the best ways to ensure that your sales team enough power to drive through the hilly
when they step through your doors. As you has a firm understanding of how to treat terrain of the area. On the other hand, if
probably know all too well, competition is potential buyers. you service customers in Buffalo, NY, then
extremely fierce and they can easily go to customers are probably looking for vehicles
another dealership down the road. A good starting place is just some plain old that are made for driving in the snow and
market research. You can take a look at some offer great handling.
Many dealership sales teams struggle to see studies that have been done with consumers
what the buyer’s experience is like through for generalized information. Providing information like this should
their customers’ eyes. Sales representatives set the foundation for your sales team’s
oftentimes get so focused on hitting their For example, a study from Cap Gemini assistance process. By knowing when and
quotas or pushing upgrades for newer reveals that the number one reason how to help your customers, your dealership
models that they forget about how to customers visit a dealership in person is can create a far more pleasant experience.
properly treat buyers. to test drive a vehicle – not to negotiate
prices or get advice from the service team. 2. Send Out Follow Up Assessments
Unfortunately, this only perpetuates the However, they are still interested in receiving Getting feedback directly from your
negative sentiment that so many people technical help - particularly when it comes customers is another effective way to assess
have towards the car buying process. In fact to new technology. your dealership’s current processes - and
- a shocking 99% of customers looking for a find ways to make improvements. Looking
car bluntly state that they expect the buying This study also found that customers prefer at your online reviews is a good way to start
process to be a “hassle." to do the majority of their shopping and – but you should be aware that these may not
research online – so you should be routinely be a totally accurate depiction of the actual
So, how can your dealership start to checking your website for maintenance customer experience.
understand your customers better and issues that could be interfering with the
improve the car buying process? online customer experience, too. This is because many customers won’t bother
to leave a review unless their experience was
Let’s discuss this. Finally, you need to understand what is exceptionally poor or positive. So, you will
most important to car shoppers in your oftentimes only get the extremes and have
1. Know What is Most Important to Your particular area. a limited view of what the actual customer
Customers experience is for the majority of your buyers.
Taking a data-driven approach to the For instance, if someone is looking for used
customer experience may sound a bit cars in Albuquerque, NM, they are probably However, studies have found that 51% of

6 | GIADA Independent Auto Dealer JAN/FEB 2020