Page 9 - GIADA Jan-Feb 2020

customers who were asked to leave a review There are automotive mystery shopping Also, let your team know that they shouldn’t
ended up doing so. One of the easiest and agencies you can contact to schedule shy away from asking questions related to the
most effective ways to do this is to send a an interaction. However, it is extremely customer experience. If a customer decides
follow-up email several days after purchase important that your sales representatives do to purchase from another dealership, ask
with an invitation to leave a review or not know that this is happening. You want to them if there was any particular reason or
participate in a sales survey. receive feedback that is as honest and accurate issue with their experience that caused them
as possible, so it is best to keep your team in to change their minds. This can really help
Be sure that you are framing the questions the dark until after you receive feedback. your team get into the mind of the customer
in a way that extracts details - rather than and improve things for the next opportunity.
just a generalized “On a scale of 1 to 10, how 4. Build Rapport and Loyalty
was your experience?” You may also want Finally, it is important that your team gets Conclusion
to include options for people to write in to know your customers on an individual Want to know the real secret to close a sale?
comments or suggestions in their own words. basis to build connections and understand It’s pretty simple: know your customer and
them better. The customer experience is understand what they want. When a business
3. Use Mystery Shoppers more important than ever. In fact, 54% of has a really firm concept of their audience’s
If you really want to see how your dealership customers would buy from a dealership that priorities, preferences, and processes, it is
looks from a customer’s eyes, you may want offered a better experience – even if they did going to be much easier for them to close
to consider using mystery shoppers that will not have the lowest price. deals and turn a profit.
report back on their experience to show
you how they were treated, and how the By building more personal relationships The best way to do this as a dealership
dealership appears from their point of view. with your customers, you can learn how to is to learn as much as possible about
view the shopping process from a consumer’s your customers through research – both
These are paid customers who are typically viewpoint. You should encourage your internally and externally. By using these
hired through market research companies sales team to take more time working with methods, your sales team can learn how to
to collect data and provide honest feedback customers one-on-one with personalized better connect with every single customer
about a company. emails or follow-up phone calls once they that walks through the door and improve the
leave the dealership. customer experience dramatically. n

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