1. How Does It Look?
Appearance is everything when it comes to your car dealership. If your customer sees that your dealership is dirty, disorganized, or just unappealing, they are unlikely to
buy their next vehicle from you. Make sure that your offices and general areas are bright, well-lit, professional, and clean to encourage your potential customers to stay and make that next essential purchase.
2. How Do Your Advisors Look?
Your advisors are the face of your company to your customers. If they look unprofessional, unkempt, or unhappy, your customers will walk right back out of your dealership. Make sure you hire and train employees to always be positive, cheerful, and professional. Ensure that they are clean and look their absolute best, so that you look your absolute best as well. This will make customers want to buy from them and ultimately from you.
3. Is Your Phone Ringing?
If your phone isn’t ringing often enough, you may want to reconsider your advertising and marketing strategies because you may not be reaching a wide enough audience. However, if your phone is ringing too much that may mean that you don’t have enough employees to handle all the calls. Make sure customers aren’t hanging up with no customer support or put on hold for too long. Customers are turned off if their calls go unanswered and you will lose their support and your reputation.
4. Your Service Drive
Is your service drive organized or chaotic? How hard is it for your customers to find the cars for which they are looking? Is there a better way to organize your vehicles? Are the aisles easy to navigate? Is everything well-lit? Are the cars clean and polished? Do they have all the information they need on the vehicle so your customer doesn’t get irritated looking for the price or other important data? Your service drive is the first thing that your potential customers are going to see, so it is vital that it looks its best and attracts the eye.
5. Your Customers
Do you see customers in your service drive? Are they walking around on their own, or do you have an advisor to help them? How do your customers look? Are they happy or irritated? Remember, when someone comes to your dealership, they usually are ready to purchase. There is no need to push a hard sell on them when they are already in the mood to buy. Make sure that your advisors approach them quickly, but that they aren’t overly-pushy, as that is a turn-off to buyers. Your advisors should be helpful, ready to answer a question or go for a test-drive. Do your best to make your customers not just happy, but to feel like they are part of the family.
These are all extremely important focal points that you, as a service manager, must be aware of every day if you want to increase your reputation, your sales, and your business. Contact us at Dealership Development, Inc. so we can help you and your business to be your best.