Replies to This Discussion

Permalink Reply by Jason M A Goodman on October 22, 2010 at 2:29pm

The child play area is a luxury most people don't think of. Fantastic idea!!
A small room separated from the main waiting area by a glass wall will work wonders for you. This way the kids can be kids (loud and active) without the parents feeling like they are bothering other service customers (a big plus for the parents and other customers). This will allow the parents to sit outside the play room and still keep an eye on the kids. The less they worry about their kids causing a scene the less they will check their watch and the more they can focus on your in-house advertising.

One more idea to ponder; with the service waiting area open to the showroom floor you can have potential buyers grab a water/coffee/etc and relax in the same area while you are running their paperwork. It's in people's nature to talk and current satisfied customers interacting with potential customers is a huge plus. One good reference about the brand, the dealership, the service, literally anything, from a current customer on-site can turn a maybe into a yes and close the deal on that new car sale. They already want to buy a car, let them have one more reason to want to buy that car from you.


Rachael Schulz Dunbar said:

Love the service lounge comments guys! You are soo right, visability and ease of use are very important for the drive. Having a shuttle and detail service readily available is also a huge fundemental in the comfort of your service guests. Another great thing that a lot of dealers miss is a small area for children to play. Even if its just a lego table.

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Permalink Reply by Kevin "Friend Me" Bradberry on October 22, 2010 at 2:39pm

Honestly Chip, I could care less.
I'm more interested in YOUR opinion about the question I asked. Do you have any insight that may help my anonymous friend? I forwarded this thread and he was excited about what he read and asked me to thank all of you, and let you know he's reading every word of what you all are writing.... Thanks in advance for your insight...



Chip King said:

Well said....I trust that AutoMax will reply in kind.

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Permalink Reply by Kevin "Friend Me" Bradberry on October 22, 2010 at 3:47pm

Well Said Chip! Great Perspective. I agree completely. I have seen so many time where the "Paradigm Shift" thing just doesn't work. I am a replacer more than I am a retrainer.



Chip King said:

New point with new staff brings the rare opportunity to create the culture instead of rebuilding it. Focus on the total customer experience from the outset..... Create the "Ritz Carlton" atmosphere. Hire only those that have the skill to interact with your clients in a fashion that makes them all customers for life. From your porters and lot techs to your accounting staff .... All impact your retention and profitability with their ability to make customers like them.

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Permalink Reply by Kevin "Friend Me" Bradberry on October 22, 2010 at 3:48pm

All of this is really excellent advice! Thank you.


Jason M A Goodman said:

The child play area is a luxury most people don't think of. Fantastic idea!!
A small room separated from the main waiting area by a glass wall will work wonders for you. This way the kids can be kids (loud and active) without the parents feeling like they are bothering other service customers (a big plus for the parents and other customers). This will allow the parents to sit outside the play room and still keep an eye on the kids. The less they worry about their kids causing a scene the less they will check their watch and the more they can focus on your in-house advertising.

One more idea to ponder; with the service waiting area open to the showroom floor you can have potential buyers grab a water/coffee/etc and relax in the same area while you are running their paperwork. It's in people's nature to talk and current satisfied customers interacting with potential customers is a huge plus. One good reference about the brand, the dealership, the service, literally anything, from a current customer on-site can turn a maybe into a yes and close the deal on that new car sale. They already want to buy a car, let them have one more reason to want to buy that car from you.


Rachael Schulz Dunbar said:

Love the service lounge comments guys! You are soo right, visability and ease of use are very important for the drive. Having a shuttle and detail service readily available is also a huge fundemental in the comfort of your service guests. Another great thing that a lot of dealers miss is a small area for children to play. Even if its just a lego table.

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Permalink Reply by Chip King on October 24, 2010 at 9:09am

Some thoughts-- many are probably obvious:
1- In spite of the Gaber shot--- a recruiting agent that is a able to bring objective focus on the personalities that are required, keeping the DP from making the mistakes we have made repeatedly over the years---and in every customer touching department--- I really think the personality of the business is the number 1 retention and performance driver--1st Rule--every employee greets/acknowledges every customer within 10 feet of them 100% of the time
2- I agree that that Social Marketing, well laid out from the beginning is critical--with all that touches it- Community Sponsorships, Public Relations--Mission Statements regarding the community in the local papers as the dealership opens
3- New Owner Events- from the start
4- SEO, VSEO,--- dominate all the searches
5- Consistent Messaging---Branding Themes should touch every ad, PR, on site displays---everything
6- Reputation Management focus---how many dealers would like to get this right from the beginning instead of trying to correct years of neglect?
7- Create a phone system free of Auto Attendants, restrict or eliminate Voice Mail---EVERY TIME a customer calls, they get to an agent that is urgent to serve....no room for failure on this!! The expense of staffing this correctly is insignificant relative to the ROI
8- Most difficult of all.....The personality of every store is the personality of the leader--if this DP is challenged in leading this critical culture--advise him to hire and empower a leader who will, and let that leader send him a check.

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Permalink Reply by Rachael Schulz Dunbar on October 24, 2010 at 10:29am

#7. Theres the secret to sucess! I'm glad someone had the guts to say it! That was two GREAT points rolled into one bullet point. NICE



Chip King said:

Some thoughts-- many are probably obvious:
1- In spite of the Gaber shot--- a recruiting agent that is a able to bring objective focus on the personalities that are required, keeping the DP from making the mistakes we have made repeatedly over the years---and in every customer touching department--- I really think the personality of the business is the number 1 retention and performance driver--1st Rule--every employee greets/acknowledges every customer within 10 feet of them 100% of the time
2- I agree that that Social Marketing, well laid out from the beginning is critical--with all that touches it- Community Sponsorships, Public Relations--Mission Statements regarding the community in the local papers as the dealership opens
3- New Owner Events- from the start
4- SEO, VSEO,--- dominate all the searches
5- Consistent Messaging---Branding Themes should touch every ad, PR, on site displays---everything
6- Reputation Management focus---how many dealers would like to get this right from the beginning instead of trying to correct years of neglect?
7- Create a phone system free of Auto Attendants, restrict or eliminate Voice Mail---EVERY TIME a customer calls, they get to an agent that is urgent to serve....no room for failure on this!! The expense of staffing this correctly is insignificant relative to the ROI
8- Most difficult of all.....The personality of every store is the personality of the leader--if this DP is challenged in leading this critical culture--advise him to hire and empower a leader who will, and let that leader send him a check.

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Permalink Reply by Chip King on October 24, 2010 at 10:35am

Thanks Rachel--in retrospect it should be number one on the "Customer Retention Critical Missions" list

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Permalink Reply by Rachael Schulz Dunbar on October 24, 2010 at 11:03am

Chip, I got so excited at your comment that I thought 7 and 8 were in together:) #7 cannot happen if #8 thinks thats an expense not worth spending!
The best way to prove that it doesnt work is to record your inbound calls and make that DP listen to the customer comments while they are on hold. Customers speak....are you listening DPs?


Chip King said:

Thanks Rachel--in retrospect it should be number one on the "Customer Retention Critical Missions" list

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Permalink Reply by Chip King on October 24, 2010 at 11:07am

In fact, and pardon the shameless self promotion here, that is exactly what my company does... we do the listening because the dealership can't! I am so passionate about the phone tree as a result of auditing millions of calls---no question it is one of the top profit leaks in our businesses.

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Permalink Reply by Rachael Schulz Dunbar on October 25, 2010 at 7:25am

Chip,
Now that sounds like an innovative and useful consultant! That must be hard because the ones that truly need that kind of service are the ones that are satisfied with thier current standards and will most likely not seek you out. You must be one heck of a salesman!



Chip King said:

In fact, and pardon the shameless self promotion here, that is exactly what my company does... we do the listening because the dealership can't! I am so passionate about the phone tree as a result of auditing millions of calls---no question it is one of the top profit leaks in our businesses.

• ▶ Reply

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