When it comes to customer satisfaction during the sales experience, all aspects have jumped in expectations and there is absolutely no room for compromise in the automotive sales industry.

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Good is no longer good enough, as customers demand excellence many forget the importance of a first impression. Customers are more educated in terms of what to expect, so all aspects of the sale are important to the customer.

Quality of the sales staff is a central point around which the entire experience revolves. I am amazed how little most people care about the initial impression they make. Are they unaware or just simply don't care? At the outset of the transaction, the website, telephone and reception staff create the first impression of the dealership, so answering the phones correctly, treating customers with enthusiasm, all contribute to the overall experience.

During the sales process, sales consultants and management need to focus as much on the customer as they do on the vehicle itself. Getting the sales side of the process right is as important as getting the relationship aspects right.

A bad experience will give the customer a very poor perception of value and explaining features and benefits, in great detail so that it is informative and entertaining are critical to a good experience. By taking your time on the customer experience you are building a firmer foundation for a meaningful relationship. This is a must have!

Customers value the delivery of the vehicle after the sale a critical aspect. Following the sale, customers are expecting contact from the dealership.

Should the customer have a problem with the vehicle after the sale, he or she expects you to sort it out quickly, efficiently and with a positive attitude. We have to remember we are building a relationship, it takes time.

Customer satisfaction is the platform for ensuring loyalty and is therefore a primary requirement for referrals and customer retention. Other factors such as brand certainly do play a role, but everything can be destroyed by a bad experience.

What do you think? Is this something you can benefit from or do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author and Educator: Has One Simple Goal Improve a Million Automotive Sales Consultants Lives with our eBook "How to Succeed in the Automotive Sales Industry"

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