Have you established any new methods to "wow" your clients so they will stay loyal to your store?

"Dealer traffic volumes are expected to decline 20% by 2013, causing a 25% drop in revenue that will force car dealers to adapt to an *increasingly difficult environment and try new methods to keep customers coming back." says J.D. Power

This information was published on the home page of Yahoo News in the fall of 2010.

Have you established any new methods in the last two years to "wow" your clients so they will stay loyal to your store or are you experiencing this decline?

This forecast may sound bad but it really is a warning that we need to do something more to sustain and grow business. Just look at the number of new customers coming through your door and ask yourself as dealers and managers the following questions.

Can you name 10 new clients right now?
Do you know when a new client comes into your service department?
Has your overall client retention declined since 2010?
Have you taken the time to give new clients VIP treatment by making them feel welcome?

I know what you are thinking, "It is the Advisor's job" or "I don't have time". Based on the expectations of our future we must make the time. After all, how many brand new clients do you get on an average day? Maybe 2 or 3 depending on the size of your store. I am sure you have all experienced the "special treatment" perception you get when a Manager or Owner of a business you frequent has taken just a few moments to give you their undivided attention. You are no longer just one of many in a busy service drive, you now "Know the Owner" or are" Friends with the Manager". I believe and teach in my programs that creating the right emotions or perceptions is critical to success. Now is the time to pull out all the stops! It is a matter of survival. So I have just one more question for you, Are you serious about doing whatever it takes to keep your clients?

Service Consultant's Procedure for First Visit

Once you realize you are working with a new client, alert a Manager so they are ready to be actively involved.
Every new client needs to receive a special welcome and full explanation of the walk-around as a complimentary procedure you will perform every time they come in.
Talk about what you are doing as you go around the car so they see the value. Remember this is your opportunity to make them feel welcome and comfortable while teaching them how to follow your process.
Asks questions that show interest in the client and how they use their car. This will better prepare you to give a personalized benefit based presentation.
After the write up is complete, introduce the clients to a Manager or Shop Foreman when available by saying the following Word Track:

Word Track

"Our Managers always like to meet and welcome new clients on their first visit to our dealership. Mr./Ms.________this is __________ our ___________ and he is going to take just a moment to show you around our service department".

If a Manager is not available to do the following, the advisor should take a few minutes to walk them to your parts department while making introductions and highlighting your accessories. Next show them waiting areas and be sure they can locate the complimentary coffee, snacks and the remote control. Finally they should point out the cashier station. Play up the following services and amenities:

Your complete body shop services and detailing
Accessories and installation
Shuttle service and discounted rental car rates
Complete tire and wheel selection at very competitive prices
Wireless internet and work stations
Play areas for children
Location of the restrooms
Any snacks or beverages you have to offer

It will be worth spending extra time with this client as we make them feel welcome and at home while selling them on one stop shopping for all of their vehicles needs.

Managers and Dealers, never underestimate the power you have to make a huge difference in your client’s perception and satisfaction!

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Comment by Amy Kern-Smith on August 10, 2012 at 12:32pm: Sally, this is so true! The personal touch is what keeps people coming back. Thanks for posting!

Comment by Sally Whitesell on August 7, 2012 at 12:15am: You are so right Ashley! That is why I feel that walking the client through each department and getting them familiar with all that is offered is so beneficial.

Comment by Ashley Poag on August 6, 2012 at 4:44pm: Ive found that dealers that offer accessories tend to have good customer retention as well. They provide a service that many customers are looking for but not enough dealers provide. Personalization is so important in our society and it shows in how much consumers spend on accessories.

Comment by Tom Wiegand on August 6, 2012 at 9:17am: Amen!

Comment by Sally Whitesell on August 3, 2012 at 10:47pm: Well said Tom! I believe the first person to teach that lesson was born over 2000 years ago. Thank you for such a nice reminder.

Comment by Tom Wiegand on August 3, 2012 at 10:04am: Excellent Sally. Isn't the #1 challenge here the distorted conception of "managers" verses "leaders"? Most managers haven't a clue how to lead. Most dealers were first managers. Most managers expect, some inspect. Most leaders lead and keep on leading. I humbly suggest that it is leadership that is "the new method to 'WOW' clients." I believe Dr. Martin Luther King got it perfectly correct when he stated: "Everyone can be great...because everyone can serve!" All "WOW" leaders know they must be "Servant Leaders" first and always!

Comment by Sally Whitesell on August 2, 2012 at 6:03pm: Ernie I think all upper management could participate but the Owner would be a real "WOW" factor. There is another side to this type of interaction. I once worked with an Owner who went through his entire store every morning and took the time to say hello to every employee. He was on a golf cart going through the shop. He knew everyone's name and a little about their lives. One of the technicians was just waiting for him so he could share a picture of his new baby. Some people may say this is a big waste of productive time but I think it was the most valuable time of his day. He had a crew that would do anything in the world for him and his business. We are only as strong as our people! Thanks to both of you for sharing!

Comment by Michael Baker on August 2, 2012 at 1:36pm: Great fundamentals in this 'share' Sally. TU. Unfortunate so many GM s and Dealers do not implement and sustain these type of successful processes. Not to be demeaning, but the prior is usually due to a lack of mind share to the fixed operations vs. Variable ops. As a Dealer group operator and owner for 25 years, I know...

Comment by Ernie Kasprowicz on August 2, 2012 at 9:19am: Sage advise Sally. Everyone wants to feel like a VIP! Perception and the powerful emotion generated by your strategy is a can't miss. No disrespect to any of the managers is intended, but, the client expects to meet them. It is your suggestion that the owner of the business, whenever possible, makes that personal connection. That is when I believe your strategy has the most effect.