Some dealerships call them customers, some call them clients, others call them guests…

I’m not fussed with what you call your enquiry, I’m just fussed in how you treat them.

Physiologically though, what you refer to your VIP as can have a lot to do with how you treat them.

So what’s the difference? 

Customer

A customer is a someone who makes a one time transaction. 

Retail stores can often refer to their shoppers as customers, as most of their staff are not thinking about anything past that one transaction. 

In your dealership, if you see customers as one time transactions your thoughts can often go to  “what can I get out of this regardless of what they get from it.”

If you treat people like “customers” the emphasis will only be on selling your product and the price, and not you or your dealership.

This can often make for WIN/LOSE or LOSE/LOSE scenarios.

Client

A client is someone we focus on building longterm, meaningful relationship with, so that they return to purchase as well as send referrals to us. 

Business to business transactions are often referred to as “clients” as they need to be thinking about forging professional relationships that are a WIN/WIN for both businesses

In your dealership, when you see shoppers as “clients” you are taking a step in the right direction! You no longer just worry about the one transaction, but think about how many future business opportunities might come from this relationship.

When you see and refer to shoppers as clients, your repeat, referral and “be back" rates will dramatically increase.

Though this is typically a business only focus.

To take this step you must

• Follow your customers up for 12 months after they purchase
• Ask for referral business

Guest

A guest on the other hand, is someone that we roll out the red carpet for and do whatever it takes to make our shoppers feel satisfied, happy and comfortable with you and the dealership.

Places like visiting your grandma, going to the day spa, or waiting for your plane at the Qantas club more often than not will make you feel important.

This is when you not only see your shoppers as business transactions, but people you care about, respect and value.

In your dealership, the focus is not only on selling cars, but the interactions that help you sell those cars.

It’s not customer service, but it is serving customers.

To take this step you must

• Think about how you greet customers
• Be careful of sales talk
• Make things easy for your guest
• Offer refreshments continually
• Make guests feel like they are in control of the process, while you guide.

So which way do you treat customers currently?