Hello Dealer Elite Members,

First of all I am sorry I have not been more active this week. I have been burning the candle at both ends lately and it has been catching up to me. I have also had the opportunity to read several books on retailers who are the gold standard in their industry. One of them is Nordstrom’s and one of them is Apple Computer.

I was able to learn a great deal about why both of these retailers have not only a great reputation but also drive loyalty and revenue as well.

Apple's Five Steps of Service: "From The Apple Experience by Carmine Gallo"

http://www.amazon.com/The-Apple-Experience-Building-Insanely/dp/007...

One:   Approach customers with a personalized warm welcome

Two:   Probe politely to understand all the customers needs

Three: Present a solution for the customer to take home today

Four:   Listen for and resolve any issues or concerns

Five:   End with a fond farewell and an invitation to return

There were also a few automotive examples of what not to do of course including the following one.

How to loose $70,000 in 5 minutes

Most people hate the experience of buying a car because they feel pressured by commissioned salespeople. Instead of resetting clocks their clocks get overwound! Tim and Dense ended up buying a new Mercedes because someone at another dealership, Audi had not followed the steps of service. 

Tim and Denise had no knowledge of the Apple steps of service; all they know was that their experience at the dealership was horrible so they left. 

Here are the details: They had narrowed down their choices for a new car between two brands, Audi and Mercedes. They were impressed with the Mercedes but it was a higher price point than the Audi, and having owned an Audi in the past, they appreciated the quality. So they walked into the Audi dealership with a check in hand ready to buy a new car. The receptionist never looked up. They wait for a few minutes, clearly in view of the receptionist. The receptionist did not make eye contact, didn't smile, nor even acknowledge their presence.

When they finally asked to see a salesperson, the receptionist said they "didn't have an appointment", and nobody was available at the time. They were then told if they waited, someone "might" be available in forty-five minutes!

They decided to leave and the receptionist didn't even say good-bye!

Tim and Denise went down the street to a Mercedes dealership, where a salesperson Alan greeted them with a warm welcome right away! They were "sold" in 5 minutes.

Simply put "Service", a game plan and having steps for all your staff to follow make a difference.

Here is an example of how a "process" could have changed the outcome.

Step One: The receptionist could have said the following "Hi welcome to Audi, how can we help you today?'

Step Two: We have started a new appointment program at our store to make it easier for our customers. However since you are here, let me try to find someone who can help you right away!

Step three: Our sales reps are busy with customers right now. Fred is currently with customers but should be free in about 45 minutes. If you can wait Fred will help you. I will keep looking, and if someone is available sooner I'll send him or her right away. Can I offer you some coffee or something else to drink in the meantime?

Step Four (five minutes later): Has anyone helped you yet?

Step Five: Let me check on Fred's status, I'll be right back!

Step Six (three minutes later): Fred is still with a customer but Martin is almost free. He will be with you in less than 15 minutes. While you wait for Marvin, would you like to take a closer look at our new sedan? It has been named Car of the year! Feel free to check it out while you wait!

Step Seven (Ten Minutes later): Hello my name is Marvin, sorry for the wait!

When you keep in touch with the customer and reset their time clock on a regular basis time passes faster and 30 minutes may only seem like a few minutes to them.

This may all seem like common sense, but we all know that great retailers can teach us how to improve our industry. Not only can they help us improve our industry they can help us create a truly great customer experience and more revenue as well. 

Either way as retail professionals we need to study great retails Like Apple and adapt great tactics to improve the process for our clients and employees as well.

Please feel free to sent me an email text or call me with feedback.

Have a fantastic day!

Here are some other great posts:

http://www.fastcodesign.com/1665344/7-steps-for-creating-disruptive...

http://www.quora.com/Tristan-Walker-1/My-Favorite-Posts-on-Commerce...

http://dscottangle.com/10-lessons-apple-customers-love/

Ian Nethercott

Performance Coach

Proactive Dealer Solutions

inethercott@bdcexperts.com

http://www.bdcexperts.com

Office: 1 877 452 2753

Cell: 604 240 7642