The Most Important Meet and Greet

There is a big opportunity that most dealerships are not taking advantage of on a daily basis. Buying a car is a huge investment. On average it is the 2nd biggest investment in your clients' lives. So why is it that our sales teams are not going the extra mile after the car is purchased? The relationship is not over at this point, it is actually just beginning! Every new client should receive the red carpet treatment after a vehicle is purchased. What do I mean by that? Below are the procedures that should be implemented for every new client:

Give a grand tour of your dealership and amenities.
Walk them to the service drive area and introduce them to a manager or service advisor
Reassure them that your dealership will take care of all their service needs
Schedule the first visit to the service department
During your active delivery a picture should be taken.
After the picture is taken, have each new client like your facebook page to see their photo and receive important updates/promotions. This is a FREE way to advertise! Take advantage of it with every client.

Are these procedures being done at your dealership? Emotional connections are the way of the world today. If these processes are followed and accountability is implemented on a daily basis you will see increases, and most importantly develop happy loyal clients.

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Comment by Brandon K. Leytham on February 20, 2015 at 2:38pm: Kris, I agree with you 100%! Every customer and every client should be given the "Red Carpet" treatment. Before and after each and every purchase. It shows how much you and the dealer care about the sale and the person sitting in front of you.

Comment by Kristopher Hampton on February 20, 2015 at 1:16pm: Accountability of processes within a dealership is the biggest issue we face. Implementing processes that are proven time and time again to be successful should not be that hard to facilitate to a team. It is like the joke about the poor woman that prays to win the lottery every week so she can feed her 3 kids, but never buys the ticket. Management is not for everyone, and someone should never be promoted to management do to longevity within a company.

Comment by Kristopher Hampton on February 20, 2015 at 12:30pm: Those are some good points Mr. Chessin. In a society that has become more self-involved and selfish, you raise another good point. We all want immediate results with anything we do today. Remember when it was acceptable to wait 3 minutes for your dial-up internet to work? It really wasn't that long ago. Technology has made us all so much more impatient with every day life. It is that "what's in it for me" attitude that has become the major problem with most businesses today. How much inter-department cooperation you can get? That raises the question of why do inter-departments of a dealership fight against each other in the first place? We can't seem to think 5 minutes in front of our face anymore. This is why consistent Service Drive Training is of vital importance to dealerships. All the free advertising in the world will never replace "word of mouth".

Comment by Amy Kern-Smith on February 20, 2015 at 12:18pm: Kris I think you are right on with the personal connection that needs to happen when a purchase is made and Steven Chessin the buy-in or cooperation between departments is a must! Everyone wins! Why a dealership wouldn't insist on this and hold departments accountable is beyond me.

Comment by steven chessin on February 19, 2015 at 5:09pm: Kris - It all depends upon how much cooperation or buy-in there can be from departments cooperating with each other - for - pre-determined goals. Yes - social media is free - nut so are email blasts - and newsletter articles - its more about what you are providing and how much inter-department cooperation. And the rewards.

Comment by Kristopher Hampton on February 19, 2015 at 4:37pm: Great comments Steven Chessin. Dealerships are not taking full advantage of the free ways to advertise online. I read the average person between the ages of 16 and 40 look at their facebook or twitter page over 15 times a day. These outlets have become a personal emotional connection for society today. It is now more important than ever to build a personal connection with every client using today's technology outlets. New clients should never go anywhere else for service. It starts at the purchase and continued training on the Service Drive of course.

Comment by steven chessin on February 19, 2015 at 3:16pm: Kristopher - After-sale customer care does need to be better defined.You mentioned staying in contact. For what purpose ? Just to say hello or to offer anything that will be appreciated ? Such as ? Do you have an events coordinator providing customer appreciation parties ? Maybe some special offers with local merchants exclusive for our customers.Things that can be given to salesmen for them to give directly to their customers.

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