Your customers want a marriage, not a one-night stand
Your customer doesn't care how busy you are. It’s not their problem someone’s transmission went out, or that another will be there in 5 minutes despite that fact that you haven’t even gotten the car washed yet, nor the fact that yesterday’s “lick” (a.k.a. a customer that paid you a healthy commission) now wants to return the car. Customers aren't ignorant to the fact that you are busy helping others-they just don’t want you to be too busy to help them.
You see, not long ago, it was you who sold them on the gadgets and prestige of owning their new vehicle. It was you who convinced them to stay when they wanted to keep shopping. You were the one who promised that you would be there for them anytime they needed you…I guess today doesn’t qualify for anytime.
Customers get angry because they feel they’ve been betrayed. You were the one who whispered blissful promises prompting them to make a decision to stay, yet you failed to tell them that those promises end at midnight tonight.
It is true, your customers want the most for the least-they want the most service for the least risk. That’s why they’ve contractually invested their trust in you. Sure, it’s easy for you to just throw your hands up and walk away, but true professionals, in good times and bad, commit both the time and effort to make the marriage work.
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Comment by Marsh Buice on September 24, 2013 at 11:25am
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Rebecca, great story and sooo true. If we want an unfair advantage in this business, all we have to do is follow through. Thanks for reading and sharing, Rebecca.
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Comment by Rebecca Chernek on September 23, 2013 at 7:16pm
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Great blog! I can relate to this story. My father was a dealer principal (Cadillac & Pontiac)- actually he was one of the most talented- he knew the business inside and out. My father once said to me... "call your customer's back"- he went on to say... "a guy takes you out and wines and dines you... and perhaps the two of you get together... he doesn't call you the next day... how does that make you feel"? From that day forward I called my customers back - lol Thanks for putting a smile on my face-
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Bill, I hope all is well with you brother- thanks for reading and the encouragement brother. Good luck in your new deal!
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Comment by Bill Gasson on September 21, 2013 at 11:44am
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Excellent ,excellent ,started a new dea,l I apologise for my absence, keep up the good work
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Patty, thanks for reading, commenting, and sharing with your people. I hope it helps- the one night stand part always seems to make the guys laugh. ;)
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Comment by Patty Van Dyke on September 19, 2013 at 5:53pm
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Funny thing ... I'm training on "retention" this week. I'm going to use this ... also used the "one night stand" approach with my guys! Thanks, Marsh! :)
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Thanks Sally, always appreciate your support. I try to make the titles curious..LOL
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Comment by Sally Whitesell on September 12, 2013 at 12:04pm
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Your titles have gotten so creative and your information is invaluable! Keep up the good work Marsh!
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Comment by David Ruggles on September 12, 2013 at 11:02am -
Sales People and Dealers have one thing in common. They don't always make what they deserve. They make what they earn. Both are subject to the whims and vagaries of the market. A sales person can lose their job. The Dealer loses his job, his house, his assets, etc. etc. etc.
The best thing for employees to do is work towards being one's own boss. The most sobering thing in the world is having employees yourself.
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Sp want an X before any and all things, but at the end of the month the $$ matters which is why there are players (salespeople) and coaches (managment). The management needs to help control and keep the game moving (for profit). Sp deserve to make a profit for the level of service they provide.
I disagree, sp do run their own race, it's up to a great leader to help them with maintaining the right "pace." If the person who is leading you is bringing you down, then by all means find a dealership that will work for you. If that's not an option right now, do the best you can with what you have until you can find the right move.
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