Being in the business for my short time, I've realized this one thing. Most dealerships are doing the same thing. Now I didn't say, "ALL Dealerships are doing the same thing" because I realize that there are some that really have set themselves apart from the masses of mediocrity. However, most dealerships are working to be the best of the worst instead of creating a different culture, a different atmosphere and a different experience to the customer and employee.
I heard a dealer principal say, "Our problem as a dealer, is that we set our standards based off of what other dealers are doing, rather than setting a higher standard to doing what's right and different whether other dealers are doing it or not! If we keep using each other as a standard, then we will only ever achieve being the best of the worst!"
I love walking into dealerships that could care less about what the other guy is doing, because they are so focused on doing what they're supposed to be doing that they have no time to WASTE TIME watching the other guys. When you know your purpose and when you are attacking your mission to serve your community and client base, then you are focused and driven to reach your targets.
When you're watching everyone else, all you're doing is simply reading the temperature. You're never setting the tone or adjusting the thermostat to set the temperature because you're too busy studying, examining and watching the thermometer go up and down based on the market and the competition.
You can't change the temperature of other stores that you are not in, but you can certainly change the temperature of the store that you're in. You can make a difference in how your customer base and fellow employees experience life in your store. Here are some easy ways to adjust the thermostat and change the atmosphere and culture of your customer employee experience:
1. Evaluate your current processes.
You can do this by asking some very simple questions regarding them.
- How are they working?
- Are they too complicated?
- Can we adjust them in any way to make the overall experience BETTER?
- What do the employees have to say regarding them?
- What do the customers think about them?
- Are they in line with our mission as a company?
- Are we creating an atmosphere to cultivate customer loyalty?
- If we've been here for 5 or more years and are not seeing a large number of repeat and referral business, then what are we doing wrong and how can we fix it and make it right?
- What does our reputation look like online?
- How do people view their experience with our store?
- How do employees view the customer experience at the store?
If employees and their family members are not buying vehicles from your store for other reasons beyond not liking the inventory make or models on the ground then there may be some digging that needs to be done. I can come up with a bunch more but I'm sure this helps get the juices flowing.
2. Educate & Train Your Team.
Dealers spend thousands of dollars a month to beautify the grounds, the buildings, the appearance of their inventory, to advertise their inventory and bring as many people as possible to come in online, on the phone or on the lot and fail to spend any further money on training, educating and building their sales team. Many times the people are the right people for the job, but they just haven't been PROPERLY trained. I emphasize PROPERLY because if you've been in the car business for any amount of time training has always been a majority problem for dealers. The greatest asset to your store is YOU! Without you and the people you have serving and selling the products, the products can't be sold. So instead of having them shadow other salesmen, and instead of having them watch VCR tapes of training from 20 years ago, invest in a current up to date trainer and training materials to help aid them in becoming a success in their positions. As they're successful, you'll be successful!
3. Lead From Your Feet Not Your Seat
The success or failure of a department and store falls on the leadership. Don’t hide behind your computers in your office counting beans, analyzing charts, numbers and averages all day. Get up and touch the people who are working with and for your success. Get involved. Ask questions. Interact. See and hear what your people are saying and what’s being said. Stay touchable, accessible and seen.
I trust this will help you. Have a great finish to the end of your month and if you'd like to contact me please do so at any time. Have a great day!
Comments