Creating a Memorable Experience in Your Showroom - Make Money Mondays
In this week's Episode of Make Money Mondays Sean V. Bradley, CSP, President of Dealer Synergy, discusses the importance of creating a memorable experience for your customers in your showroom. If an automobile is the second largest item that the average American will every buy in their entire lifetime, why wouldn't you pull out all of the stops to make sure they cherish the moment of receiving their new car? Take advantage of the resources at your fingertips and make sure your customers fall in love not only with their new car, but your dealership as well!
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For more information about Dealer Synergy, visit http://www.DealerSynergy.com/
If you have any questions, call or text Sean on his cell 267-319-6776.
This time on our glorious planet is the most exciting time in history. We are going to see and experience the impossible becoming possible in every field of human endeavor and on every subject. As we let go of all thoughts of limitation, know that we are unlimited. We will experience the limitless magnificence of humankind, expressed through sport, health, art, technology, science, and every single field of creation.
VIP%20Appointment%20Agenda.pdf ==> Scanned Copy of Waynesville Automotive VIP Appointment Agenda
This video shows how to structure your BDC to Sales handoff to effectively turn the internet customer over to the sales floor without losing rapport for the purpose of a true VIP experience.
** This video was inspired by information we learned at the Internet Sales 20 Group in Chicago
Are you building value during your presentation/demonstration?
The first variable that I would like to go into is the matter of getting the consumer excited about making their next biggest purchase next to buying a home. I've been studying the Ritz Carlton Gold Standards and I would like to place emphasis on one of the standards called the "three steps of service." It's defined as follows:
- A warm and sincere greeting. Use the guest's name.
- Anticipation and fulfillment of each guest's needs.
- Fond farewell. Give a warm good-bye and use the guest's name
Imagine for a second if your dealership gave every customer a Ritz Carlton like experience. Are you aware of the value that it would bring to your dealership!! Equally relevant, imagine how much easier it would be to close the deal with this added value.
Let's look at some issues that may start the buying process off on the wrong foot:
1. 30 people standing outside like a pack of wolves.
2. Putting your cigarette out as you approach the customer.
3. The attire that you are wearing looks like it was balled up in the corner.
These are things that one would never see at the Ritz Carlton and that is why people don't mind spending the extra money due to the fact that their is a perceived value. You must separate yourself from the old way of doing business and let the customer know that you take the opportunity to do business serious. This added value will be needed when you are $200 away in payment or needing a cash investment that he/she didn't consider prior to coming to your store.
Last but not least is be a professional!! Act like you're at the Ritz Carlton when dealing with customers and watch how your numbers grow i.e. offer your customer something hot or cold to drink, give them a tour of the dealership, take them to the bathroom don't just point where the bathroom is located and if the owner or GM is walking around introduce your customer to those in executive positions. We must learn that we are in the "Wow" business which means we must have a strategy in place to "Wow" the socks off our customers.
I'll go over the other variables soon good luck and good selling....
Imagine you are blind, it's 9:00 AM and you just walked from the tarmac to witness the training of a brand new Automotive Internet Sales team. You're excited to meet the people and watch them learn as you learn. You've got your note taker all charged up and you get a phone call from the lead trainer saying he missed his flight and won't make it until the end of the day...but that he's done you a big favor and called the dealer and there on their way to pick you up. What do you do?
Quite naturally, you're terrified. Here you are in the airport, with zero agenda, thirty minutes away from the biggest moment in your career and you want your mommy. But of course you represent the number one training/consulting firm in your industry, so you gotta take this shot. You've been through the trainings, you know this stuff and you can teach it. You just have to let them get to know/like/trust and believe you. You make that your only mission...well, that's if you think like me!
I experienced this firsthand and let me tell you; it was exhilarating! Standing there with seven brand new Internet Coordinators, three more experienced ICs and an internet director with over fifteen years in the car business...it was the rock star stage spotlight all over again. We conducted preliminary introductions, then began to synergize!
Throughout the week, my goal was to show them not only how much I knew…but how much I truly cared about their success. We discussed the numbers, we talked about the minds of the prospective customers and even dove into how important their personal success is to the entire automotive industry. I had to show the entire place, that although I don’t have physical sight, I do have an amazing vision…and if they bought into it, they would reap the benefits. Wow, did they ever.
I felt the love and respect from the moment I walked in the door. From the managers, to the frontline employees, even a few customers expressed how they felt the excitement of change…an upgrade in quality. My career was completely altered by these encounters. I now have even more esteem for my company because I was privileged enough to come into contact with a dealer group that was tired of the old and ready to completely embrace the new. We…were able to introduce them to the “new” they were searching for and more. As per their testimony, it also changed the lives of the people with whom I interacted. This is what Dealer Synergy is all about, a new approach to doing business in the automotive industry.
More importantly, this experience inflated my self-confidence balloon. I already knew there was nothing I couldn’t accomplish, but the ability to transcend that belief into others was what I questioned. Honestly, I thought I lacked it. Well…I was proven absolutely positively wrong! If you're thinking there’s something you can’t do, you’re more than likely in the wrong column as well. Here’s the Bottom line…If I can jump on an airplane to a far away/strange land by myself and make out alright, then don’t tell me you can’t succeed at selling some cars over the internet!
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