What a Customer Wants

We all have things we expect to go a certain way, and we’re not often tolerant when they don’t. For many people, the customer service experience can be a deciding factor as to whether or not a particular business is one we continue to frequent. One bad experience dealing with customer service can tip the scales in the wrong direction, forcing us to make a decision not to deal with that business any longer. On the flip side, a positive interaction can make us return to a business again and again, even if we don’t find what we’re looking for each time.

In the car business, customer service is paramount. When people come to a dealership, they’re expecting to make a decision that will alter their lives, both financially and functionally. When buying a car, people want to feel as though they’re not just another face in the crowd. For many buyers, the purchase they’re about to make is a significant decision, and if a dealership treats it lightly, they may be rubbed the wrong way about that dealership’s ability to handle their business. So what does a business need to do to get their referral for more business?

Keep Them Coming Back to Your Desk

Individualization –Customers want to feel special. They want to know that you’re not seeing a dollar sign hanging over their head, or where they fall into the almighty quota. Whether you’re seeing your next paycheck, or not, the customer must never know. Address them by name, make them feel like they’re the only customer that has walked through the door that day. When they’re seated at your desk, don’t speak over them, answer numerous phone calls, or make jokes about your fantasy football pool with your co-workers. Treat them the way you’d expect to be treated in the same situation.

Recognize The Depth of the Decision –For most people, buying a car isn’t a decision that is made lightly. It means adding a car payment into their budget, the potential for increased insurance costs, and money out of pocket for a down payment. Most customers want their salesperson to recognize the importance of this decision. They want to know that you know how much a new car is going to impact their lives and that you respect that impact. While you’re seeing your sales number climbing, they’re figuring out what they’ll have to sacrifice to get into the car they want.

Don’t Make Promises You Can’t Keep –While it is not standard practice in dealerships, some salesmen make promises they can’t keep. This happens, more often than not, if the person leaves the dealership and returns at a later date. Don’t offer a certain price to try and get them to sign on that day, and when they return not honor that price. Keep your word, whether you were just throwing things out there or not. If you’ve got to check with your supervisor to offer a discount, do it before you spit out a number.

Make it Worth Their While –People love free stuff, even if it’s something as minor as free car washes for the life of the loan. It’s probably small potatoes to your dealership, but it will go leaps and bounds for the person buying the car. If you can offer a free oil change, or something special with the purchase of their car, do it. It will make the buyer feel special, and special buyers are often happy buyers. Happy buyers recommend your dealership to their friends, and they’ll probably even mention your name. Extend the olive branch, and see how much it may help your numbers.

Check Up –After a specific amount of time, call to see how they’re doing. See if the car is doing well and how they like it. Thank them for their time and their purchase, and ask if there is anything you can do for them. This goes a long way in proving to the customer that they weren’t just another sale to you, and it may lock in their repeat business. Let them know you’re available if they have any questions or concerns, and that you’re happy to help.

These little touches can go a long way with your customers, and most of them should come as second nature. Remember that the customers are the ones who are putting the money in your pocket on payday, and treat them as such. Also, remember that they could’ve chosen any dealership and any salesman, but they picked you