| Are Your Customers Satisfied? |
A company's most vital asset is its customers. Without them, we would not and could not exist in business. When we satisfy our customers, they not only help us grow by continuing to do business with us, they also recommend us to friends and family. |
Copyright© 2008-2010 Automotive Dealers Network. All rights reserved.
| Jim Bernardi has held such positions as; Dealer, General Manager, Director of Operations, District Operations Manager, Parts & Service Director, Service Director, Service Manager, Service Advisor and is President of AutoPro Training & Marketing Solutions. A National Fixed Operations Training Company which guarantees increased GP or their training is free. 812-325-5651 |
Jim Bernardi
Publisher/CEO Automotive Dealers Network
President/CEO AutoPro Training Solutions
email: jbernardi@automotivedealersnetwork.com
and visit
Publisher/CEO Automotive Dealers Network
President/CEO AutoPro Training Solutions
email: jbernardi@automotivedealersnetwork.com
and visit
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The practice of customer service should be as present on the showroom floor as it is in any other sales
environment and/or department. Keep in mind when I state the term showroom floor, I am merely stating
every single department is THE SHOWROOM FLOOR.
environment and/or department. Keep in mind when I state the term showroom floor, I am merely stating
every single department is THE SHOWROOM FLOOR.
Remember who the boss is. You are in business to service customer needs, and you can only do
that if you know what it is your customers want. When you truly listen to your customers, they let you
know what they want and how you can provide the best possible service. Never forget that the
customer pays our salary and makes your job possible.
Be a good listener. Take the time to identify customer needs by asking questions and concentrating
on what the customer is really saying. Listen to their words, tone of voice, body language, and most
importantly, how they feel. Beware of making assumptions - like thinking that you intuitively know what
the customer wants. Do you know what three things are most important to your customer? Effective
listening, undivided attention and understanding your customers' needs are particularly
important on the showroom floor. When there is a danger of preoccupation, you should be looking
around to see to who else you could be selling to (especially if your lead or customer seems to be
going awry.) Stay focused.
Identify and anticipate needs. Customers don't buy products or services. They buy good feelings
and solutions to problems. Most sales purchases are based on emotional rather than logical needs.
The more you know your customers, the better you become at anticipating their needs. Communicate
regularly so that you are aware of problems or upcoming needs or concerns. Prohibit any deviations
from your course of giving your customer the very best sales experience they ever witnessed.
Make customers feel important and appreciated. Treat them as individuals. Always use their
name and find ways to compliment them, but be sincere. People value sincerity. It creates good
feeling and trust. Think about ways to generate good feelings about doing business with you.
Customers are very sensitive and know whether or not you really care about them. Thank them every
time you get a chance. On the showroom floor or service department be sure that your body language
conveys sincerity. Your words and actions should be congruent. (Come together and fit in to your
action plan).
Help customers understand your processes. Your organization may have the best processes for
getting things done, but if customers don't understand them, they can get confused, impatient and
angry. Take time to explain how your dealership works and how they simplify transactions. Be careful
that your processes don't reduce the human element of your organization. In other words- Don’t sound
mechanical and robotic.
Appreciate the power of "Yes". Always look for ways to help your customers. When they have a
request (as long as it is reasonable) tell them that you can do it. Figure out how afterwards. Look for
ways to make doing business with you easy. Always do what you say you are going to do.
Know how and when to apologize. When something goes wrong, apologize. It's easy and
customers like it. The customer may not always be right, but the customer must always win. Deal with
problems immediately and let customers know what you have done. Make it simple for customers to
complain. Value their complaints or concerns and have a solution built into the equation for solving
them in a timely manner. As much as we dislike it, it gives us an opportunity to improve. Even if
customers are having a bad day, go out of your way to make them feel comfortable.
Give more than expected. Since the future of all companies lies in keeping customers happy, think
of ways to elevate yourselves above the competition. Consider the following:
Get regular feedback. Encourage and welcome suggestions about how you could improve. There
are several ways in which you can find out what customers think and feel about your services.
Treat your staff/employees well. Employees are your internal customers and need a regular dose
of appreciation. Thank them and find ways to let them know how important they are. Treat your
employees with respect and chances are they will have a higher regard for customers. Appreciation
stems from the top. Treating customers and employees well is equally important.
that if you know what it is your customers want. When you truly listen to your customers, they let you
know what they want and how you can provide the best possible service. Never forget that the
customer pays our salary and makes your job possible.
Be a good listener. Take the time to identify customer needs by asking questions and concentrating
on what the customer is really saying. Listen to their words, tone of voice, body language, and most
importantly, how they feel. Beware of making assumptions - like thinking that you intuitively know what
the customer wants. Do you know what three things are most important to your customer? Effective
listening, undivided attention and understanding your customers' needs are particularly
important on the showroom floor. When there is a danger of preoccupation, you should be looking
around to see to who else you could be selling to (especially if your lead or customer seems to be
going awry.) Stay focused.
Identify and anticipate needs. Customers don't buy products or services. They buy good feelings
and solutions to problems. Most sales purchases are based on emotional rather than logical needs.
The more you know your customers, the better you become at anticipating their needs. Communicate
regularly so that you are aware of problems or upcoming needs or concerns. Prohibit any deviations
from your course of giving your customer the very best sales experience they ever witnessed.
Make customers feel important and appreciated. Treat them as individuals. Always use their
name and find ways to compliment them, but be sincere. People value sincerity. It creates good
feeling and trust. Think about ways to generate good feelings about doing business with you.
Customers are very sensitive and know whether or not you really care about them. Thank them every
time you get a chance. On the showroom floor or service department be sure that your body language
conveys sincerity. Your words and actions should be congruent. (Come together and fit in to your
action plan).
Help customers understand your processes. Your organization may have the best processes for
getting things done, but if customers don't understand them, they can get confused, impatient and
angry. Take time to explain how your dealership works and how they simplify transactions. Be careful
that your processes don't reduce the human element of your organization. In other words- Don’t sound
mechanical and robotic.
Appreciate the power of "Yes". Always look for ways to help your customers. When they have a
request (as long as it is reasonable) tell them that you can do it. Figure out how afterwards. Look for
ways to make doing business with you easy. Always do what you say you are going to do.
Know how and when to apologize. When something goes wrong, apologize. It's easy and
customers like it. The customer may not always be right, but the customer must always win. Deal with
problems immediately and let customers know what you have done. Make it simple for customers to
complain. Value their complaints or concerns and have a solution built into the equation for solving
them in a timely manner. As much as we dislike it, it gives us an opportunity to improve. Even if
customers are having a bad day, go out of your way to make them feel comfortable.
Give more than expected. Since the future of all companies lies in keeping customers happy, think
of ways to elevate yourselves above the competition. Consider the following:
- • What can you give customers that they cannot get elsewhere?
• What can you do to follow-up and thank people even when they don't buy?
• What can you give customers that are totally unexpected?
Get regular feedback. Encourage and welcome suggestions about how you could improve. There
are several ways in which you can find out what customers think and feel about your services.
- • Listen carefully to what they say.
• Check back regularly to see how things are going.
• Provide a method that invites constructive criticism, comments and suggestions.
Treat your staff/employees well. Employees are your internal customers and need a regular dose
of appreciation. Thank them and find ways to let them know how important they are. Treat your
employees with respect and chances are they will have a higher regard for customers. Appreciation
stems from the top. Treating customers and employees well is equally important.
| Until my next article, stay focused on retaining your customers by delivering uncompromising value and service. |
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