It’s yours to take or not.
Over the past two to three years, the phrase “Take it or Leave it” has become a recurrent topic in the auto business. Although it appears that customers are changing and adjusting to this label (or reality), should we be allowing it to continue as a practice at our place of business?
Those of us who are looking at the bigger picture are aware that this method of selling won’t be around for very long in this “seller’s market” and shouldn’t be. One year is not enough time for a consumer who may have been buying cars for 15 to 30 years to adjust to this “hot” market. We must never lose sight of the fact that loyal clients stay with us, and each and every one of them will recall their interaction with our dealership when they come to buy a car. Even though we are all aware that not every experience is positive, we should aim for excellence with every client who enters our showroom.
When it comes to this attitude, we also need to have a united front from everyone on our team. It is true that “one bad apple can spoil the bunch.” We will succeed when everyone works together for the team’s benefit. To further this goal, it is essential to present a coordinated front both in person and over the phone. It won’t take long for word to spread about a lack of empathy for the consumer if we have one individual with a bad attitude brooming folks at the front door or on the phone. Given the prevalence of social media “reviews” and the cancellation culture, we must constantly strive to provide superior customer service.
Some clients are simply impossible to please, but if we have a standard that is established and upheld, it is quite simple to relax knowing that we did everything necessary to help and the client was simply unreasonable. Currently, a lot of sensible clients are getting the short end of the stick when it comes to real customer service since the staff members helping them only look 30 days ahead. They believe that they will be able to cherry-pick consumers because they hold the cards, or that the law of averages will force someone else to be interested in the vehicle that their initial customer was not.
The other thing to remember is that hardship is the best place to witness improvement. Customers are required to order or reserve items in advance in sales nowadays more than ever before, and occasionally there aren’t even automobiles available for test drives. All across the board, adjusting to this has been difficult. The employees who continue to put the needs of the customer first will succeed in the long run.
In conclusion, we MUST consider the bigger picture. Focus on providing each customer with the greatest possible service, including communicating all of the options in a systematic and polished way. We cannot fail if this is done and we are comprehensive in discussing the process and present market (even if that isn’t what the customer truly wants to hear).
Whether or not they got what they wanted, a customer will remember how they were handled on the phone and in person. And they’ll discuss it. Make sure the conversation is uplifting and that we are generating lifelong consumers.
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