CallSource^® Aim Higher

Service: Do You Wow Your Customers?

by Randy Johnson, Founder and President, Car People Marketing, April 28 2009

Now more than ever you need every customer you can get. You need more service traffic, sales and profits. You need to sell more cars - but that isn't happening right now, so my suggestion is to get involved in your service department and teach everyone at your store how to Wow customers! When I say Wow, I mean to make customers actually be so impressed with the way you do business they say the word Wow out loud. This takes some work but what it really takes is a mindset change towards building better relationships with your customers.

That being said - let's talk about your relationships with your customers. You know it is important to build them and you know it makes sense to do it. You know you have a problem (and have had for years), and you know if you fix it you will sell more cars, sell more service and make more money. Wow, it just makes sense, right?

What amazes me is that so many dealers make no investment of time, money or effort to improve customer retention and build relationships with their customers. Now, tell the truth. What do you do to ensure that your new and used car buyers return for all their service work? What do you do to encourage your service customers to buy their next vehicle from you? What do you do to reward your customers for their loyalty?

My guess is that your answer was...Nothing. Sad I think when you consider the thousands of dollars you have to spend each month to attract new and used car vehicle shoppers. Doesn't it make sense to dedicate some time to keeping the ones you have?

The good news is this. Customer retention is not rocket science. It is simple. As a matter of fact, your entire customer retention problem can be fixed with one simple word. The word, Ladies and Gentlemen, is Wow. That's it. I told you it was simple.

If you want to fix your customer retention problem and build relationships with your customers all you have to do is make your customers say Wow. Make them say Wow when they drive past your dealership. Make them say Wow when they enter your showroom or service drive. Make them say Wow when they come in contact with your employees or when they are negotiating for their next vehicle. Make them say Wow after they buy and when they visit your service department. Make them say Wow when they pick up their car after service is completed. What I am saying here is that you have to do things that customers don't expect. You have to exceed their expectations. Things that make them so impressed that they truly are Wow-ed.

Here are some examples of what I call the Power of Wow.

In your sales department, make your store different. Offer something that every other store doesn't have, something that is 'Wow-worthy.' Remember that the cars on your lot are the same as the ones on every other dealer's lot. You need to give shoppers a reason to only buy from you. A value-builder. A closer. A Wow.

After the sale, say thank you in a big way. Do this by making your new and used car buyers feel special. Owner loyalty clubs are everywhere; hotels, restaurants, airlines, even grocery stores. What do you do to say thank you? Nothing? Wow.

In service, you have to give customers a reason to do business with you. In their mind you charge too much, take too long and are inconvenient. They also think that all they ever need is an oil change and they can get that done anywhere. Let them know that it's not just an oil change and that you aren't expensive and that you won't take too long. Let them know that you want to earn their business - You need it, especially now. Car sales are off and the market is tough and on top of that warranty work is declining and the competition - the independent repair shops are growing and eating your lunch. Make having service work done at your store fast and easy. Make sure your prices are competitive and make sure you tell your customers about it - in other words, don't be the best kept secret in town. They really would rather have the work done at your store but they just need some reassurance - so just do it, ok? Wow.

While they are waiting, do something different. It isn't enough to just have a nice lounge with coffee and donuts. That's not Wow! How about entertaining your customers with a daily Bingo game. Give away a car wash or detail or discount voucher for parts or service. Make it fun to be at your dealership. Nobody else does that and they tell everybody about your store. Wow.

After service is completed, Wow them again. Have the car valet parked on your service drive. Review their repair order and explain it. Escort them to the cashier, discuss CSI scores and then walk them to their car. Open the door, remove the seat cover and floor mat and then wipe the dash, steering wheel and left door panel with a white rag. Thank them again and close the door for them. Wow.

All I am saying here is that you can fix a whole lot of your customer retention problems by doing a few simple, but different things to Wow your customers. Make them feel special. Give them a reason to buy only from you. Say thank you. Entice them to have all their service work done at your store and encourage them to buy their next vehicle from you. Then reward them for their loyalty like the airlines and hotels do. As I said, customer retention is not rocket science; it is simple - and let's face it, you need every customer you can get nowadays. The times are tough - and get this - they are going to get tougher before they get better. Don't just sit around and wait to see if you survive...make the investment of time and a few bucks to ensure your future. Do it because you have to. Do it because it is the right thing to do. Do it because you aren't selling cars. Do it because deep down you know you can make a ton of money in your service department if you just put your mind to it. If you have an old dog for a service manager that doesn't know how to lead a service sales team - fix him or fire him. You can't afford to drag your feet on this anymore - you aren't selling cars like you used to and you need the income bad.

Last but not least, don't think you are a fish out of water when you walk back into the service department. It really isn't that different than the vehicle sales department - they sell cars and the guys in the back sell parts and labor...that's it. Teach advisors how to answer the phone. Teach them how to smile. Teach them how to listen, make eye contact and - Teach them how to sell. You can do it...you do it every day in the sales department - take a walk on the Wow Side!

Randy Johnson is Founder and President of Car People Marketing

Contact Randy at 866.227.7337