Blog

Back in the summer of '69, man, we were killin' time. We were young and restless. We needed to unwind. I guess nothing can last forever because here we are….celebrating summer by wearing masks on a test drive. 

Selling cars is a highly stressful job. 

The service drive is the glue that's holding us all together. It would be the most highly coveted glue you can imagine if you imagined coveting glue. Service is the brand new glue stick in your pencil pouch on the first day of school—the purple one. If you want to make the other kids jealous, you've got to highly emphasize your supplies. If you're going to give the other dealerships a run for their money, spotlight your brand new purple glue stick (otherwise known as Randy from the Service Department). 

Customer experience will make or break you. 

In a world of Google reviews and social media, the power belongs to the people. In 2021, customers want charcuterie boards and live streams of film festivals in the waiting room. Somewhere along the way, the automotive industry married into the hospitality industry, and now here we are—selling cars and imitating the Marriott at the same time. After a collective sigh and a group therapy session, we should all accept reality and transcend. CSI scores, referrals, and front-end gross are at stake. Dealerships in 2021 can meet and exceed OE goals, sell online and in-store, socially distance, provide a stellar 5-star experience, and create repeat business. Yes, even you, and we'll tell you how. 

There are many potential objections for a salesperson to overcome. Arguably, none are more dreaded than the deadpan reply, "I'm not interested." Customers know this is an excellent way to cut the sales pitch off before it starts. Rather than playing into that hand, overcome the objection by reopening the conversation.

While we’re spring cleaning, let’s sweep away some misconceptions about accessories. Are accessories an afterthought? A niche market? A good way to throw away your sale? *Sprays Lysol* No. No. Also, no. 

Buying used versus new shouldn’t matter when it comes to accessorizing. Options to personalize used cars abound. In fact, accessories may be all the more enticing to a used car buyer who is likely settling for what works for them now rather than purchasing their dream car.

Ahh, Spring. The season of new life, raging pollen, and warmer weather accessories. As the country begins to thaw, dealerships across America look for a seasonal accessory shake-up. Bid farewell to ski racks and snow tires adorning your showroom vehicles. Retire your pitch for heated leather seats. Put your hero vehicle’s winter gear in storage. It’s time for a new outfit and a new lead-in product. 

Make no mistake: customer retention is a full-time job. The process of cultivating and maintaining loyal customers should be emphasized as highly as the sales process itself. There are many opportunities, between introduction and post-sale, to build a lasting relationship with a customer. So many of those opportunities involve Vehicle Personalization. From building rapport as you start at the trade, or inviting customers to relax between F&I, as well as offering a tune-up service six months later—accessories are integrated in all of it. This makes personalization the key to customer retention.