4 Ways Dealerships Keep Customers Away

Your store would never purposefully deter customers. And yet, it’s happening every day. In the many efforts to generate new business, dealers sometimes shoot themselves in the foot. 

Take a look at these common ways your store may be stepping over the line into dangerous waters. Sometimes, a slight adjustment is all you need to get back to where you want to be.

1. Not Asking Questions

Salespeople must go beyond surface assumptions. Start with qualifying questions and follow-ups to understand your customers' vehicle preferences. Discover why their chosen vehicle stands out and what accessories might interest them. By asking good questions (and listening well), you identify personalized options that resonate. As a salesperson, showing that you’re listening has the power to put more money in your pocket. Set yourself apart by recommending accessories based on what the customer tells you about their needs. The opposite is also true. Failing to listen to your customer and only pushing a certain vehicle or giving a standard pitch can cost you the sale and a return customer. 

2. Reliance on Brand Loyalty

Some brands are known for a devoted customer base, with over half of their drivers staying brand loyal. Brands that are commonly associated with a certain lifestyle, for example, often make for repeat customers. It’s always a good thing when you can build a following. It’s not good when you get too comfortable and rely on your people to keep coming back. A Chevrolet family isn’t bound by blood to stay a Chevrolet family, especially if you don’t work to maintain their devotion. A better deal, a cooler, more customized vehicle, or even one bad experience can flip the whole thing on its head.

Next thing you know, the four generations of Chevrolet drivers are researching the new Ram. The point is, you can’t recline in your seat with your feet propped on your desk and expect brand loyalty to carry you. Complacency kills businesses. 

3. Apathy Towards Accessories

Dealerships that don’t offer accessories at the point of sale are handing money to third-party retailers. Customers accessorize their vehicles, period. Whether they buy online or head to an aftermarket store, you can be sure the customer will spend hundreds of dollars on accessories. 

Selling accessories to your customers ensures their add-ons are under warranty and installed by certified OE technicians. The cost of the accessories can also be rolled into vehicle financing, making it a more attractive route. 

When you neglect to offer accessories, you significantly decrease the likelihood that your customer will return to your store for service or as a repeat buyer.

4. Too Many Review Reminders

Prospective customers are highly interested in what others are saying about your store, and reading reviews can seal the deal one way or the other. What’s equally important is the fine line between tactful requests and hammering a customer with pleas. To avoid overdoing it, post signage in your waiting areas asking for a review and provide a tablet to do so. You might also set up your review request next to the complimentary coffee station in your showroom and as a pop-up on your website’s homepage. These are easy ways to request without saying a word.

When you do ask, whether in person or via follow-up email, offer an incentive for the review, like a gift card drawing. Strive for exceptional customer service to naturally prompt reviews, balancing the request process with customer satisfaction.

Insignia Group Can Help

For more than twenty years, Insignia Group has been the leading provider of digital accessory-selling systems in dealerships nationwide. Our sleek interface allows dealerships to create profitable accessory programs at the point of sale. Using the Insignia Group accessories selling system, dealers can bundle accessories into custom packages featuring hot-selling accessories, process orders, and more. In addition, our integration with major digital retailers covers all your bases and allows for a seamless transition when customers decide to come into the store.

Schedule a demo today to see how our system can help you sell more accessories at the point of sale!