Owning and operating a successful car dealership is all about pleasing the people, from the education of vehicles to the all-around service. Automobiles are one of the few remaining assets that are usually purchased in person rather than online, making it virtually impossible to run a thriving dealership without generously servicing the incoming customers.
At the age of 14, Doug Ross from Barrie, Ontario, began working part-time at a General Motors dealership, tirelessly committing himself where he was needed. Whether he was performing cleaning, maintenance, service advisor duties, or assuming a role in sales, Doug’s unwavering work ethic encapsulated his employment.
When he was 26 years old, he was elevated to a general manager position at the dealership and, four years later, was the youngest owner of a Nissan dealership.
Doug owned two General Motors dealerships, selling one and seeing the other unfortunately close when the company’s consolidation occurred. Throughout this period, he sat on the board of the Automotive School of Canada At Georgian College, winning numerous dealer awards and serving as the president of the Central Ontario Dealers Association for three years.
Afterwards, Doug worked with Ford, Hyundai, and Nissan again, constantly showing a triumphant desire that resulted in significant growth and profitability.
Now, with all of the knowledge gained in his career, Doug Ross, who currently works in Barrie, has shared a few tips on how to oversee an outstanding dealership.
Quality, Quality, Quality
A shoddy line of vehicles won’t attract customers, so Doug Ross suggests that you allow the superior quality of your inventory to do the majority of the convincing. Nobody wishes to buy a vehicle and take it home only to discover that it is faulty. A great product is at the core of every business, particularly the automotive industry, because of the amount of dollars it necessitates.
Burgeoning car dealerships focus on consistently introducing new models with innovative technology, effective dynamics, and exceptional comfort. New products must be frequently launched and, as for the older models, they are to be improved. Consumers are demanding more and more features from their cars, following the latest trends, seeking fuel-efficient engines, alternate power systems and advanced infotainment options, and keeping their ear to the ground for the latest auto trends. A dealership has no alternative but to keep pace with its customers and deliver the glamorous goods.
A Smile Is Worthwhile
Being greeted by someone who is aloof and seems almost unaware of someone’s presence quickly dampens customer’s enthusiasm. Even if they don’t end up purchasing a vehicle from this specific dealership, a friendly smile will at least leave them with a decent impression of the establishment. Such positive vibes should commence when consumers reach the front desk and continue as they perhaps try to haggle with the salesperson.
Passionate and polite, these workers are the key figures in retail, ensuring that sales figures are constantly respectable. If you own a car dealership, you will hope to have such knowledgeable, confident employees who are always seeking to improve their talents. Customers are more comfortable buying a car from someone who can thoroughly explain the features and functions, while also displaying patience and a sincere fascination towards their job.
Savvy Service
Superb service should be witnessed by the customer in all areas, including their initial greeting from the secretary, discussions of vehicle options, services, automotive parts and collision repairs, and the overall education that they receive about a car.
A sale comprises the first step of fine customer service in a car dealership, yet there will still be regular maintenance which will likely have them returning to see an automotive service technician.
Encounters of this type represent an ideal opportunity to show your customers how much you value them and separate yourself from the competitors. Treat your clients to minor perks such as advanced scheduling, complimentary coffee, and pleasant waiting areas where they can somewhat lounge. Actions of this sort tend to sway people into recommending a dealership or writing a generous online review.
Employee Recruitment and Practices
Top dealerships avoid higher turnover rates by utilizing formal, consistent talent-management tactics, such as structured recruiting processes that involve a number of interviews for each candidate. Also, these establishments are more inclined to provide formal training to their employees and implement long-term incentives that allows them to retain their superior talent. Struggling dealerships are often guilty, in a managerial sense, of insufficient recognition towards recruitment.
A tour of the facilities inspires confidence in customers, an indicator of how far your dealership will extend itself for its visitors, says Doug Ross. Your establishment can also encourage consistent service inspections by sending customers information about their previous results and reminders to schedule the next appointment. Little, considerate details will prove to your customers that they are greatly appreciated, motivating them to continuously conduct business with your dealership.
Doug Ross Explains Online Presence and Reputation
Although customers will finalize an agreement at the dealership, the company’s website must present specific details in order for the customer to perform their research. Every facet of a vehicle is vital for a consumer to know, so ensure that you supply in-depth information that is easy to navigate, cautions Doug Ross, because it doesn’t take much of an inconvenience for customers to steer their attention elsewhere.
Shoppers have many resources to observe a dealership’s reputation, as social media and consumer review websites are available for all to pore over. Excellent estimations of a dealership are derived by executing an abundance of things skillfully, starting with the greeting of the customer and extending to the assistance of their automotive needs. Elite dealerships are not stagnant; they continuously evolve and add to the customer’s experience. By following the necessary, previously mentioned steps that acknowledge the best interests of the customer, your dealership should be positioned in the upper echelon, says Doug Ross.
