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Any buying process involves buyer remorse. Customers have always had a tendency to question their decisions immediately following their purchase of a very expensive piece of equipment. They might be thinking things such as:
Will this dealer be here for me after the delivery? Does the dealer have the qualified technicians to repair my equipment if I experience “unscheduled downtime”? Does the dealer have the necessary tools and parts available to keep my equipment operating?
If all but the world class dealers fail to answer these standard questions during the time of the sale, is it any wonder that their customers experience buyer’s remorse?
Partnering-up with the customer to reinforces their purchase decision. It removes doubt and uncertainty from the customer’s mind and begins the process that eventually leads to both customer retention and loyalty. These are two important aspects that too many dealers have lost in customer relationships during the past two or three decades.
Enhancing your customers or prospective customers’ buying expe-rience requires a complete understanding of value-added marketing. This is selling the full range of services provided by your dealership! It is explaining to your customers (prospective customers) how qualified your dealership is to take care of their needs after the sale. Customers know what they want in dealing with equipment dealers: Solutions to their problems, a sense of commitment by the dealership, fast delivery of necessary services after the sale, personal assistance by employees, “no hassle” guarantees, a thorough explanation of the manufacturers’ warranty and of the features, advantages and benefits of the equipment they are purchasing, as well as the importance of “bells and whistles,” and a thorough explanation of the quality of service provided by the dealership and the dealership’s staff.
World-class equipment dealers recognize these wants and develop a “Customer for Life” culture within their dealerships. These dealers make sure that every customer and prospective customer knows that they are working with an exceptional dealership. CFL means both marketing and selling your dealership, and that it and your employees stand behind the equipment sold, and everyone works together to provide “uptime”!
World-class dealers truly WOW their customers at the moment of delivery, a time critical to establishing posture and professionalism of the equipment dealership. It becomes Day 1 for the customer and shows that you are totally different than any other equipment dealer they have dealt with in the past. More than anything else, “D” Day or Day of Delivery gives your dealership the opportunity to become the customers “supplier of choice” and customer retention begins at this point. Don’t miss this world-class opportunity!
Enhancing the customer’s experience with your dealership takes: Teamwork, a “Customer for Life Culture” and the ability to Partner Up with your customers. Dare to be different, set the pace for your dealership within your industry and with your customers and prospective customers, become a world class dealership.
Special Offer to Readers: After Market Services most recent publication is: “Enhancing the Customer’s Buying Experience.” This document shows you how to create a Customer for Life Culture within your dealership, how to bring customers back time and time again to buy from your dealership, a simple but profitable way to create market share. Along with this document we will e-mail you, a free second document entitled: “Customer Satisfaction is Customer Retention is Dealer Financial Strength.” Simply e-mail your request for this publication, stating your name, your dealership and your dealership’s location, as well as your product line, and the document will be sent to you along with an invoice in the amount of $19.99, which you will pay after the material has been received. If, after receiving the materials, you are not satisfied, simply e-mail us telling us of your dissatisfaction and withhold any payment whatsoever … simple enough? Our e-mail address is: email@example.com
John R. Walker is president of After Market Services Consulting Co. Inc. You may contact him by e-mailing firstname.lastname@example.org.
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