A recent article in Automotive News tells the story of Carlos Liriano, a car dealer from New Orleans who migrated his dealership to Texas and brought with him a passion – gumbo. Initially, it started as a way to show appreciation to and treat his employees every month. But, at his dealership’s 5-year anniversary, he decided to invite the community, and they came. And, not only did they come when it first started, the community has kept coming to the point where customers are actually scheduling service appointments on the day gumbo is served.
What started with a couple of gallons of gumbo has grown into 25 gallons, feeding over 250 people. This dealer’s passion – and tradition – is increasing service business along with the top thing that every dealer wants – selling cars.
But why is his gumbo tradition so successful? Serving food at dealerships isn’t a new thing. How many dealers serve hot dogs, drinks and such on weekends? A lot.
What makes this so successful perhaps begins with the fact that his family’s gumbo recipe is good. Secondly, and most importantly, he chose to share that with both his staff and his local community – and it paid off. Even his digital marketing and social media efforts are reaping the rewards and endearing his dealership to the community.
Community involvement is a vital component in branding, in building trust and the DESIRE for local residents to do business with your dealership. Building trust with consumers isn’t always an easy task – especially if you’re a car dealer. The stereotypes and poor consumer perception can be an uphill battle. The big gorillas and wavy tube men do nothing but attract attention – and most of the time that attention simply confirms that the dealership is “just another car dealership.” There are many ways to stand out in your community and every community is different. Mr. Liriano simply embraced HIS passion for gumbo and then involved his community.
Consider exploring opportunities to embrace and involve your dealership in the local community. Keep in mind that you may not see results right away. But whatever your passion is, share that with your primary customers. Don’t use it as a selling gimmick, but as a genuine way to reach out to your community, share your passion and build rapport and trust. If you build it, service and sales will come.
Discover your passion and build it.
It’s a logical conclusion that customer retention and loyalty are important to the survival and growth of any dealership, yet many dealers focus on growth by intangible metrics, simply looking at numbers – 100 units last month vs. 125 this month, or $125,000 in service revenue last month vs. $175,000 this month – without knowing whether that growth was influenced by customer acquisition or retention.
Most dealers spend a lot of money on marketing every month and it’s very easy to attribute any growth to successful marketing campaigns, technology or vendors, when, in fact, it could very easily be coming from successful retention strategies.
An excellent article on Customer Think spells out precisely why loyalty in the automotive industry is incredibly important, and how you can better leverage retention, loyalty and acquisition strategies to increase growth, revenue and volume.
The article suggests the use of data to predict when sales are ripe as one way to help your dealership thrive. Your CRM has many data points which can help indicate that a customer is ripe for a new vehicle based on things such as marriage or kids, along with many others. Hopefully, these customers are coming to you for service, which gives you a running profile on what has changed in your customer’s lives. This allows for more targeted, personalized and relevant offers which ultimately will convert into sales.
Of course, service plans (pre-paid maintenance) are also huge retention drivers, with a retention rate of close to 60 percent, according to the article. Pre-paid maintenance keep customers visiting your dealership for years. Assuming they’re having a good experience, this also helps them decide to get their next vehicle from your dealership, rather than a competitor.
You can’t always rely on your customers to tell you when lifetime changes occur that could indicate they are ready for a new vehicle. Pro-active marketing and continual, relevant communication with your customers is imperative to retaining their business – for both service and sales. Without a continuous conversation, it’s very easy for the competition to conquest away your customers. This worst-case-scenario, when it happens, means it’s too late, in most cases, to continue the customer relationship. It may not even be that anything went wrong, simply that a customer was attracted by a competitor’s offer. However, it’s very hard to win them back. So, keeping in touch, being relevant and anticipating your customer’s needs, rather than reacting to them, is incredibly important.
Also, be sure that your dealership always offers a superior customer experience. It’s much harder to conquest a loyal customer than it is a satisfied one. Don’t mix the two up because they aren’t the same. A satisfied customer simply means that they are fine with the service they are receiving, but are still vulnerable to competing offers. A loyal customer, on the other hand, is much more likely to stick with your dealership.
In the end, it’s important to develop a way to measure, manage and cater to both new and existing customers. If you can’t differentiate between the two, growth is easily attributed to acquisition efforts, while retention gets ignored.
Remember that it’s much less expensive to keep an existing customer than acquire a new one.
Customer experience has become an industry “buzz term” of late when talking about customer acquisition and building loyalty. Most of the time, the focus is on the small things that turn a customer off — attitudes, inefficient processes, or other such actions. But what happens when, well, everything goes wrong?
Imagine if a couple visited a showroom where they were met by a salesperson. Before visiting the dealership they conducted some online research – as is the case for most customers nowadays. They had pretty much decided on which vehicle model they wanted – a Toyota Sienna, but had some trim level questions. They also, of course, wanted to touch and feel the vehicle. The couple proceeded to ask the salesperson questions and, to each one, received the answer “I don’t know.”
They went on a test drive and the salesperson was literally watching YouTube videos while on the test drive in order to answer the customer’s questions. Based on their own research, the customers decided they wanted a premium model loaded with features. The dealership only had one available and the salesperson went off to find it leaving the couple waiting in the showroom. While waiting they attempted to ask questions of other salespeople. Sadly, they were again met with blank stares and “I don’t knows.”
After about 20 minutes, the salesperson returned only to discover the vehicle sitting right on the sidewalk in front of the dealership. By then, the couple had figured out that they could build a car on Toyota’s website and informed the salesperson that they would just go home and do it themselves. In a panic, the salesperson begged the couple to stay and let the manager introduce himself (sound familiar?). After a long 25 minute wait, no manager had arrived and the salesperson couldn’t even find a business card to give them. The last interaction they had was a call later that evening from the manager apologizing that he had been busy and had not been able to service them.
Pretty much everything that could have gone wrong with that couple’s visit did. Well, I’m sad to say that it’s a true story.
So, what caused this whole chain reaction of bad experiences and misfortune?
- Lack of Product Knowledge: None of the salespeople had any product knowledge, which is imperative when selling vehicles that cost tens of thousands of dollars. Especially in the hyper-competitive retail automotive market.
- Lack of Organization: A habit of any successful salesperson is to walk their lot daily to see WHAT they have in stock and WHERE the vehicles are. Vehicles get moved all the time. Knowing what inventory is in stock and the location of any vehicle is key both when a customer is standing in front of you and for any customer enquiring about inventory over the phone – they may want to come right in for a test drive.
- Lack of Management Support – The salesperson was no doubt instructed to never let a customer leave without talking to a manager. That’s pretty standard in retail. But what happens when that salesperson tries to comply and no manager shows up? Frankly, I’m surprised that the couple waited 25 minutes before they left — I guess the Toyota website was keeping them busy in the Toyota showroom.
In the end, the dealership lost a sale. It’s a pretty good bet that the dealership was the closest Toyota dealership to the couple’s home. But they ended up buying the vehicle from a more distant competitor who delivered it to their house. What are the chances that this couple now uses the local dealership for service?
This story illustrates how important it is to ensure that everything is in place for an excellent customer experience: That the staff is knowledgeable; that resources are available and that managers are there to support them – for every customer that visits. Failure to do so is a slippery slope.
An associate of mine recently told me an interesting story about their 75-year-old father, who purchased an import, rather than a domestic vehicle, for the first time in over 60 years. This was sometime around 2010.
When it was time to replace his domestic minivan, the first thing my associate’s father did was to check the Sunday paper to see in any big sales were happening. His preferred domestic dealer had an ad that mentioned vehicles listed online. He then got on his computer to see their inventory. However, while online, the import dealer managed to conquest his business away from the domestic dealer, offering more detailed inventory and transparent pricing information.
While online he saw several detailed photos of new vehicles on the import site, but just a red-X-in-a-box next to most of the domestic dealer’s new inventory — the same domestic dealer that had drawn his attention to their website by bragging about their HUGE online inventory in their newspaper ad. He was impressed with the basic price break down on the import site, compared to the words: “CALL FOR PRICE” on the domestic dealer’s website. He chose to contact both dealers, and ended up at the import dealership in a matter of hours. By the time the domestic dealership called him, there was a brand-new crossover sitting in his drive way.
I’m not sure exactly what the import dealer did to get on his radar, but once they got him, they blew him away with such an impressive shopping, purchase, and follow up experience, that he never looked back.
He continued to be impressed with the import dealership during the two years he owned his first import model, due to the consistent level of contact, service and ownership guidance they provided. Once he acquired a bit of equity in his vehicle, he was even more impressed when offered a new model, at a comparable, if not lower, monthly payment. In fact, he ended up purchasing two more vehicles from that same import dealership.
He left the domestic dealer he had loyally conducted business with for decades, and is now fully and continuously engaged with the import dealer. He even managed to convert a few of his friends from die-hard domestic shoppers to at least visit the import dealer that treats him so well.
My associate was shocked the first time he saw his father behind the wheel of an import vehicle, so different to what he had been loyal to for his entire life. He had thought that his father would never in a million years even consider a “foreign” car, let alone transition from a minivan to a crossover.
That experience was a real wake up call for my associate. It taught him a valuable lesson about the importance of transparency when it comes to retention, not just for millennials, but also for non-millennial generations. Millennials, Generation X, and Baby Boomers all research purchases, and have the same appreciation for transparency.
The ease my friend’s father enjoyed with this import dealer is enjoyed just as much by every generation, just as every generation shops and researches online. Transparency is an important part of every generation’s decision making. It is in fact no more a marketing fad than the internet itself!
Consider this story the next time your dealership votes against advertising price, or chooses to do the whole “Get ‘em in” routine. Consumers know that game and simply choose not to play it any longer. Ignoring consumer demands erodes trust and could easily push loyal brand – or dealership – customers towards your brand competitors.