Delivering quality customer experiences

This article was originally published in the Autofile Magazine - November 2016 issue. 

Ensure your dealership delivers an experience worth sharing

The poor attitude many used vehicle dealerships take towards experiences they create for valued customers when delivering cars continues to puzzle me.

Whether your clients are making $5,000 or $100,000 purchases, the delivery of their new pride and joy should not be different.

Remember that any vehicle purchase is hugely significant for most people and, in many cases, the biggest purchasing decision of their lives except for their homes.

A new vehicle is something they are excited about and have aspired to be in a position to own, so don’t let sloppy, lazy delivery practices ruin that experience for them.

Remember you need to create a lasting impression on customers as to why they should buy from your dealership – not just now, but in the future as well.

It is statistically proven that the experience they have is the biggest generator of referrals to friends, family and acquaintances.

You want to give your buyers every reason to share their stories and experiences of dealing with you and your business.

So make the most of this time, stand out from the others who don’t care, and ensure when delivering vehicles that you and all your staff treat all customers as if they are buying brand-new $400,000 supercars.

Here is a simple delivery process that helps to contribute towards the experience your customers deserve:

1. Whenever possible, ensure your staff member who sells the vehicle delivers it. He or she has built the relationship, but just because the sale may be done doesn’t mean the experience is over.
2. Schedule deliveries so they are at least 30 minutes apart. This allows the process to be professional and ensures time is available to be dedicated to each customer.
3. Methodically show the new owner at least all of the following – how to adjust the driver’s seat, how to adjust the steering wheel and wing mirrors, how to open the bonnet, boot and fuel cap, how to keep the bonnet up, and how they can check the oil and water.

Show each customer how to operate their new vehicle

You should also show them how to use the air-conditioning system, how to open and close windows, how to turn the headlights on and off, where switches for the window wipers and indicators are, how to use the horn, key, remote and alarm, and where the spare tyre and tools are to change one if required.

Showing a customer how to use the stereo is important. If a band expander is fitted, ensure the stations are pre-set and tune in any ones of preference.

Spending these 15 minutes with each customer – and making them feel respected and valued by the dealership – is such an important step towards maximising referral and retention rates.

This process also requires your salespeople to do their own quality control before delivery to ensure nothing unsuspecting isn’t right that may halt this process – or worse still, lose the sale altogether.

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