How many of you host a monthly “New Car Owners Clinic?”
How many of you spiff sales people on getting new sales customers back into your service department for the 1st time?
How many General Managers actually do vehicle deliveries for new car customers?
The answer is like the slogan for the US Marine Core… “A FEW GOOD MEN”
When traffic is down, you must (you are crazy if you don’t focus on ways to resell and up sell). I was sitting with a General Manager today and overheard his phone call with a doctor who was finalizing the details for his wife’s new SUV. The doctor went on with the GM about making sure his wife understood how to work the mirrors, and make sure her seat belt was adjusted properly, and make sure the radio was tuned to the station she wanted. He was doing all this and making such an effort because he cited that his wife never really understood how to work all the features of her old car and wanted her to be safe while driving the new one home without him.
I love cars. I would drive a new one everyday if I could. From Corvettes, to Land Cruisers, Scions to Expeditions – I would swap out everyday just to keep that new car smell and have the thrill of trying something new. I can’t imagine driving a car for 48 months and not knowing how to work the NAV or operate the seat heaters. Make sure your customers do, or else they may not be your customer next time…
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.