Automotive Digital Marketing

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In hospitality, it's the Ritz-Carlton, Four Seasons and Luxury Collection hotels, in aviation you're talking about the A380 and B787, and in automobiles Bentley, Rolls-Royce, Maybach, Lamborghini, Bugatti and the like. These brands beacon to those that can afford them and those that can't. They represent some of the finest in quality and reputation.

Now would you rather shop at Nordstrom or Sears, dine at Spago's or the Golden Arches and golf at Trump or your local public course? Fact is more consumers go to the latter but lust for the prior. It's about service, attention and recognition. There is no difference from someone entering a high-line store to another person leaving a mass-brand store.

Some hotels let you rest a little more comfortably at night, fast-flying jumbo-jets arrive at your destination with more room and luxury cars get to where you're going in more comfort and style. What people care about is the experience. Check your surveys, look at your testimonials and ask your customers. They want to be acknowledged, validated and respected. That's why they write about how great the experience they had, and very rarely that you made no money on the deal that they drove two hours for.

In a meeting today with one of the import brands, it was clear that they're still struggling greatly with how dealership staff communicate with, invite and ultimately deliver customers, especially via the Internet. And didn't know how to get the management knowledgeable and accountable.

People, it's not your multi-million-dollar facilities or your top-of-the-line auto flushers in the restrooms. It is entirely the feeling that you give, the welcome that you express and the confidence that you give them that they found the 'right dealership for them'.

Take a moment to think about an extraordinary experience you've had lately...now do whatever it takes to deliver the same experience for your next client..which should be arriving right about now...

Do more...do what it takes...do what you love...do what nobody expects...and do it with a smile!

Best practices: Professional Insight, Powerful Results

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Tags: best, clients, customers, delivery, do, excellence, experience, more, practices, process, More…sales, satisfaction

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Comment by Ray McGowan on December 1, 2008 at 9:07pm
I agree 100% Gary. When I conduct a training seminar I try to communicate the experiences that wow us as individuals. It can be a waitress at a restaurant that deserves a 30% tip or a gas station attendant conducting a small thing like checking your oil. The more that a dealership staff invests the time to look at the processes that occur (online or in the showroom) on a daily basis, it will ensure more positive experiences for their clients. If anyone needs a lesson on how to "wow" and keep customers coming back for more, they should take a look at the success of Disney World. It's all about the customer and making them feel extra special.

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