Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
The DealerRater handle on Twitter was alerted to a blog post by Randy Gage yesterday afternoon:
You can tell by the tweet that this post didn't share a favorable view of dealerships, dealership employees or dealership procedures. You can read the post in its entirety here.
Failure to greet on the lot, failure to demo a special edition unit, failure to properly position KBB value on a trade-in, failure to return a call, and the list goes on and on... If Mr. Gage's experience were isolated to a single dealership it would be bad, but he visited more than the industry average and shared experiences that make every manager simply cringe. At one point he nearly begged to buy a car. I don't know Mr. Gage, but I don't have any reason to doubt his sincerity or his perception of the events as a consumer.
I ask in humbleness, I'm not grandstanding or browbeating, but what is going on here? He purchased a Range Rover Evoque so I don't think we can write this off as a rural market problem or a BHPH problem. What process component is missing that leads to this kind of customer experience? What process do you have in place to prevent this from happening at your dealership?