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From the Trenches - Dare to Brand the Brand within the Brand

 

If you are a dealer or business owner, are you proud of each and every one of your employees?  Are you confident that they represent your business well and are customer service oriented?

If you say yes, then you can dare to brand the brand within your brand.

 

Just what do I mean by that?

 

Very simply, if your business is a customer oriented business, your people are the most valuable asset you have.  THEY are most likely the reason your customers return over and over again.

 

Take a look at your reviews.  Do they talk mostly about your fancy facilities... never mention your people?  Do you have high turnover among your employees?  If so, you can skip the rest of this post.

 

If they talk about your people, then you have developed brands within your brand.  It's time to promote that.  Market your most valuable asset!

 

Maybe you've realized through analytics that your staff page is not your highest traffic page on your website.... If your people are your most valuable asset, then that must change.

 

Customer Service is the future of the car business! 

 

Say it again!

 

Customer Service is the future of the car business! 

 

When a customer shops for a vehicle, they may first turn to research and manufacturer sites to determine the vehicle they desire.  By the time they get to dealer sites, they are shopping for a dealer.... and of course, a price.

 

Considering that your price is competitive, what will bring them to your dealership?

 

Professional responses, customer reviews, and relationship building.

 

Don't just let one salesperson stand out and represent you as a dealer.  What happens if they leave?  ALL of your people are ALL-STARS.  Highlight them all.  If they don't make you proud, they don't belong at your dealership.

 

I offer an example.  The following link will take you to a page about a salesperson who came from a life where he took people on ocean cruises.  Due to an accident, he now sells cars.  His name is Captain Dave.  His approach is simple and down-to-earth but he is loved by his customers for being straight-forward and honest and caring.

Insure that your people represent you and your ideals and your business.  If they do, don't be afraid to put them front and center as your representative.

 

One all-star will leave you empty handed if they leave.  If all of your people are all-stars,  you will never lose a customer because one person left.

 

 

 

 

Written by
 Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

Views: 119

Tags: Branding, Customer, Digital, Employees, Inbound, Loyalty, Marketing, SEO, Service

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Comment by Tom Gorham on May 26, 2013 at 1:47pm

Jim, thank you.  I truly believe that our people are our greatest asset and nothing, no amount of amenities, can replace that.  Everything we do is important.  But nothing is more important than having good relationships with our employees and our customers.

Comment by Jim Radogna on May 26, 2013 at 1:29pm

Outstanding insight as usual Tom. Thank you for sharing!

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