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As we continue our conversation about Zero Moment of Truth, where customers research you and your products online, let’s not forget what the First Moment of Truth is: When people contact your dealership.
I want to focus on what happens when customers get on site and how what happens can affect the sale. To explain my point, at a recent workshop I posed this question to readers: “ What are some things that customers saw upon coming to a dealership that negatively affected their willingness to buy?”
Each dealer had multiple stories, from customers having to walk through a messy smoking area to salespeople grouped together right by the door on a Monday morning, sizing up the arriving customers, to messy coffee areas, to – the worst situation in my mind – an incoming customer receiving no greeting for minutes at a time even while the customer can see salespeople standing there looking back at him yet not moving at all.
So, when they asked me, “What would you recommend?” I responded simply as follows:
How do you respond to poor customer service?
For example, think of a bad customer experience in which you were on the receiving end.
If this type of behavior bothers you, then why would you allow these things ever to happen at your dealership?
Four things you can implement immediately that will have an impact on improving customer service.
Creating an environment where people want to spend more time takes only a little effort every day from all employees. If everyone is focused on how the dealership looks, it makes the atmosphere energetic and inviting – and that makes people feel more comfortable and willing to do business with you. Even if they do not buy today, when they are ready to buy, they will come back to you.
Sometimes it is not the sale itself but where the sale takes place that makes the difference.
Let me know your thoughts.
Glenn Pasch is the COO of PCG Digital Marketing.