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The Miracle Up: Royal treatment for everyone

Do you remember your last Miracle Up, the up whose deal paid your mortgage that month?

You know, the up who paid MSRP, plopped down a substantial down payment and had an 800 Beacon score.

 

I didn’t think so. Yet many sales associates dream about Miracle Ups while allowing their livelihood to slip steadily through their fingers every day.

 

Nice idea, Miracle Ups, but reality is we build a great book of business by working hard to give every up the royal treatment.  The royal treatment means not only rolling out the figurative red carpet for Miracle Ups alone but for every up to let them know how important they are.

 

Part of showing that importance – that royal treatment -- is we pay attention to our customers after the sale!

 

As models for how to give customers a royal treatment, the car business has the leisure and financial industries. Hotels, airlines and banks all work hard to treat their customers as special, making sure they retain their business trip after trip, credit card charge after credit card charge. They know the value of handling every customer royally.

 

Sales associates need to be mindful to give every up royal treatment, not just those who dress or talk the part. In other words, don’t be seduced by any up based on their physical appearance, oratory skills or by the age or condition of the vehicle they drive onto the lot. Most seasoned sales pros can share stories about well-heeled, glory-promising ups who fall apart as the deal progresses and of good, solid customers riding in on pumpkins and dressed like scarecrows.

 

The royal treatment must also extent beyond the showroom or lot. If customer retention is the goal then extend royal treatment into customer follow up. Customers want to be pursued. They want to know their business is important to you. Neglect this need or take customers for granted at your own risk.

 

The type of sales associate you want to be is your decision:

  • A short termer who dreams of the next Miracle Up and fails to develop a solid, steady stream of repeat customers, or

  • A long-view player, who insists on treating every up special and pursues them afterward as part of a plan to develop a steady stream of loyal sales and service customers who introduce their families and friends to you along the way.

Views: 507

Tags: AutoCon2012, CAR, CRM, Customer, Kelly, Patrick, Research, Up, XRM, car, More…management, motivational, rally, relationship, sales, speaker

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Comment by Jeffery Sterns on September 17, 2012 at 5:54pm

Patrick you were excellent at AutoCon. Mentioned you here: http://www.automotivedigitalmarketing.com/profiles/blogs/autocon-20...

By the way this is an excellent post! I was lucky to be "raised" my first 10 years at Carlisle Lincoln Mercury 14 time President's Award winner for CSI and #1 "bought there before" dealer in USA in the day. Very grateful for that experience.

Comment by Ralph Paglia on August 20, 2012 at 9:34am

I experienced a certain moment of irony while reading this article... I was firing off and email to a client who was asking for something that should be expected, but just sort of rubbed me the wrong way on a Monday morning... This article was in the background and made me stop, pause and appreciate how easy it is to lose a client compared to how much work goes into getting one in the first place... When I was at Rick Case Honda last week, the entire team at the dealership has developed a culture of exceeding customer expectations, before, during and after the sale.  Watched a salesperson getting a key cut for a customer he sold two years ago.  I asked him about getting the security chip programmed so the key would start the car; "Don't need it" he said... "She is at a shopping center and locked her keys in the car, I can get to her faster with this key than roadside assistance and all I need it to do is open the door..."  This article made me think about Richard Bustillo and his team at Rick Case Honda.

Comment by John L Mecham on August 20, 2012 at 9:28am

The Golden Rule remains a fantastic business model.

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