Have you ever wondered what the ROI is on being Awesome?
How a car dealership is perceived is everything. Customers have a long standing fear of getting the gold-chain wearing, oil salesman who is going to push them into buying without letting them decide for themselves. Pushing them to buy a car for too much money, that will break down right away. People are shopping online more than ever, avoiding coming to your dealership until the last minute.
So? Do you want them to come to you when they are done with the research process, and are ready to buy? Then you better make sure they know you are awesome. How? By being awesome! Make sure everyone who walks through your door, visits your service department, and comes to your website gets exactly what they need. Not only that, they get it in away that makes them feel good, comfortable, and willing to return.
Be visible in the social media (and real) communities where your customers hang out, and answer their questions. Give away information! (And please, don’t try to sell them anything.) They want to trust in you BEFORE they walk in your door. How can they do that if they have never communicated with you or had a friend recommend you? They can’t! So, get out there. Be Awesome!
What do you think the monetary value is of Being Awesome? And more importantly - what can your dealership do to be or be considered Awesome?