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When thinking about business operations, it’s common to examine sales strategies, customer service procedures, and customer experience. Less common is a review of dealership culture, which is the cornerstone that drives your operations and provides consistency. Business culture is the collection of beliefs, values, and practices that are more esoteric and usually defined at a high level.
Culture in Real-Time
An example of a business value is “We do whatever we can to ensure our guests are happy and satisfied.” When translated into procedure, this becomes a reality through reliable steps that likely will create a more-than-satisfied customer, such as an enthusiastic greeting, consistent communication (not too much and not too little), a trusting & respectful experience, and value-added, follow-up communication.
Business culture becomes even more important in the events that aren’t well-defined - an encounter that falls outside the procedural norm. At this point, your culture will provide the philosophy that allows your personnel to be creative and inspires them to stretch beyond the usual methods.
Culture Pre- and Post- Sale
For women customers, your culture is especially important. Six out of 10 women who leave your store without buying will not return. Sixty per cent! That translates into millions of dollars lost that could be saved with the right business culture to provide oversight. Below are examples of culture and how it can be used towards truly optimizing sales:
As we approach 2019, it is the time to review and rethink how your dealership culture contributes or detracts from your customer’s experience. How can you improve your interactions to pass your enthusiasm on to customers who are then inspired to be part of the 40% who return to your dealership and improve your long-term retention?