Super Bowl 51, proclaimed as making history on more than one account, undoubtedly had its standout superstars. But beyond the pinpoint passing of Tom Brady, it was a solid offensive/defensive lineup with each player contributing his unique skills that was responsible for bringing home the Patriots’ comeback win.
Similarly, everyone on your shop team should have a vested interest in working together to deliver the highest level of value and service to each customer who walks through the door. Because first impressions run deep in attracting and keeping customers, you can no longer promote your shop’s services with quality marketing alone.
Look at your shop’s value proposition through the eyes of your customers. Take steps to ensure that their entire service experience is outstanding, from start to finish, so that you can create a platform to build customer trust and confidence.
The takeaway here is that your service writers, technicians, receptionist and anyone else who has direct contact with customers should understand the important responsibilities of their job and how significant their role is in extending world-class customer service.
Customers have so many choices today for the products and services they buy. You need to stand out in consumers’ minds — to be lasting and memorable — to secure their business. If you forget this basic, yet vital, business-building tool, customers may forget about you. So, remember, an intriguing value proposition brings customers in, but delivering on that promise through exceptional service brings them back. Only then will you have won the customer service game.
Imports in the News…
The American International Automobile Dealers Association (AIADA, aiada.org) recently released January’s new-vehicle sales figures for the international nameplate automobile industry, shedding continued positive light on import VIO. Brands sold by America’s 9,500 international nameplate franchises accounted for 54.4% of all new vehicles sold in the U.S. in January.
Several import nameplates experienced sales increases. Honda’s new-vehicle sales rose 7.7% over last January; Nissan’s sales were up 3.6%; and Volkswagen saw an improvement of 17.1%. Subaru, meanwhile, enjoyed its best January ever on the strength of its crossovers, with 43,879 units sold — a 6.8% improvement from a year ago.
“International nameplates led the field in January, exceeding expectations in what is normally considered the industry’s slowest sales month,” said AIADA President Cody Lusk.
