By Grant Dunning
Although
car dealers continue to fall victim to poor “customer
service” stereotyping, a recent survey representing
a cross-section of dealers show car dealerships should be
applauded, maybe even given a standing ovation!
I must tip my hat as well. I’ve been tracking customer
satisfaction data for years and this recent evidence illustrates
that today’s dealerships excel in this area. Obviously,
dealerships are taking customer satisfaction seriously,
regardless of how the media
may negatively portray the business.
The survey collected replies from 16,505 car buyers from
small, medium and large dealerships across the country over
the last six months. From this sampling of consumers, we
learned that:
1. 98 percent were completely satisfied with the question
“took me for a test ride and explained the features.”
This is a huge! That first test drive can make or break
the deal. According to these statistics, a hearty “congratulations”
should be given those who make the initial presentation
of the car and dealership. This is a difficult task, since
every buyer wants different things out of a test drive.
2. 98 percent were completely satisfied with how the dealership
“followed-up after the sale.” When was the last
time you heard the media say anything about how great dealers
do with making sure customers are happy after the sale?
Dealerships are going the extra step, and extending proactive
measures to build relationships! This item proves it.
3. 99 percent were completely satisfied with the question
“sales rep displayed good product knowledge.”
What a relief to know that we can rely on what the sales
rep tell us. You wouldn’t guess sales reps know anything
about their products; they’re only interested in the
sale, right? Wrong. Today’s sales reps know their
product and explain them well. This characteristic goes
overlooked so often. Yet sales reps take pride in their
knowledge, work hard at it and interpret the information
very well.
4. 99 percent were completely satisfied with the question
“the sales staff were friendly and courteous.”
This statistic illustrates that car salesmen are not rude
and selfish with customers. In fact, they are quite pleasant.
5. 99 percent were completely satisfied with the question
“the sales person listened and understood my vehicle
needs.” Oh really? I thought car salesmen were “sharks”
who feed off the joy of inflicting insidious sales ploys
to make a fast buck? You mean, they actually listen? I know
you do. You know you do. Now it’s time everyone else
knew that virtually every sales rep in America are generally
interested in providing the right car buying decision for
every customer.
Perhaps the ultimate example of “completely satisfied
customers” however, is the 2,602 referrals we received.
Imagine a nation full of happy customers willing to provide
names of friends who would also appreciate the fine service
at car dealerships. That’s a pretty picture.
So “BRAVO” to the dealerships of America, and
thank you for a job well done! Pat yourselves on the back.
You deserve it. Car buying is not what it used to be, and
it’s time the media reflected the truth.
In fact, today’s car dealers are interested in building
and maintaining positive customer relationships and have
proven to be successful in accomplishing this task. Despite
the “soft” economy, the automobile sector hasn’t
been affected. Hmmm. Wonder if the dealers are doing anything
to impact this? Hmmm.
Keep up the good work. We know the truth.
Grant Dunning
President & CEO
OCT Group
