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Ten Things That Make A New-Car Dealership Great - July 1, 2006
Throughout my career, I've visited countless new-car dealerships of all shapes and sizes. I've seen some that operate like clockwork, where all departments work in harmony to deliver an outstanding level of service. I've also seen dealerships that could use a tune-up in that area.
So here, in no particular order, is a list of 10 distinguishing features shared by most successful dealerships.
CLEANLINESS. The vehicles, the showroom, the waiting area, windows and countertops should all be reasonably clean. Cleanliness will often give customers a good first impression of the dealership, and that's critical.
COURTEOUSNESS. Salespeople, receptionists, service advisers and other staff should be respectful and polite. A smile goes a long way toward putting customers at ease.
PROFESSIONALISM. Punctuality, proper hygiene and attire, and good work habits send a clear message that staff take their jobs seriously and value your business. Great service, attention to detail and relationships will most often keep customers coming back.
FRESH INVENTORY. Look for a good variety of new and pre-owned inventory. Obviously, a small dealership won't be able to display as many vehicles as a larger one. But a successful dealership will make good use of all available space to present an ample selection.
STRONG BRAND IMAGE. When you visit a dealership, you probably have some idea of the brand of vehicles it sells. Many manufacturers even require dealerships to conform to a specific image, which could include architectural elements, lighting, interior design and retailing fixtures. If you have no idea what brand of vehicles are sold, be wary.
BUSY-NESS. Not all dealerships are busy all the time. But those that are reasonably successful usually have some type of activity going on at all times. Busy sales and service departments are usually good indicators that the dealership is keeping its customers happy.
RELAXED ATMOSPHERE. Successful dealerships make their customers feel at home. Comfortable lounges, free coffee, shuttles, drive-through service and bright open spaces help customers feel relaxed. If you feel pressured during your visit, that's not a good sign.
SIXTH SENSE. Sometimes when you enter a store, something just doesn't feel right. It could be poor lighting, a bad location, arguments between employees. But don't always judge a book by its cover; always allow the dealership the opportunity to impress you.
SIZE DOESN'T MATTER. Don't let square footage or lot size deter you from doing business there. Large and small dealerships are equally capable of providing first-rate service. Small dealerships have some advantages over large ones, and vice versa. It's all about service, relationships and where you're most comfortable doing business.
ATTENTIVENESS. If you walk into a dealership and nobody greets you within a reasonable time, that's a problem. In sales, there's a fine line between giving customers enough time to browse, and then greeting them. Good salespeople seem to know intuitively how much space someone needs.
A final thought: don't dismiss a dealership for having one or two strikes against it. Not all dealerships are perfect all the time; if something seems amiss at first glance, try to get past it. In most instances, if you give a dealership an opportunity to earn your trust, you won't be disappointed.
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