Automotive News - September 19, 2016 - Supplement - S11

SPECIAL ADVERTISING SUPPLEMENT REWARDING EXCEPTIONAL CARE Every month, customers, employees and managers at Greg Heinrich's four General Motors dealerships can nominate a staff member for exceptional behavior and customer service. Heinrich has a monthly lunch to recognize those nominated for exceptional service; then quarterly, the company draws one name at random from among those nominees and sends the winner to Disneyland for two days, with $500 in spending money. The dealership's "wall of fame" plaques list the exceptional employees. One of Heinrich's favorite recent nominees is an employee who was ready to leave the dealership at the end of his shift when a service technician came to him in need of a part to complete the job on a customer's car. The parts department was locked up for the day. "The employee shut off the alarm, got the part and stayed well after his shift to make it all happen," Heinrich says. "Things like that help you be a customer-focused shop." Heinrich's father moved his family to Las Vegas to open Fairway Chevrolet in 1969. "He looked for seven years before finding the right location for a dealership, and I'm so glad he chose Las Vegas," says Heinrich, who now owns that original Chevy dealership, in addition to Henderson Chevrolet, Pahrump Valley Auto Plaza and Fairway Buick GMC, all in the greater Las Vegas area. And he proudly notes that two of his three daughters currently work at the dealerships and have attended the NADA Dealer Academy. He's also proud of how his business, like many other dealerships around the country, weathered the 2008 financial crisis and the General Motors bankruptcy. Post-bankruptcy, when Chevy began sending some dealership employees to the Disney Institute for special customer-service workshops, Heinrich says, "Our group really embraced that. Greg Heinrich "When someone's shopping for a car or truck, we know they're coming, we know what they're looking for, and we know they want a streamlined process...We try to do all that." "We had the great product and facility, but we were missing the people culture. Now it's become the mantra in how we go to market," he says. His dealership employees follow the "10-foot rule": If they see a customer within 10 feet, they say hello and ask if they can help or answer any questions. Appearance counts, too. In the winter, employees wear dealership-logo sweaters or jackets and name badges. In the hot Nevada summers, they switch to polo shirts with the dealership logo. "Sometimes you walk into a dealership and you have to ask who's the customer and who's the staff, because of the way the staff is dressed," Heinrich says. "That's not the case here." He says it's also important that the dealership staff remains in communication with customers and then communicates in the way those customers request. "When someone's shopping for a car or truck, we know they're coming, we know what they're looking for, and we know they want a streamlined process," he says. "We try to do all that." The little touches create an environment where "people get a good feeling when they enter our stores," he says. "They don't feel they are going to be attacked by a salesperson. The golden rule for us is to treat customers the way we'd like to be treated." SEPTEMBER 2016 / ally / 11

Table of Contents for the Digital Edition of Automotive News - September 19, 2016 - Supplement

Automotive News - September 19, 2016 - Supplement - Intro
Automotive News - September 19, 2016 - Supplement - S1
Automotive News - September 19, 2016 - Supplement - S2
Automotive News - September 19, 2016 - Supplement - S3
Automotive News - September 19, 2016 - Supplement - S4
Automotive News - September 19, 2016 - Supplement - S5
Automotive News - September 19, 2016 - Supplement - S6
Automotive News - September 19, 2016 - Supplement - S7
Automotive News - September 19, 2016 - Supplement - S8
Automotive News - September 19, 2016 - Supplement - S9
Automotive News - September 19, 2016 - Supplement - S10
Automotive News - September 19, 2016 - Supplement - S11
Automotive News - September 19, 2016 - Supplement - S12
Automotive News - September 19, 2016 - Supplement - S13
Automotive News - September 19, 2016 - Supplement - S14
Automotive News - September 19, 2016 - Supplement - S15
Automotive News - September 19, 2016 - Supplement - S16
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