Digital Dealer - March 2019 - 47
S A LE S & VA R IA B LE O P S : Fi x ed O perati ons
By Charlie Polston
Automotive Customer Retention
& Profitability Consultant,
BG Products, Inc.
Educating Your
Customers
Increases Sales
and Builds Trust
The title of this article
says it all...and it isn't a
misprint. Most would say
that education builds trust
leading to sales, but I'm
saying that when you
educate your customers
and ask them to buy
tech-recommended
maintenance, it builds trust.
Education plus salesmanship equals trust.
To clarify, education alone
doesn't build trust nearly
as quickly as education
combined with salesmanship. Numerous studies
and surveys from reputable organizations like J.D.
Power validate this fact.
When educated customers
purchase recommended
services for their car, then
customer satisfaction and
customer retention go up.
The goal is not educated
customers, nor is the goal
to build customer trust. The
goal is educated customers
that trust your service department and spend money!
The only way that's going to
happen is for services to be
sold to the customer.
With that as a background, let's look at five
statistics from Cooper Tire
IF YOU CONNECT
WITH THEM, THEY'LL
BUY FROM YOU; IF YOU
ACT SUPERIOR TO THEM,
THEY'LL RUN FROM YOU!"
D I G I TA L D E A L E R . C O M
& Rubber Co. cited by Fixed
Ops Journal (based on a
survey of 2,000 vehicle
owners):
LESS THAN 20%
SAY THEY ARE VERY
CONFIDENT THAT THEY
ARE PAYING A FAIR
PRICE FOR AUTOMOTIVE
REPAIR.
Educating customers
about the benefits of OEM
parts (which usually cost
more) and factory-trained
technicians (which usually cost more) is critical
to building value. Good
things aren't cheap and
cheap things aren't good.
I get the fact that there are
some really bad techs that
do shoddy work at cheap
prices. But frankly, most
independent shop owners
I know have some of the
sharpest techs I've ever
seen-and they charge
a pretty penny for that
expertise. Therefore, when
comparing apples to apples,
your dealership is likely very
competitive when repairing
broken cars.
However, let me hasten to add that the more
preventive maintenance you
sell, the less catastrophic
failure your customers will
have-and that builds trust.
You and I both know that
many breakdowns occur
due to lack of maintenance
that was never recommended by the tech or advisor.
Obviously, that erodes
confidence and trust.
ALMOST 25% SAY
THEY FEEL AT RISK
WHEN THEY DRIVE DUE
TO THE CONDITION OF
THEIR VEHICLE.
Continued on pg. 48
MARCH 2019
47
http://www.DIGITALDEALER.COM
Digital Dealer - March 2019
Table of Contents for the Digital Edition of Digital Dealer - March 2019
Digital Dealer - March 2019
Contents
A Message from the Show Director
Ask the Experts
DD26 Pre-Show Highlights
Interview with Ferman Chevrolet Mazda
How to Drive Growth Through Digital Marketing
Under the Hood with Automotive Inventory Ads for Prospecting
Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Media Report: Who Why What When Where!
Boost Website Rankings
Building a Powerful Brand is Everyone’s Job
Where Are the Cost Savings?
Tales from the Front-Line of Auto Retail Buy/Sells
Is Your Comfort Inhibiting Your Team's Growth?
Automotive and the Amazonifcation of Everything
The Reports of My Death Have Been Greatly Exaggerated
What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
What Is Your F&I Team Obsessed About?
Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - CT1
Digital Dealer - March 2019 - CT2
Digital Dealer - March 2019 - Digital Dealer - March 2019
Digital Dealer - March 2019 - Cover2
Digital Dealer - March 2019 - 1
Digital Dealer - March 2019 - Contents
Digital Dealer - March 2019 - 3
Digital Dealer - March 2019 - 4
Digital Dealer - March 2019 - A Message from the Show Director
Digital Dealer - March 2019 - Ask the Experts
Digital Dealer - March 2019 - 7
Digital Dealer - March 2019 - DD26 Pre-Show Highlights
Digital Dealer - March 2019 - 9
Digital Dealer - March 2019 - Interview with Ferman Chevrolet Mazda
Digital Dealer - March 2019 - 11
Digital Dealer - March 2019 - 12
Digital Dealer - March 2019 - 13
Digital Dealer - March 2019 - 14
Digital Dealer - March 2019 - 15
Digital Dealer - March 2019 - How to Drive Growth Through Digital Marketing
Digital Dealer - March 2019 - 17
Digital Dealer - March 2019 - Under the Hood with Automotive Inventory Ads for Prospecting
Digital Dealer - March 2019 - 19
Digital Dealer - March 2019 - Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Digital Dealer - March 2019 - 21
Digital Dealer - March 2019 - Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Digital Dealer - March 2019 - 23
Digital Dealer - March 2019 - Media Report: Who Why What When Where!
Digital Dealer - March 2019 - 25
Digital Dealer - March 2019 - Boost Website Rankings
Digital Dealer - March 2019 - 27
Digital Dealer - March 2019 - Building a Powerful Brand is Everyone’s Job
Digital Dealer - March 2019 - 29
Digital Dealer - March 2019 - Where Are the Cost Savings?
Digital Dealer - March 2019 - 31
Digital Dealer - March 2019 - 32
Digital Dealer - March 2019 - 33
Digital Dealer - March 2019 - Tales from the Front-Line of Auto Retail Buy/Sells
Digital Dealer - March 2019 - 35
Digital Dealer - March 2019 - Is Your Comfort Inhibiting Your Team's Growth?
Digital Dealer - March 2019 - 37
Digital Dealer - March 2019 - Automotive and the Amazonifcation of Everything
Digital Dealer - March 2019 - 39
Digital Dealer - March 2019 - The Reports of My Death Have Been Greatly Exaggerated
Digital Dealer - March 2019 - 41
Digital Dealer - March 2019 - What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
Digital Dealer - March 2019 - 43
Digital Dealer - March 2019 - What Is Your F&I Team Obsessed About?
Digital Dealer - March 2019 - 45
Digital Dealer - March 2019 - Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - 47
Digital Dealer - March 2019 - 48
Digital Dealer - March 2019 - Cover3
Digital Dealer - March 2019 - Cover4
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