According to Black Book, the lifetime value of a customer to an auto dealership exceeds $50,000.
More than any other step in the sales process, vehicle delivery plays the key role in setting your dealership up to capture that value.
Why delivery? Because it’s the one part of the sales experience customers remember most. Ask someone what they paid for their last vehicle, and you’ll likely get some head scratching and vague recollections. Ask about their delivery experience, however, and you’ll get the full details.
Blow by blow.
Delivery of the car is a special time for the customer. The tough part of the sales process is over — the price and terms have been negotiated and the deal has been sealed. With all that out of the way, the tension dissipates, and the customer relaxes. All that remains now is a sense of relief and anticipation for what is to come. Remember: Next to a home, a vehicle is the biggest purchase in a customer’s life. Delivery is where the importance of that decision hits home.
With a great delivery, you can make this momentous life event a cherished memory for your customer. Succeed and the upside is enormous! A great delivery of the car to the buyer sets your dealership up for:
Additionally, if you follow up regularly, you’ll be top of mind when it’s time for the consumer to buy again or refer a friend. Then, keep the great performance going and you best the odds for cashing in on the lifetime customer value.
Here are 5 tips that will make your deliveries to the buyer exceptional and set you and your customer up for best success.
The car has been cleaned and polished. The paperwork has been reviewed and signed. Everything is set for the customer to drive their new purchase home. This is the moment they’ve been waiting for! Go the extra mile to make it memorable.
You don’t have to break the bank; a few thoughtful touches are all it takes to make the special moment stand out. Here are some thought starters:
If you’re serious about developing customer loyalty and building profitable, long-term relationships, shoring up your delivery process is a good place to start. The biggest investment is time, but as you’ll see, it’s an investment with significant ROI.
Read the original article published by NIADA‘s UCD Magazine here.
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