In today's world, every dealership is under great pressure to take care of the customer. There are several effective strategies for winning new customers and keeping the old ones.
Dealerships have many touch points with people and thus many opportunities to gain or lose a customer forever.
But last week in Chicago, Automotive News celebrated something that may be even more important for a car dealership — relationships with its own employees.
In a way, success in this area is the ultimate test for a dealership.
Each year, our Best Dealerships To Work For event is a bit like the Academy Awards, with lots of yelling and screaming and the winners all very pleased and excited to win.
It often surprises me how little understanding there is of the importance of satisfied employees in running a business. Face it: They are the reason for the success or failure of any business. So why do some owners and managers forget that fact?
It really does not matter what a particular employee's responsibilities are. Each one of your people can make or break a potential relationship with a customer or prospect.
It is obvious that you need to take care of customers, whether they are driving through the service department, wandering around the used-car lot or waiting to buy a part at the parts counter. And every one of your employees is important to that relationship with the people who have decided to visit your premises.
It is up to you to nurture your employees and make sure they are all part of a team. And the best place to start is to make your store a great place to go to work each day.
Watching the success of the dealerships we honored in Chicago is gratifying. This event has been a great tradition.
You may want to enter the competition next year. You may well learn a lot.