Are you thinking point-of-sale or all the points that lead to the sale?

If you’re thinking of just point-of-sale, you may be hurting your bottom line.

It’s all about the customer experience, the customer journey and the customer satisfaction.

It’s no longer about browsing multiple dealerships, test driving cars and haggling with a salesperson (which customers hate – to put it in perspective, a Gallup poll found 9 percent of respondents found car salesmen honest and ethical; members of congress got 8 percent) –  it’s the sum of every customer experience leading up to the purchase.

“Whether they’re shopping for a simple razor or looking to spend $50,000 on a vehicle, consumers have come to expect an easy, personalized and informative shopping experience,” a Perq Digital Book states.

Customers will conduct so much research along that journey that when they enter your dealership, their sale is yours to lose.

And so, the sales cycle begins in any number of ways. A car buyer may seek recommendations, start Googling types of vehicles they want or seek out a car based on make. They may even casually browse with no intention of purchasing a vehicle at all.

With the help of location-based algorithms or search keywords, they may end up on your website. Just type Ford into a search engine and dealerships in a 20-mile radius are likely to pop up; and you could be one of them. When the customer clicks on your website, what do they see?

For most, dealer websites are internet versions of that salesperson they want to avoid. Prices and deals and pictures. Oh, and lead generation forms. Customers have no problem giving up information as long as they see a benefit in doing so. Unfortunately, many do not, so they see these forms as nothing more than a nuisance; therefore, the experience is thwarted by creating a poor impression and thus little-to-no value for the lead.

The customer’s research will most likely lead them to your website long before they consider entering your showroom. Your website can provide them with clear, useful information to guide their decision-making other than a long list of features (don’t all vehicles have AM/FM radio?) and prices (isn’t that part of the dreaded haggling process?). Will that really persuade them to visit your showroom?

The key is providing useful tools and information to help the car buyer make their decision. To be memorable, you have to show you’re ahead of the competition.

• Excellent Pictures

Having quality photos of your inventory helps you and your vehicles stand out compared with other dealerships. Poor pictures can reduce the perceived value, condition and quality of the vehicle.

• Vehicle Descriptions

When a customer views a vehicle on your website, are they bombarded with features or is there a captivating description of what driving the vehicle is like? Does the customer feel the smooth performance and luxurious, leather seating? Or are they just reading “Leather Seats” and “AWD 6-Speed Automatic”?

• Home Page

Why should a customer bring their business to you? A scrolling carousel of lease deals won’t differentiate one dealer from another. Awards, commitment to service and listing other benefits will help a car buyer see why your dealership is different.

The best way to be memorable is to be present. If someone bought a vehicle from you, interact with them in a way that adds to the experience because if you expect them to return in five or six years to buy their next car, then you’re wishful thinking – and losing a lot of potential after-sales revenue as well.

A customer’s journey into purchasing their next vehicle should be never-ending. If there is no interaction after delivery, you will need to reacquire the customer as if you never had them in the first place.

Through OneClick Loyalty, we make it easy for you to digitally engage with the car buyer. They learn the benefits of service through your dealership, get advice on keeping their car running smoothly and receive the right messages at the right time so that they are receptive.

With only a handful of positive interactions, you build an enjoyable experience that your customers will associate with your dealership. And, when it’s time to purchase or lease again, they will naturally feel compelled to make the journey back through your showroom doors.

Proactive, positive engagement and a resourceful and responsive website will help pave the way for retention.

Customers are inundated with more features to learn about their vehicles. Dealerships have the responsibility and an incredible amount of pressure to take the car buyer through a variety of features – some of which the salesperson may not be very familiar with.

As vehicles become more equipped with higher levels of tech, it will be increasingly imperative for the dealership to take on an active role in explaining its full capabilities. By proactively explaining the tech features to the customer, a dealership can show they are truly invested in the customer experience, even after they have driven off the lot.

Everyone loves tech in their vehicles but not everyone easily understands it. While the younger generations appreciate the connectivity and high-tech components of the vehicle, older generations find the blind spot warnings, back-up cameras and braking features to be especially beneficial. Some need more instructions on usage over others.

The basic features we take for granted such as climate control, radio, GPS and cruise control are no longer about turning a dial; it’s multifaceted and can be a considerable distraction when learning its use while driving.

This becomes an issue though when it’s time to explain the full range of tech features on the vehicle and how to maximize its use. Yes, a customer understands the vehicle has air conditioning and window defrosting, and they probably believe they can quickly implement them at a moment’s notice, however, fiddling with the console features when they’re not used to them can be frustrating.

The problem is, the last thing most car buyers want to do after spending hours at the dealership is to sit and learn about the car they just bought. They just want to drive it out of there.

The trick is creating a great experience that proves you are committed to customer satisfaction. The Northwest GM dealership has a salesperson who is considered a tech-friendly customer support person, or “tech-spert”, and is available to chat with customers when they have tech-related questions, even after they have taken delivery and left the lot.

They also shoot tutorials. A one-minute “how-to” video show from a smart phone regarding using the GPS feature has the opportunity to bring more eyes to your dealership and show that you not only care about the customer experience, but that you are experts in the vehicle features.

Offering quick, “how-to” videos digitally is valuable because the customer has it on-demand, so they can access it months later, if necessary.

OneClick Loyalty is the perfect platform to reach out to customers and assure them that you are available to answer any questions regarding their vehicle, including features, F&I and other aspects related to their car.

When the buyer needs an expert, make sure they have a reason to come to you. Being available and ensuring the customer gets the most out of their vehicle ownership experience plays a big role in driving retention, building loyalty and increasing revenue.

Have you ever enjoyed a meal so thoroughly that you couldn’t wait to recommend the restaurant to your friends and family?  What was it about that experience that made it so exceptional?

It probably went beyond the taste of the food. The service and the atmosphere were probably noteworthy too.

Finally, did the restaurant ask you to refer them to your friends and family?

When it comes to operating the dealership, whether sales or service, are you creating advocates or asking for referrals to those whose experience doesn’t warrant one?

When Facebook friends ask for recommendations on where to purchase their next car or to go for service, your name may come up: “ABC Dealership is good,” they might say. But a dozen other friends might recommend their go-to place for car sales or service as well.

Asking Isn’t Enough

Referrals are arguably one of the cheapest forms of advertising. They come from a trusted source and the people like knowing they are going to where their friends have been before. But if your salespeople or service advisors don’t seem to care about the level of service they provide or don’t seem interested in doing more than is necessary, why should you expect the customer to proactively refer you?

Asking doesn’t hurt but most would probably shrug it off. “Yeah, sure. I’ll tell my friends about you.” But the likelihood is small unless their friend asks, “Hey, where did you buy your car?” or “Where do you take your car for service.”

Even then, it’s not a referral, it’s answering a question.

The follow up could go as followed:

Customer’s Friend: “Do you like them?”

Customer: “Yeah.”

It’s not necessarily a ringing endorsement of your dealership.

Aside from advocates who will refer you on their own, there are ideal moments when a dealership can maximize their referral request:

1. They show excitement toward the product or service you provided.

When you tell the customer the vehicle looks great after their oil change and there were no problems, they will probably show a little excitement – most are afraid of a major problem discovered when bringing their car in; even wondering if they are being scammed.

Ask for the referral then. “I hope we provided you with great service. A referral is the best compliment we can receive.”

2. When they compliment you, that would be another ideal time to ask for the referral.

If they say, “You’re always so good here. You really know how to take care of my car and your coffee is delicious.”

You can respond, “Thank you. If you know anyone looking to service their vehicle, please send them our way and we’ll treat them just as good too.”

But it still comes down to the customer service and how the customer feels — make it so they want to refer you.

Find Areas of Improvement

While many take to Google to give their two cents on a business, it can be hard to gauge exactly where improvements are needed based on reading and responding to reviews. Surveys can provide insight into a dealership’s areas of improvements.

Soon after delivery or service, it’s advisable to send a short survey to the customer to gain valuable feedback on their experience. When it comes to designing a survey that customers fill out, shorter is better – over half of the survey participants often will not spend more than three minutes filling out a survey.

Do You Deserve a Referral?

The actions a salesperson or service advisor takes will ultimately determine if your dealership deserves the referral. As the automotive industry continues its shift from product-centric to customer-centric, customers will expect more from the companies they do business with.

They can buy a car anywhere and take their vehicle in for service at any number of places all offering a similar price-point. Why should they choose you?

It will ultimately be what you can offer the customer versus your competitors. Low prices won’t cut it. As James Brinkley, Dealer Marketing Magazine, says, “…offer your customers more (value)…not less (price).”

Next time someone inquires, “Where should I buy my car?” Your customer can respond, “I know the perfect place. They’re great. Ask for John.”

For decades there have been laws preventing car sales on Sundays. Some dealerships see it as antiquated; others embrace it.

But, forget the car sales part of the equation and considered, even if limited hours, opening the service bays on a Sunday even if you legally have to keep the showroom closed.

Essentially, it could be your most profitable day of the week.

Chris Miller, President of Recall Masters, recently touted the benefits in a Digital Dealer article. One dealership saw 80 percent of the jobs coming in on Sunday needing maintenance work, such as quick service. “This immediately increases customer-pay revenue…” Miller says.

This service also eases the frustrations of customers trying to bring their vehicles in before work during the week and helps stave off third-party competition from quick lube centers who remain open on Sundays and willing service customers.

Few dealerships open their doors on Sundays (if they are legally allowed to do so), however, those who do find benefits.

Jeff Dobson, Service Manager at Pohanka Chevrolet, states, “It’s easier for clients to come in on Sunday. Put yourself in their shoes, alter your hours to meet their needs.”

Pohanka Chevrolet has offered Sunday service for about a decade.

Recruiting quality talent and retaining employees may be easier as well. Rick Wegley, an instructor with NCM Associates, recommends making “weekend hours a part of your recruitment.” Technicians may enjoy the steady work and knowing they can do activities, generally reserved for weekends, on a Monday when there is less of a crowd.

Consumers expect “convenience, customized service and control of the experience,” Bonnie Knutson, a professor in the School of Hospitality Business in the Broad College of Business at Michigan State University, says. So, in an age when consumers want what they want, when they want it, it makes sense to cater to their needs and provide a positive customer experience.

The more positive interactions a dealership can have with their customers, the likelier they are to turn them into a customer for life. Opening the service department on Sundays may be your next step to increasing customer retention and revenue.