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Why the automotive industry is built on good conversation

Good customer service is extremely powerful

Winning over customers isn’t always an easy task.

And with ever smaller margins in the quality and performance of vehicles, making sales in today’s automotive world has never been more challenging.

This is where the customer service you offer can really set you apart. People already have an idea of what to expect when they step onto a forecourt. But if you go beyond the friendly smile and handshake, you’re already on your way to being ahead of the competition.

The best part is you don’t have to go to great lengths or expense to see quick improvements. Even the smallest changes will be noticed. Here are two really easy ways you can develop the service you give.

Be an active listener

This sounds so simple, but it really is one of the most effective things you can do to stand out from the crowd. It’s only by really listening and interacting with your customers, that you will get a clear understanding of what they actually want.

Regardless of what we’re buying, we tend to make up our minds before looking at all of our options – we just can’t help it when we see something we want, especially cars. However, it might not always be the best option for us. So dig a little deeper. Ask your customer to talk to you, and tell you exactly what their situation is. What is it that’s driving their purchase? You’ll soon get a clear idea of what it is they need.

In turn, this will allow you to match their requirements to the right vehicle. It could be something that they hadn’t even thought about – but if it’s a perfect fit, they’ll thank you for taking the time to find out. By engaging customers in conversation and not only meeting – but exceeding their expectations – they’ll almost certainly remember you when they come to buy their next car or when friends and family ask for a recommendation.

Be available at all times

We all know how frustrating it is when we can’t get through and speak to a shop or department. It’s even more annoying when this happens more than once. We can’t help but take it personally – ‘don’t they want our custom?’ we ask ourselves. Of course they do, but the chances are that they’re busy with customers on the shop floor.

Of course it is impossible to man all stations at once. So if you can’t be available to take a customer’s call, it helps to find someone who can be. At Moneypenny, we’ve seen an increase in the number of dealerships looking for additional help in answering their calls while they take care of customers, not only in the showroom, but in all departments too.

During the first half of this year alone we have taken care of thousands of calls to aftersales, parts and bodyshop as well as sales – customers’ calls that might have otherwise gone unanswered. This highlights the fact that great customer service is required long after the car is driven off the forecourt.

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