Today’s average car buyers go to 1.6 dealerships before they buy a car. They do not move on from that first dealership because they don’t like the brand. They move on because they don’t like the dealership.
With a turnover rate for dealership salespeople of 72 percent, customers who want to become loyal to a dealership cannot find anyone there long enough to become loyal to. Sales force turnover parallels customer turnover.
How can your dealership attract the kind of talented, career-oriented staff who understand that, in today’s market, you don’t sell someone a car — you help them buy it — and that is what earns a customer’s long-term loyalty?
You offer them hope.
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