Our Dealer Panel gives voice to dealers, GMs and sales professionals to share their experiences — sales techniques, new technology and ways to motivate staff — giving our readers the benefit of learning from their peers.
Question of the Month
WHAT DO YOUR CUSTOMERS SAY THEY APPRECIATE ABOUT YOUR BUSINESS?
Kimberly Cardinal Piscatelli, VP and Partner, Cardinal Honda
We really appreciate it when people say nice things about us but it is even sweeter when they take the time to put it in writing. We always reply to any correspondence, and thank them for their kind words. For many years, we have had a weekly column/ad in our local weekly newspaper. This week’s column reads:
“Dear Ms. Cardinal,
I just had a great experience leasing a car and your dealership has lived up to its reputation! Our salesperson was helpful without being pushy and my experience from start to finish was wonderful. Every employee I encountered was friendly and a courteous part of the team. Such a different atmosphere, compared with other local dealerships. I will definitely recommend your dealership.”
Sincerely, Susan C.
In addition to replying to this customer, and using her compliment in our weekly column, a copy of this correspondence was forwarded to all employees through our internal email. The entire team deserves the compliment.
Renee Durham, General Manager, Harry Robinson Buick GMC
We ask our customers for online reviews during the delivery and follow-up processes. This gives us an opportunity to measure how we are doing and make improvements when there is a critique. I ask our team to treat every customer the way they want their favorite family member taken care of. This creates an environment with patience, where our team takes the time to explain and sometimes re-explain. Every time Mr. Robinson has a chance to speak to his employees as a group he sincerely thanks us for taking such great care of customers and reminds us that people do not remember what you say, but they always remember how you made them feel. Here is a review from a service customer and sales customer, respectively.
“When I arrived the first time, I was greeted warmly and someone rode with me to determine the issue. We then scheduled a service appointment. I was given a loaner vehicle to drive for the day while they had my vehicle. Everyone I interacted with on all visits was very friendly and knowledgeable. I was treated as they cared about me as a person/customer not just as someone else coming in bugging them. Anymore, when people go to any type of place, whether it be retail, repair or whatever, it is difficult to get friendly people to assist you. Then to expect that person to have knowledge of what you need is normally beyond any expectation these days. Harry Robinson was the good ole days of friendly and knew what they were doing. That is rare anymore. Thank you!”
“This is the second vehicle that I have purchased from Harry Robinson and, I have to say, they never disappoint me. With their fast, friendly service, easy-to-use website and incredible goal-oriented sales team, they really do offer it all. Jerry was my salesman and really worked hard to get me in the perfect vehicle with payments I could afford. He wasn’t overly pushy like some dealerships and the entire process from start to finish was very smooth and easy. Taylor from the internet team responded almost instantly with answers to any questions I had about the vehicles I was considering and even greeted me at the door and introduced me to my salesman Jerry. Jackie also knocked it out of the park with her inviting smile and pleasantly warm personality. She made the job of signing all that paperwork actually relaxing and enjoyable. I will definitely be purchasing from them again. They have made a lifelong customer out of me. Thanks again Jerry, Taylor and Jackie for your outstanding service.”
Mike Good, General Manager, Street Toyota
Here are a few recent comments we’ve received:
“Each team member made a very positive difference in how I was treated. I really wish other businesses in town knew how much value customers put on good customer service. You won my business going forward and I will gladly recommend your services to any and all.”
“In a time when rudeness has become the norm, this was a very surprising and enjoyable experience.”
“Mariah greeted me and then proceeded to provide me with red carpet service. I do not think I have ever felt more appreciated as a customer than I did by Mariah. She was very friendly, attentive, courteous and informative.”
“From the moment of arrival at your dealership, it was obvious that I was at the right place! Each and every one of your employees was great, the facility was clean and nice and it was clear to me that they all took great pride in working there.”