What the Best Dealerships in America Do Differently
The best dealerships don’t just sell cars—they create experiences. Learn their secrets and how you can apply them to your success!
Here’s what you’ll find in this article:
Buying a car isn’t a regular, everyday activity for most people. It’s an occasion that doesn’t come around often, and when it’s time to shop for a new car, it’s not enough for a dealership to appeal to them with inventory.
Customers are looking for dealerships to provide them with the complete package. When your processes are in place and your team is on board to make the customer experience part of your dealership strategy, you’ll end up with happy customers who want to come back and share the great service they’ve received. But what exactly sets these top-tier dealerships apart?
The Customer is Always Right
Consumers are in control of today’s shopping landscape, and with stiff competition, they can be very selective. The first step to winning in this environment is understanding shoppers, the important factors driving their decisions, and customer expectations and experiences that top the list.
We all have been customers and know the difference between a positive and negative consumer experience. But, it is still a good idea to remember the qualities of a shopping experience that are most important to customers – and make them important for your dealership to provide.
Offer Convenience
Modern shoppers are on the move and accustomed to near-instant gratification and convenient perks. Ensure your customers know all the convenient solutions your dealership provides. Consider amenities like in-house free Wi-Fi, seamless AI-driven communication technology, extended service hours, and online paperwork options. In an economy where most goods and services are available for purchase online, car shoppers are becoming more interested in dealerships that allow them to complete at least a portion of the purchasing process online.
Save Them Time
Ultimately, your customers don’t want to spend hours trying to buy a car. They want to save time while still having a great shopping experience. Dealerships that streamline processes and help shoppers move more quickly through the purchasing tasks will stand out and gain customer approval. Investing in software that ensures collaboration and clear communication between departments saves time, improves efficiency, and increases customer satisfaction.
Prioritize Service
Good customer service will make your dealership stand out from others. By focusing on delivering the best experience—both in person and online—customers will know you care about them. Train staff to actively listen to customer needs and concerns and avoid high-pressure sales tactics; instead, focus on education and guidance.
Your efforts to make customers comfortable, happy, and satisfied throughout their interactions with your dealership will be remembered—and likely shared with friends, family, coworkers, acquaintances, etc., making your dealership more desirable. Focusing on technology that can help you stay in touch, make appointment-setting easier, and keep consumers turning to you for advice and feedback will earn your dealership life-long customers.
Deliver Value
It’s not just about the price of the car. Today’s consumers demand more efficiency, more knowledge, and more authenticity—all while seeking the best prices. While shopping for an expensive purchase, the things that make a lasting impression and deliver customer satisfaction are the overall value shoppers receive from your dealership. Shoppers notice how quickly you answer questions, respond to online inquiries, and support them throughout their buying journeys.
One of the most important investments a dealership can make is establishing, teaching, and reinforcing relationship-building skills to provide customers with experiences that make them want to return for repeat business. Read here to learn how to build and manage a high-performing dealership team.
Make a Connection
Today’s shoppers don’t just want to walk in and buy a car; they want to feel connected to your dealership brand and what you stand for. When your dealership strives to convey quality, the importance of customer care, and a deliberate focus on building trust, your customers will feel more connected and loyal to your dealership.
The best dealerships aren’t just businesses but are integral to their communities. They sponsor local events, support charities, and actively engage with those around them. Customers who feel connected to your dealership are more likely to return for service and maintenance, as well as repeat purchases, and they’re more likely to share their great experiences with others. By developing connections with your customers and community, you’ll gain a reputation for investing in creating a standout dealership customer experience.
A Welcoming Environment
No matter how much you streamline your processes, purchasing a new car can take a long time. The best dealerships invest in creating an atmosphere that is both comfortable and engaging, making customers want to stay longer and return in the future. Many dealerships are upping their game by offering higher-end benefits like free wifi, snack bars, entertainment for the kids, and big-screen TVs. However you decide to innovate, remember to continuously be on the lookout for things your customers will find convenient and appealing. You’ll find they won’t mind spending so much time with you—and you’ll sell more cars in the long run, so it’s worth the investment.
Test Drives Still Rule
Test drives have remained the best way to sell a car. Although your customers know quite a bit about the vehicles they want to purchase before they visit your dealership, the internet still doesn’t give them a hands-on experience with the vehicle.
Ensure your sales professionals are ready to answer questions and knowledgeable about all the vehicle’s bells and whistles. The test drive should be personalized to each individual customer, creating an experience that makes the customer feel like the car is already theirs. You’ll increase your chance at a sale by making the test drive comfortable yet informative.
Hire Quality Employees
It’s common for dealerships to hire employees based on their sales experience, which is a great place to start, but keep in mind that other important qualities are essential skills of a great car salesman.
Your dealership should look more broadly toward hiring employees adept at building relationships and fostering trust. Professionals who can relate to your customers, earn trust, and lend insights into specific shopping preferences will help your dealership gain ground in a relationship-centered marketplace.
Know Your Customers
Consumers want you to know what they’re looking for, what they qualify for, and how you can save them money. Your database contains information that will help you have the right conversations with the right customers, allowing you to individualize your communication. It’s worth the investment to innovate and take advantage of a comprehensive, data-driven platform to ensure your entire team can utilize the most relevant shopper insights.
Knowledge Is Power
No matter how much research they’ve done, shoppers feel more comfortable interacting with knowledgeable dealership professionals. When you turn your sales team into product experts, your customers will feel more confident doing business with your dealership. Focus on continuous training and learning opportunities for your employees to build their confidence and knowledge. Updated tools that offer instant access to information regarding makes and models, reviews, and comparisons will go a long way in helping your sales professionals make gains with shoppers.
Transparency Fosters Trust
Nothing turns a potential buyer away faster than feeling deceived. Your customers want straightforward information, and the best dealerships prioritize transparency in pricing, financing, and negotiations. They don’t want to spend a lot of time haggling either. Online sites are popular because they boast low prices and no-haggle shopping, so you’ll want to mirror this structure to remain competitive. Explain all fees and costs upfront, and train staff to be forthcoming about vehicle history, features, and potential drawbacks. Customers appreciate open and honest communication and will reward it with their trust and loyalty.
Personalized Service and Follow-Ups
A dealership’s relationship with a customer shouldn’t end when they drive off the lot. The best dealerships provide exceptional after-sales support, ensuring customers receive great service long after purchase. Perks to include would be extended warranties, service packages, and roadside assistance. Maintain a top-tier service department with trained technicians that treat each customer individually, keeping detailed records of their preferences and past interactions. You’ll also want to monitor feedback through online reviews and respond appropriately.
Leveraging Technology for a Better Experience
The best dealerships embrace technology to streamline processes, make car buying smoother, faster, and more enjoyable, and enhance the customer experience.
Advanced data mining allows dealerships to analyze customer preferences, browsing habits, and purchase history to provide highly tailored vehicle recommendations. By leveraging insights from website visits, past inquiries, and even social media engagement, dealerships can anticipate customer needs and present options that match their budget, lifestyles, and preferences.
AI-powered CRMs allow dealerships to predict when customers might be ready to upgrade, sending timely offers that align with their vehicle-buying lifecycle. Automated follow-ups, service reminders, and personalized promotions help maintain engagement and build long-term customer relationships. This improves the customer experience and increases the likelihood of a successful sale.
It’s Time to Be the Best
It comes down to meeting consumers where they are, providing quality customer service that recognizes modern marketplace needs, and improving sales techniques to ensure professionals give customers the proper attention.
Automotive dealerships that can change alongside their consumers and offer the best deals, the most efficient service, and the most attentive professionals will be the ones to stand out and thrive. It’s time to look at the tools you have to support the professionals in your dealership and the strategies you’ve put in motion to meet consumers where they are and become one of the best dealerships in America.
