At first glance, a car dealership seems like a can’t-fail business. Everyone needs a car at some point, right? But some things can make a dealership fail, and things that can make it thrive.
Here are five keys to making a dealership a growing success:
Provide a quality product
Whether you sell used, new, or a combination of both, it’s essential to provide quality cars. The hefty price tag that comes with any car purchase means that an unhappy customer is going to be a vocal customer – and loud, clear complaints about your dealership is the surest path to failure.
Make sure your cars, new or used, are top quality and in excellent condition before selling them.
Pay cash for cars
Offering trade-in value for cars in the form of taking money off the purchase price of a new car is indeed an attractive deal. But it’s also one that ties the customer to your dealership, and some may not think they want that tie. They may have found a car on another lot, or plan to purchase from a private seller.
Paying cash for cars is to your benefit because you get the inventory you need with little to no effort on your part. No need to spend hours at auctions or scanning ads, merely let the people come to you.
Exceptional service start-to-finish
Customers should be greeted with a smile the moment they step on the lot, and whether they are buying, trading, getting maintenance or repairs, they should be treated with the utmost respect, courtesy, and kindness.
Community involvement
Get involved in the community. Sponsor charity events, set up a booth at community events, and find other ways to be involved. At the same time, don’t take out a billboard to announce your efforts. Be involved, but let word of mouth speak for you.
Passionate staff
Whether they’re in sales, finance, or service, make sure the staff that comes in contact with your customers is passionate about what they do. That passion comes across to the customer and makes for a better experience that keeps them coming back for more.
With the right mix of excellent staff, excellent service, quality products and getting your dealership’s name out there, you can build a thriving, prosperous dealership that the community will keep coming back to for years to come.
