Dealerships that focus on profit before the needs of the customer are actually doing a disservice to both the business and the customer. The customer is the main source of your revenue, if the customer feels their needs are not being met, they will simply take their business elsewhere.
Have you found this true within your own dealership? Have you lost customers to competitors for failing to meet their needs? What have you done to counteract this problem? Have you made cuts within your departments to enhance your bottom line, all the while cutting your clients service experience short? If you answered yes, you are effectively selling the business and the customer short. Unfortunately some may have the mindset that they are saving to a profit. Instead these owners are missing out on bigger profits of long term customer retention and referrals. To put your dealership back on track and into the black, may take some time and might require the injection of cash. As we all know it takes money to make money. You cannot save your way to a profit!
Growth and profitability should be the main reasons you are in business, however this cannot be your primary focus. Growth and profitability are realized through good customer service which brings repeat business. This is why it is critical that you must lead by example in the mission to provide excellent service. The bottom line here is that profit and growth are linked to good customer service. Have you taken the time to evaluate your own dealership on these points?
David
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