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Creating customer loyalty is about more than selling a car
Car retailers are so much more than the stock on their forecourts. The vehicles you sell might be the primary reason consumers visit you but there are many opportunities for you to improve their experience, protect their investment and ensure they return in future. After all, there’s much more to customer management than handing over the keys and waving the customer off.
Building a strong, loyal customer base will boost your revenue, improve satisfaction ratings and increase retention rates. Reviews and word-of-mouth promotion are essential for attracting new customers and that only comes if you make a positive, long-lasting impression with those who’ve already passed through your door.
Click here to read our Top 5 Tips for Putting Customers First.
How can you boost your business with add-on sales?
Financial add-on products provide customers with peace-of-mind and support when it is needed most. The unexpected and unwanted cost of repairs and faults can be a real drain on their finances but, if your retail business is helping to protect their investment with quality aftercare products, customers will reward you with positive feedback, loyalty and referrals.
Those products can include warranty, MOT test cover, roadside assistance, tyre and alloy insurance, as well as cosmetic repair insurance. It is important you find the right product – or combination of products – for each customer. Each individual has unique circumstances and requirements, so it pays to understand these and explain how a product could benefit them so they can make an informed decision.
Effective communication is essential when speaking with customers and maintaining contact in future. Not all purchasing decisions will be made the day they buy their new vehicle.
Our top tips for improving your add-on sales
- Clarity is king – don’t hide any charges or clauses that could impact a customer’s decision to protect themselves. Be upfront and explain features and benefits, so they understand a product’s real value.
- Incentivise staff – Sales incentives should be used to encourage excellent customer service, not just generate higher sales numbers. Learn more about sales incentives in our blog: Incentivise sales staff and protect your customers.
- Know what you’re selling – a complete understanding of the products you and your team sell is essential for better sales and building customer trust. Car Care Plan provides a training service – call us on 0844 573 8000 to find out more.
- Best policy: honesty – only sell products the customer needs. If they buy a new car every four years and they’re covered by a three-year manufacturer’s warranty, for example, talk to them about extending it for 12 months.
- Personal experience – if you use any of the products you’re selling tell the customer. And if you don’t, tell them about the time you wish you had! Build a rapport.
- Listen – at the end of the day, your customer will know what they want. Listen to their worries and help them resolve those problems.