Keep buyers coming back again and again with aftersales

If a customer is treated well enough that you win their loyalty for multiple car cycles you only have to generate one lead for several sales and a host of aftersale work. This is not only cheaper, but also easier, than continuously prospecting for new leads.

These six tips will help ensure customers trust you enough to come back time and again.

1. Take off the pressure

Removing the pressure from customers is going to help them feel more relaxed about coming into your showroom. One way to ensure they feel like they are not hassled the moment they step through the door is to remove the pressure from the sales team.

By putting staff on salaries rather than commission-based pay you can remove some of the pushiness and competitiveness that a sales floor can breed.

2. Turn bad news into good

A recall is exactly the sort of news that could sour a customer’s view of their car, but with careful management the situation could work in your favour. Ensure the staff contacting customers are briefed on the right language to use – emphasising that a recall is often just a check and most vehicles don’t have a problem that needs sorting – and that they are primed to turn the visit into an opportunity. Talk to them about their car – are they enjoying it, are they being looked after and do they use your service facilities?

3. Sell the service

Selling a service plan doesn’t just ensure you get a customer back in for aftersales work, but it can increase your chances of retaining the owner for a second vehicle by as much as double.

4. Special events

Special events targeted at particular groups can be a great way of generating interest and building a loyal and profitable customer base. If you sell a model that has a high level of enthusiast owners then they may be interested in a technically focused event, whereas laymen owners might appreciate something more social. Something like a Saturday morning free vehicle healthcheck might sound like a good idea, but it can backfire if people perceive that you are simply looking to find work you can sell to them.

5. Set the appointment

Advisers often just give out information on price or parts availability, and fail to ask for the business. That may be because they don’t want to seem pushy or are pushed for time, but it’s important to remember that customers are calling for a reason. Someone is going to do the work – so why should it not be you?

6. Remember your customer as a person

Understanding your potential customer’s lifestyle and needs will allow you to collect valuable information for your own database, and ensure they feel valued. If they are a returning customer, you should know exactly what happened in their last interaction, where they’re up to, and what are they likely to ask about or want to buy.