Walk Toward the Pressure and Detect Opportunity

Whilst we are all feeling the pinch of the constant rise in living costs and await a turn in our economy, we at Pinewood chose to walk toward the pressure and try detect gaps of opportunity, and as an auto dealership you can too. Here are some fairly straightforward ideas –

1. Customer service is key

Meeting customers’ wants and needs is a given but in addition, they must feel valued. Such value can be attained by gaining a better insight into who your customer really is by connecting with them on social media platforms to transform customer experiences to that of a personal nature. This applies particularly to fixed operations such as the service department which proves a stressful experience for most clients. By providing a smooth-sailing and value for money service experience, your dealership will become the preferred point of contact owing to word-of-mouth through your satisfied patrons.

You can use the information you obtain from your connection with your customer to enlighten your sales staff on the most appropriate follow-up approach by having insight into customers’ actual interests. Instead of sending them irrelevant promotions, you can find alternative methods to make them feel valued.

2. Take stock 

Maintaining the correct stock levels is vital. This can simply be achieved by ensuring your dealership stocks an adequate supply of high-demand vehicles and parts and avoiding an excess of vehicles and parts that are not as easy to move. This may seem obvious, but it requires constant evaluation and insight into consumer buying behaviours, keeping on top of current industry trends and restocking at appropriate times. Moreover, it’s imperative to assess exactly what your dealership requires in order to function efficiently with minimal expenses and wastage. While new tools and technologies maybe tempting to acquire, their return on investment must be evaluated. In addition, existing tools and systems should be audited for upgrades and optimisation.

3. Employee Appreciation

In many cases, your staff members are the face (and force) of your business, so it will serve you in good stead if you recognise and reward their efforts. Not only will this motivate them to continue their high-quality levels of work to reach your monthly objectives, but you will be able to retain your staff in an industry infamous for high employee turnover rates.

4. Have a proficient omni-channel offering

To remain competitive in this ever-increasing digital world, it’s essential that you provide an updated and user-friendly online offering. A study recently conducted by Ipsos, the largest survey-based research company worldwide, discovered that there will be triple the number of online South African consumers in the upcoming years, thereby demonstrating the importance of a strong online presence. As a dealer, you must ensure that your omni-channel offerings are consistent with consumer buying patterns and that you meet your market’s needs at every touch point – from mobile to desktop, to the bricks and mortar store.

5. Invest in Training

Our changing industry requires new skills and more efficient ways of doing business. Diligence in this area of your dealership should prevail. Ensure that your staff are trained to perform their job, and ensuring training is engaging and results-oriented. The right training yields positive results for your staff; they will feel empowered and partake with fervour, giving your business a one up on competitors that have denied their staff efficient training in the downtimes in an attempt to save on costs.

The Consumer-Driven Market

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