03 December 2020

PARTNER FEATURE

Even in a highly professional environment it is easy to overlook small details. For example, a top-flight customer contact strategy can still fail to deliver appointments because minor steps are overlooked at the last minute. Here we spotlight the attention to detail that best ensures a customer renewal appointment will result in a sale.

Identifying the most receptive potential leads, using Key2Key’s insights into the status of each customer, is just the beginning. Here a ‘joined up’ approach pays, which means coordinating with your existing stock situation, rather than simply aiming for another sale. For example, this may mean taking into account the potential profit in the customer’s existing car as a used car sale. This is one reason why a regular huddle-style discussion between all relevant staff to discuss potential renewals is a wise investment.

Because you do not want to be going over old ground with the customer when they are with you, ensure deals are already put together, demonstrating ‘plug and play’ convenience for them.

Make it personal

Although email works, nothing beats a personal call. But don’t be tempted to make it a sales call – aim solely to create the appointment, rather than begin a negotiation. Relying on a professional script will help to maintain this discipline.

With the meeting agreed leave nothing to chance, such as assuming the customer will remember. A follow-up email to customer and relevant dealer staff is essential, followed by further confirmation from dealer to customer. This is also an opportunity to demonstrate responsiveness by checking any special requirements the customer may have on the day.  A final check, 24 hours before the meeting is wise and if anything has cropped up to make the date inconvenient now is the time to re-appoint them. From personal experience, without a 24-hour confirmation attendance can be as low as 60% whereas a final check leads to over 90% attendance.

Prepare the basics

In my experience a common issue is failing to prepare for the visit itself. Much of this is common sense, but still often overlooked. For example, ensuring the receptionist expects the customer, ensuring there is a parking space available and that the right personnel are definitely working that day. Avoid surprises on the customer’s vehicle condition by conducting an HPI check for any issues beforehand. Small touches like a welcome message on a board never hurt.

Consider having the car you want them to buy parked next to the customer’s reserved space, so they have already seen it. And have someone valuing their car during the renewal discussion, so that any negotiation can proceed without interruption.

In the end eliminating friction and maximising convenience is the name of the game and the better their experience, the more your customers will keep returning.

By Steve Fitzgerald, Chrysalis Solmotive

Tags: Chrysalis, Chrysalis Loyalty, Chrysalis Solmotive, partner feature