For years, car dealership employees believed and were taught that customers were the ‘enemy.’ On the latest edition of Straight to the Point, host Frank J. Lopes debunks that school of thought and discusses what the real adversary in the dealership is.
When it comes to sales, many automotive retail professionals think of customers with an us vs. them mentality. In reality, the enemy is the customers’ perceptions of how car dealers operate. The dealership can be a strange place for a customer, especially newer car buyers. They often expect dealers to match the stereotypes in movies, television, and popular culture. These stereotypes can create anxiety and discomfort in customers.
So, how do you battle this discomfort? Lopes says it’s time to change your battle plan. It’s time to make them feel welcome, and express to customers that helping them make the right decision is the ultimate goal.
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