Auto Dealer Monthly, September 2014

FACIL I T IES At John Elways Crown Toyota in Ontario Calif a sales manager bar takes the place of the menacing raised sales towers that still loom over many showrooms 2 STAY ON THE LEVEL Raised sales towers are for boiler rooms Sales manager bars and concierge points are a better choice for dealerships Many customers arrive at your dealership with preconceived notions Th ey may worry that the sales process will be one sided or that your team will be pushy Th is perception is only highlighted when their fi rst impression is dominated by a menacing raised sales tower and a whiteboard tracking month todate sales stats and trends Establishing a clutter free common area in the shape of a bar will lower customer apprehension and make all interactions more collaborative 3 REDEFINE THE MEANING OF DESKING A DEAL If you think a detail like furniture fi xtures and equipment referred to as FF E in the construction game cannot help or hurt your sales performance think again Taking a moment to understand your furniture options is time well spent Studies have shown that 35 of a customers in store time is spent sitting with a sales manager an F I professional or an accompanying friend or family member Providing a comfortable place to interact with your team will create a more familial less stressful environment Many dealers are rethinking their FF E and installing multiple small circular tables that can accommodate three to fi ve customers Th is is a huge improvement over dated penned in cubicles or solid wall plans Th e shape of the tables promotes interpersonal connections and the polka dot pattern they create off ers a less adversarial space dynamic for visitors 4 MAKE EVERY CUSTOMER FEEL LIKE A STAR When your new car buyers take delivery 26 AUTO DEALER MONTHLY SEPTEMBER 2014 they should feel like a celebrity walking the red carpet Every new car purchase is an accomplishment Recognize it celebrate it and make it a lasting memory Ensure your delivery stage has adequate lighting appropriate for digital photos and video Invest in a professional branded backdrop Each customers digital record should highlight them their new wheels and most importantly your store Th is area should leave a lasting impression aft er all it is the last touchpoint before the customer returns for their fi rst service visit Finally the most eff ective new car stages are positioned within 25 feet of your general sales managers offi ce in other words within earshot 5 ROTATE BRAND MESSAGES AND INTERIOR DESIGN ELEMENTS All too oft en dealers complete a large scale re image project and then immediately move on to the next task It is important to implement an interior brand campaign that tastefully engages the customers in the showroom and never grows stale Updated vehicle information strategically positioned product towers highquality posters of new vehicles customerled digital sales media and product and brand timelines all add to your customers in store experience as do natural design IT IS IMPORTANT TO IMPLEMENT AN INTERIOR BRAND CAMPAIGN THAT TASTEFULLY ENGAGES THE CUSTOMERS IN THE SHOWROOM AND NEVER GROWS STALE