On the old classic TV show "Lassie," Timmy never fell down a well, contrary to popular belief. But viewers knew if Timmy did, he could rely on Lassie to get help.
According to a J.D. Power conclusion based on a survey of 85,000 respondents, the #1 attribute car buyers look for in their next vehicle purchase is reliability. But what exactly do they mean? The dictionary defines reliability as "the quality of being trustworthy or of performing consistently well."
Reliability is one of those simple words with many applications. Mail delivery is reliable when it's delivered on time. Reliable vendors show up on time and do the work as requested. A restaurant is reliable when it serves the same high-quality food and provides the same great level of service. Reliable friends do what they say and can be counted on in a pinch. And reliable major league pinch hitters will deliver a hit when most needed.
Reliability to a car buyer, however, can mean more than saving time and money on a car's total cost of ownership or more than a vehicle's dependable road performance. Reliability can refer to the sales process, how consumers felt they were treated, how their car is serviced post-purchase and, above all, their on-going relationship with a dealership.
Here are five areas where you can make your dealership brand synonymous with reliability.
When car shoppers seek reliability, who they gonna call? Make sure it's your store.
David Adcock comes to Binary Automotive Solutions with more than two decades of industry experience, working with automotive dealerships as well as manufacturers. Early in his career, Adcock served as a national sales trainer for Pat Ryan and Resource Automotive Group and later leveraged that experience into helping dealerships all over the country to develop the employee training programs necessary to drive a dealership’s financial growth.
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