Retention & LoyaltyBest Practices

Retention & Loyalty
dealership sales
5 Keys to Get More Customer Referrals

By

We all know that referrals represent our greatest opportunity for peak profits and predicable growth. As Mark Zuckerberg has acknowledged, “People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”  There is no other business strategy that can provide the compounding results that can be realized through executing the right referral strategy. It’s simple math. With only half of your customers providing just a single referral every two years, your business doubles every three years.  Unfortunately for most teams, their strategy is simply to ‘ask for a referral.’ This too often leads to an awkward experience with many people avoiding the exchange altogether. There is a better way! With the right referral strategy customers actively share your message and support your business. If you are ready to get more referrals now, ask yourself these five questions: 1. Are my customers capable of referring business? In order to be capable of referring business, your customers must remember you, remember what you can do, and remember why people choose you.  Our customers might know how we’ve helped them and why they said yes, but that doesn’t mean they know all the ways in which we can help. We cannot expect our customers to remember us and how we can help each time an opportunity arises unless we’re in regular communication creating engagement, sharing successes, and continually providing value. Thankfully this can be accomplished with minimal effort leveraging old tools in a new way. You already possess the contact methods and the mediums. The next step is to marry automation with personalization to maximize each interaction and compound your results. Professionals who get more referrals now, execute a next level strategy that ensures they stay top-of-mind, they stay connected, and they stay relevant. 2. Are my customers compelled to refer business? Customers that are compelled to refer business are all motivated by one or more of the following three factors. First, these customers genuinely like us. When you align and connect with your customers on a personal level they not only gladly say yes, but they gladly tell others why they said yes as well. Second, these customers enjoyed a remarkable experience. They did not just have their expectations met; they had an experience worthy of a remark. What is unique and memorable about what you do and how you do it? For some it is a special gift, for others it is a special gesture, for some it is a special service, and for others, it is as simple as a special greeting and goodbye. Third, these customers genuinely want to help. These customers might want to help you because they want to see you succeed, they might want to help the people they are referring because they want to save them from an alternative and potentially bad experience, or they might want to help themselves because of an incentive or rewards program that you have in place. Professionals who get more referrals now, execute a next-level strategy that compels and drives their customers to openly share their experience. 3. Do my customers know I want them to refer business? When conducting a next-level referral workshop, I often ask the class to think of a business they recently worked with where the representative met their expectations, where their experience was positive, and where their needs were met. Then I ask the individuals to raise their hands if they have referred business to that company and representative. To no surprise, very few, if any hands go up. The purpose of this exercise is to demonstrate that doing a good job does not equal referrals.  When it comes to getting more referrals now, good is never good enough! We have to ask for referrals, and then we have to continue to ask. This is accomplished by having purposeful conversations at the time of sale, after the honeymoon period, and around key dates on the calendar. A cornerstone of these conversations is the personal referral story crafted in the workshop. Each persons’ referral story is unique to them, but every story helps customers emotionally connect, conceptualize the value, and convict themselves to refer business.  Professionals who get more referrals now, execute a next-level strategy that creates an environment where customers know that referrals are wanted, important, and beneficial to all. 4. Is it easy for my customers to share? One thing is for certain, if we make it awkward and difficult for our customers to refer business to us, we can expect little to no referrals. Technology plays a role. With that said, there is a lot that can be done with your existing technology, without having to invest in anything new. Aside from technology, there are three things you can do to make sure it is easy for your customers to share your message and refer business.  First, ask at the right time. Whether it is at the time of sale, or at a later date, there is a best time to ask. At the time of sale, it is not when you are signing agreements, or when you are saying your good-byes. When you follow up with your customers at a later date, it’s not on their birthdays, or when the new programs and incentives come out. The best times to ask are times where we can have a real purposeful conversation that strengthens our connection and compels our customers to act. Second, always put your customer first. One of the reasons why so many people feel awkward when asking for a referral is because they shift the focus from their customer to themselves. It doesn’t have to be this way. The focus should remain on the customer the entire time. After all, there is much that our customers stand to gain from referring business. Lastly, ask for the right number. One. Just one! One at a time. Too many people ask their customers to identify multiple people who might be interested. In this situation, the focus shifted away from the customer long ago. If a customer wants to refer more than one person to you at one time, great, but I recommend only asking for one. Invest your energy into that one, and it will turn into three more. Professionals who get more referrals now, execute a next-level strategy that makes it easy for customers to engage and refer business. 5. Do I share? The final question to ask yourself is: who am I referring business to? There must be people with whom you’ve conducted business that are worthy of a referral. Think about all of the people you’ve worked with over the past year both personally and professionally. What if all of those people were capable of referring business to you, were compelled to share their experience, and knew exactly how the act of referring business benefited everyone involved? One thing is for certain, when you refer business to these people, they will seek to refer business to you. Maybe not right away, but eventually the Law of Reciprocity will kick in. When you invest in the success of others, more people will want to see you succeed as well. Prioritize your efforts and begin referring business today. We all know that referrals represent our greatest opportunity for peak profits and predictable growth. Unfortunately, for most teams, their strategy is simply to ‘ask for a referral.’ Too often this leads to an awkward experience, with many people avoiding the exchange altogether. There is a better way. It all starts with answering the five questions above and executing a next-level referral strategy. If you want to build greater influence in your market and double your business every three years, focus on getting more referrals now! If you believe in the power of referrals as much as I do, reach out and share your experience. It would be my pleasure to connect.
With Connectivity, Dealers Can Get More from Courtesy Transportation Programs

By

Most dealers have Courtesy Transportation, or CTP programs in place, with the support of their respective manufacturers. What dealers may not be aware of though, is that these programs are increasingly using Connected Car technology to track and manage the vehicles enrolled in them. Not only does this new technology create opportunities for better fleet management, but it also has the potential to create some exciting new revenue opportunities for dealers in the very near future. The same platform used to operate CTP can be used by dealers to operate Rental programs, Alternative Financing programs, or Demonstrations. Connected CTP Programs Manufacturers are increasingly equipping new vehicles with built-in telematics equipment. In 2021, over 90% of all new vehicles will be equipped this way. Fleet owners have long recognized the value of built-in connections for fleet management applications. Fleets can more accurately track vehicle location, maintenance needs, mileage, and driver behavior data using a built-in connection and centralized fleet management. Vehicle manufacturers are increasingly bringing connected fleet management tools to their CTP to let dealers more closely manage these fleets as well. These programs, operated by companies like  TSD Loaner ,  Connexion Telematics ,  Bluebird Auto Rental Systems , and  ARSLoaner , all enable Dealers to more closely manage CTP vehicles. Dealers can easily enroll vehicles from their inventory into these systems and then track which ones are rented out, how many miles have been driven, how much fuel is being used, and whether any of the vehicles need maintenance. In the event that one of the vehicles goes missing, it can also be located. To get the most out of Connected CTP, dealers should take full advantage of available reporting, such as: Mileage alerts to prevent vehicles from being used past OEM program mileage limits Fuel Usage, to recoup fuel costs Rental History, to identify which vehicles are over-and under-used Over-Time alerts, to identify vehicles that have been kept longer than planned Tolling Alerts, to recoup toll costs Some programs also include remote lock/unlock commands, giving the dealer the ability to easily help if a CTP customer gets locked out. Taken together, dealers can use these tools to significantly improve the efficiency of their CTP.   New Revenue Opportunities While Connected CTP can be useful in managing costs today, they can also create a platform for dealers to easily try out new revenue models. Technically, any connected vehicle on the dealer's lot – new or used – can be activated and managed from the same platform that is used to manage CTP. That creates some interesting possibilities, such as: Short-Term Rentals Any connected vehicle on the dealer's lot could be enrolled and offered as a short-term rental. The CTP platform could easily bill the rental customer for time, mileage, fuel used, tolls, etc., at a rate negotiated by the dealer. Rentals could be for use by individuals or businesses or could be offered to Uber or Lyft drivers. Dealers should seek information & guidance from their providers & OEM partners. Some of the providers mentioned above already offer integrations that can result in immediate revenue opportunities.  Alternative Financing Models The same CTP platform could also allow the dealer to experiment with alternative financing models, such as subscriptions or "loan to own." The platform can easily track vehicle usage, apply a metered price by day, month, or by mileage, and can apply additional charges for fuel, tolls, and maintenance. In the event vehicles need to be recovered, they can also be located. The platform built to enable a Connected CTP can easily be adapted to operate these programs, as well. Demonstration Programs The dealer's CTP platform can also be used to offer vehicles for demonstration. With the roll-out of Electric Vehicles, for example, many customers may want to have a trial of an EV before committing to an all-new method of propulsion. Any other vehicle on the dealer's lot can also be offered this way, with mileage and usage easily monitored for follow-up with the customer. These new applications are not yet widely deployed to dealers, but dealers should be aware of the potential of Connected CTP and press their manufacturer sponsors and platform providers to bring these capabilities forward.
Auto Retailers: Customer Experience Needs to Be Your Differentiator

By

Tom Knighton said it best, Customer experience is the next competitive battleground Customer Experience - the term is everywhere in business and even in society now. As with many business practice movements, the term has been misused and misrepresented. Over the past few decades, business has used and practiced the art of Customer Satisfaction, Customer Relationship Management (CRM), Customers for Life, Customer is King and even more mantras. They have all been attempts to put focus on the customer. But they often based those concepts on technology or a belief that there were tools that make this happen for a business. Customer Experience (CX) is not the same as Customer Satisfaction. Customer Experience is an emotional attachment and value that the customer owns. I would explain it using something we all understand. Ever have a meal and say "that was satisfying"? Simply asking this to yourself meets basic criteria but does not create a lasting memory. Now if you have ever gone out to eat, no matter how typical or fancy the restaurant and had a great table, fun company, excellent service, fantastic food, tasty beverages and overall enjoyed the event, that becomes an EXPERIENCE. You will likely continue to talk about it and treasure the experience, not just the food. What is CX Really? I would also push the concept further that Customer Experience is not the new business practice, technology, department or business function we simply build. In fact, Customer Experience is not something we as a business own at all - it is also personalized and individualistic. The customer owns it. The customer experience is what they think, feel, and believe they experience as a holistic interaction. We as a business can merely build and align the business processes, technology platforms, channels, training and metrics against a good customer experience. We must do it one customer and one experience at a time. We need to stop measuring and driving the industry on a transaction focused Customer Satisfaction score. We must begin to really understand, align and deliver against personalized customer expectations and needs to deliver a holistic experience. The Industry Issue In auto retailing, it is true that all the horror stories of the past and the bad image perception have scarred the current thinking about buying and servicing a car. Perception is reality. You will often hear people get excited about the prospect of the new car, followed by a sigh that they have to make a trip to "the dealer." In recent research, it has been conveyed that the Millennial generation would in fact rather go to the dentist than visit a dealer. According to several Consumer Reports articles, the main dissatisfiers with the retail process (despite vast improvements) continue to be: The sales representative made the experience a challenging and unhappy one The F&I process was too time-consuming, wasteful and confusing Getting the run around on the phone Not being able to match an offer or vehicle to a real deal All the haggling Lack of visibility, transparency and trust All the "back-and-forth" and time wasted Not concerned about the customer needs Now, compare that with experiences we have all had in other industries. The pandemic itself has highlighted and accelerated the ability of many businesses and industries to become more customer experience driven. Many are offering curbside pick-up and drop off, mobile delivery, omni-channel access, more virtual agents and self-help options and more personalization to suit the customer needs. I always like to share one simple CX example from an industry we can all relate to in our lives - pizza delivery. For a $5 pizza order from Domino's, or almost any pizza chain for that matter, you begin a customer experience journey. The full experience can include: Order through multiple channels Recognized by your name, an account ID, or your phone number as a previous or new customer Able to repeat a previous order with one swipe Given the ability to track your order through multiple devices Receive order updates Ability to change or add to your order up to departure of the delivery Notified when your driver is on your street or in your driveway Delivered within 30 minutes, as promised in the majority of cases  Given a discount or earn loyalty points for your order in many cases Asked (surveyed) after delivery about your experience. Not the pizza, the experience.  In some cities, the delivery is being tested with an autonomous delivery vehicle, or to a hot spot or mobile delivery spot of your choice All of this for a $5 pizza. At IBM we have a saying, "The last best experience you have, in any industry, becomes your standard going forward across all industries." So we all carry these experiences and increased expectations from recent events and business service levels into the auto retail environment. The stakes have now been raised even further for auto retailing. So Why is CX So Important? In my last article , I wrote about the possible future outlook of 2030 in the industry and auto retailing. The fact is that it is quite unknown. Will retailers become less relevant? How will service and parts business be sustainable in the current footprint with more electric and autonomous vehicles in the sales mix? What will be the new car sales levels in the next few years with the pandemic effect and more at-home workers (less commuting)? These are unknowns but the constant for the industry, or at least the shifting of the industry from new car vehicle transactions to a mobility enabler will be the customer. Traditional new car sales will not sustain the industry forever. The customers will. Customer expectations and customer needs will continue to shift, but we must adapt and be the provider of the experience. If you follow the customers, you will follow the revenue and profits. Their needs and their journey are what the industry will transform around. Auto retailers must build and become a "Customer Network Platform" for mobility, providing access, services and experiences... whatever they may be. An engagement, a bond and connection must be fortified between retailers and customers to transform together and not focus on the product, or the transaction, but on delivery of a mobility experience. That will secure the sustainability of a retailer in the future. As mentioned in the opening quote by Tom Knighton, "Customer Experience is the next competitive battleground." Businesses who deliver upon an experience, will find the right products, services and value bundles to offer and deliver to customers. The customers value the experience and they will drive their needs into the industry, or others will come in and deliver upon it. Five Action Steps to Take Now I don't want to paint a total doom and gloom picture here. Many retailers have taken great strides to improve customer processes, customer engagement and the overall experience. Much work has been done by many to improve system integration and data availability to help support a holistic customer experience. More focus has been placed on this issue and that is a good thing. Here are 5 areas I suggest be constantly focused on to continuously improve and keep customer experience the driving mission in your business. The recommended actions are: One view of the customer - Continue to integrate systems and data to have one single view of the customer. A service experience should not be a separate incident from a sales transaction or part purchase. It should be one single journey of that customer with personalized engagements along the way. Work to get one single source of truth of customer information across all channels, all departments and all engagements. Focus on need not the sale - One of the major reasons customers are so dissatisfied with the sales and service process is the lack of understanding, empathy and fulfillment of their actual need. Customers are often not asked about their needs for a new car, or their needs around timing or availability of a service experience but are rather mandated their options. Don't reward and measure metrics that only focus on transaction volume or transaction satisfaction. Make the customer experience the focus, the priority and the mission. Channel Consistency and Information Access - The customer process across any channel at any time should be one of consistency. Starting this process over and over each time they access a new channel or talk to a new person should not be part of the journey. The ability to quickly access information and find value is of utmost importance. Leverage virtual agents, chat functions and self-help functions to assist customers to access what they need quickly and easily. Examples include service updates, price information and inventory availability. Personalization - Don't lose sight as you begin building tools and capabilities to deliver customer experiences - they need to be adaptable to individuals. Each customer is unique and the focus should be on building and delivering capabilities that can adapt and personalize each and every experience. Customer recognition, customer specific need fulfillment and unique treatment will make each customer experience special. It keeps customers coming back, no matter the actual product or service of the future. Create "Wow" Factors - Find, develop and deliver experiences that set your dealership apart. What will make your dealership relevant and differentiated from the rest? Become known for something special that you can "own" and deliver. A "wow" builds the overall experience. Summary The Customer Experience will be what defines the future of our industry. The product, the transaction, the specific service will matter less. Why will they come and do business at your dealership? It cannot just be because of price or product availability, it must be more holistic and meet the customer's needs. Build and deliver a customer experience on each engagement, with each specific customer, over and over each time. This experience will define your dealership as being relevant and differentiating to a customer's mobility needs. This experience will sustain your business through unknowns of the future of the industry. If you enjoyed this article, take some time to listen to the latest podcast episode on Experimarketing  with  Colin Carrasquillo
Why Should I Buy From Your Dealership? 4 Popular Products To Consider Offering

By

So, you want people to buy your cars.  Let's say I'm your customer. As a car dealer, you know why you want me to buy from your dealership... So you can stay in business, hit your factory monthly goal, or finish number one in your zone, district, or country. That part is easy. But can you tell me why I should choose your dealership? What exactly do you have that others don't? Can you make me an irresistible offer? When the time comes for you to articulate your 'Why Buy From Us' story — be it on your website, or the sales floor — are you doing it successfully? After all, there's a lot of competition out there. The market today is full of consumer choices. There are new car dealers, used car dealers, Carvana, Vroom, and many more players. Many of these competitors will have almost everything that you do — be it great service, friendly sales staff, or appealing inventory. This makes for a very competitive market. A successful dealership needs a strong value proposition. Having a strong 'Why Buy From Us' message will make it easier for car buyers to choose your dealership over your competition. This story needs to be crystal clear — if it's too long, your customers will tune out. If it's not competitive enough, they'll go with the better option.  But how do you make the best offer, while still making the most money? Here's where I can help. My job is to help car dealers make more money while maintaining high customer satisfaction and retention. A good 'why buy from us' story needs to have a concrete offering — otherwise known as a product package. To help you make your story more competitive, I want to share with you the most popular 'Why Buy From Us' products. When it comes to choosing which one to add to your arsenal, there's no right or wrong choice. Each product addresses a different concern — you should know your market and which option makes the most sense. The most popular 'Why Buy From Us' products 1. Vehicle Return Program  The uncertainty caused by COVID-19 is real and has a detrimental effect on car sales. Many consumers are afraid of losing their jobs or being furloughed, creating hesitation in buying a new car. A Vehicle Return Program allows your customer to walk away from the car deal in case of job loss. During these trying times, this program can give your customers the extra confidence they need. If you can give them that security, they'll be more likely to choose your dealership. 2. Lifetime Engine Guarantee    Consumers know how expensive car repairs are. The most expensive of all is to repair or replace an engine. Lifetime Engine Guarantee covers the engine for as long as your customer owns the car and performs all scheduled maintenance at your service department. This is a win-win in terms of marketing and service retention. 3. Dealer-Owned Pre-paid Maintenance   You have two choices; either sell factory Pre-paid Maintenance or your own. Dealer-Owned Prepaid Maintenance is only good at your service department, which is good for you. With that in mind, you need to make it more enticing for your customers. The best approach is to give away the first year and upsell to three or five years in the finance department. 4. Combo Products  Preload 6 months of a combo product and upsell to a longer-term in finance. There are numerous combo products available — tire and wheel/key replacement/paint and fabric protection/paintless dent repair. Most consumers already understand and value these products, so the upsell shouldn't be an uphill battle.   How to deliver your 'Why Buy From Us' story A clear cut 'Why Buy From Us' story is the most effective marketing and customer acquisition/retention message. Make sure that it is properly displayed on your website (home page), and in the showroom.  It should be quick to explain, and easy to understand. It is mission critical that all of your staff are properly trained. Salespeople have to know what is included with the purchase of the car, finance managers have to know how to upsell, and service advisors have to know how to process a claim.   At the end of the day, your goal is to stand out from your competition and increase your market share. Not having a clear 'Why Buy From Us' message simply means you are ceding market share to your competitors, and that is something you cannot afford in 2021!
A Roundup of Google’s Latest Best Practices for Your Dealership

By

Simply put, in times of crisis , we look to the experts. We turn to the voices that will provide us with actionable support to help us navigate through uncharted waters. We want to make smart business decisions during this time so we can thrive in a post-COVID-19 world.  In response to the pandemic’s impact, Google has compiled a variety of best practices for dealerships. Here’s what you can invest in now and in the coming weeks to ensure increased engagement and quality leads from your website.  What can I do for my dealership now? Assess budget allocation across profit centers This is the time to assess profit outlets and reallocate the budget for what would make the most sense mid-pandemic. For example, is your showroom still light in foot traffic? Turn up the budget on service and direct more traffic to these pages if it’s operating as usual during this time. Or, if your market is showing buying signals for used cars more so than new, make sure to adjust the budget according to this new normal, and put more dollars into used campaigns. We suggest being hyper-aware of these trends to make the most out of your marketing budget. Adapt messaging to match customer needs Adjusting your messaging in your current campaigns (search, video, display) is important for showing empathy toward your shoppers. Make sure your tone, copy, and visuals match the current reality. Switch up your CTA’s to be more empathetic. Instead of using “Hurry in today!” replace it with “We’re here to help.” It’s also smart to leverage any videos you may have in your inventory as a virtual showroom visit - include any best offers, incentives, or flexible payment options in response to the crisis. Example of crisis-sensitive messaging Begin to value online metrics As automotive switches to a digital-first industry, online metrics will carry a whole new weight. Use this time to make sure your bidding goals reflect this. If you are currently bidding to increase store visits, switch to high-value web-based conversions for better performance. Think about ways to give back During this unprecedented time, we all need to stay flexible and responsive to the rapidly changing environment. Whether it’s conscious or not, shoppers are checking in to see the positive ways in which businesses are coping with this pandemic. Be sensitive and acknowledge the gravity of the situation, like using your dealership for local good, or going the extra mile to make a customer feel safe. If you can, offer complimentary or discounted services to healthcare workers on the frontlines–i.e. a free oil change or vehicle cleaning. This will resonate with your community and position your business wisely, while also focusing on giving back. What can I do for my dealership in the near future? Virtual showrooms and test drives As social distancing will continue beyond the enforced lockdown, give your shoppers a way to experience your showroom without stepping foot into your dealership. Reach more customers by uploading recorded videos of your most popular inventory or giving them an option to test drive your vehicles in the comfort of their own home. Example of test drive app Capture existing consumer demand Website traffic has pretty much remained steady across the nation with some cases of traffic increasing by more than 20% . Dealerships must be prepared to intelligently identify and capture the existing consumer audience along with all their current demands. With reduced advertising budgets, investing in technology that facilitates an end-to-end digital experience attuned to the current customer expectation is the best way to stay relevant. Re-engage those who are displaying shopping interest The average time a shopper spends before even purchasing a car averages around three to four months at a time . During COVID-19, your branding is your voice. Find your in-market shoppers on and off-site so they know your name, respect your name, and recommend your name. This can be one of the most powerful tools you own in your wheelhouse. Use Google Trends to understand how your customers’ needs are evolving Google gives us insight into how shoppers are evolving in real-time. Understand what your customers are searching for on a daily, weekly, or monthly basis. Find major shopper trends with Google’s latest trending stories, such as “Coronavirus search trends.” Or keep track of search popularity with the “interest over time” graph. This will help you define shopper’s needs on a seasonal basis. Google also offers a heat map to see where search terms are most popular by location. This allows you to adapt your message to the local community. It’s not easy to keep marketing momentum during a global pandemic. However, these expert best practices can save you time while keeping your dealership strong and resilient. It’s the first step in preparing your dealership for a digital-first industry and the inevitable path to technology adoption post-COVID-19.
5 Ways to Put Reliability at the Center of Your Store’s Success

By

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. Products – Consumer Reports publishes an annual list of the most reliable cars of the year. If any of the vehicles you carry are on the list, remember to spread the word. Don't be shy. Post the news on your website and third-party sites, as well as on social media. The same is true for any other vehicle rating services, such as U.S. News & World Report, AutoGuide.com, Edmunds, and so on. Banners inside your showroom should promote any reliability or safety awards. Warranties – A manufacturer's warranty , either bumper-to-bumper or powertrain, typically covers the first three years or 36,000 miles of ownership. However, such a manufacturer's warranty may not be enough, especially since the average new-car buyer keeps the car for six years or longer. To ensure their customers are covered, some dealerships offer a lifetime power train warranty, along with other guarantees, such as free lifetime oil changes. Lifetime warranties help reinforce the concept of reliability and can give consumers great peace of mind knowing they're covered. Make lifetime warranties part of your USP. Sales Transactions – A car sales transaction between dealer and consumer historically gets a bad rap. But these days, thanks to the Internet, there should be no surprises. Consumers are as informed about their preferred vehicle as are your salespeople . Let's face it, no dealership has an edge in product, pricing or financing. If your dealership doesn't currently offer transparent pricing, you might consider doing so. Honesty is a key attribute of reliability. Keep your word. Promise, but don't overpromise.  Service Appointments – Respect everyone's time. For example, if a car in your service bay will not be ready for pick up at the time promised, contact the customer and explain the delay. Keep them current about the repair or service work being performed; text them photos. Above all, don't leave your customers hanging.  Your Store's Culture – If your store has been selected as one of the top places to work in your community or state, let people know. Share the good news on social media and in your advertising. How employees – and customers – rate a dealership is a good indicator of whether consumers will feel comfortable shopping there. When car shoppers seek reliability, who they gonna call ? Make sure it's your store.