Why would anyone pay $6 for milk at a convenience store, when they could get the same gallon of milk at their local supermarket for less than $3? The answer is in the name:
So what does this have to do with you as a car dealer?
Simply put, if you are convenient for your customers, you can make more money.
Convenience trumps price in most customer's decisions. That is why at Edifice we have a motto:
"If its convenient for us, it's probably not convenient for the customer."
We say this as a reminder to analyze our processes and services from the customer's perspective. In our own experience, and having dealt with many car dealers we came to the realization that businesses often don't realize the things they do that are an inconvenience to the customer.
That's why I would like to challenge you to do a Convenience Audit in your dealership. The audit doesn't have a score or an answer sheet, it's simply a series of questions that can help draw your attention to potential opportunities to increase convenience and customer satisfaction.
By taking the time to investigate and answer these questions you will be able to identify any pain points, change some of your processes, ensure a better customer experience, and in-turn make more money.
Next week, we will continue to discuss convenience as a pricing strategy and share more insight into how you can increase your margins.
After taking the audit please click the link below to schedule a one-on-one discussion, and let's talk about what growth goals you want to tackle this year…
at your convenience.