June '17

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B U S I N E S S 90 • RV PRO • June 2017 rv-pro.com R ecently, I've been shopping for a new tow vehicle so my family can load up the camper and enjoy the great outdoors this summer. In my search for the right vehicle, I've visited a number of dealerships with various levels of personal service. As I reflected on my experience with each dealership, I thought about the goals of each dealer and the type of customer experience they wanted to provide. Each dealership had a different approach when meeting with me and following up after my visit. One dealer said he ran a low-pressure store, made a copy of my driver's license, threw me the keys and said, "We'll see you in a few." I took the test drive, gave back the keys and haven't heard from them since. Another dealer gathered my information and grabbed the keys to ride along with me. I've heard from this dealer once via an automated email. Finally, another dealer seemed inconve- nienced that I would even want to look at a vehicle, let alone take it for a test drive. I'm not surprised that I haven't heard from this dealer. I like what Danny Meyer, restaurateur and author, said about business: "… what's most meaningful is creating positive, uplifting outcomes for human experiences and human relationships. Business, like life, is all about how you make people feel. It's that simple, and it's that hard." Every dealer should ask himself: What experience do I want to provide for my customers? Dealers also should attempt to determine what experience their customers are looking for. By Robert Grant Robert Grant is a business development specialist with Salt Lake City-based CDK Global, a provider of dealer management systems and consulting services to the RV, powersports and marine industries. For more information, visit www.cdkglobal recreation.com. Creating a Positive Customer Experience Implementing five straightforward strategies can help ensure your customers have the experience you want to provide.

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