Automobile Dealer Magazine

CSI: A Kiss is Just a Kiss...or is it?

by Tony Antin

OK! You've decided to become an Automobile Dealer. You've analyzed the job and realized there is a lot of money to be made by selling cars. It's easy. First, contact the factory and let them know you're willing to "take a shot" on them by becoming their exclusive franchise in your town. Then allow the factory to send you a supply of the new models, glue on the stickers, hire the mechanics, and throw open the doors! Oh, and don't forget to wear your hard hat and steel-toed shoes to protect yourself from the thundering herd stampeding over you to get to their new cars! And the best is yet to come.

Before the customers leave in the car of their dreams, you sit with them for a while and let them persuade you to take their money in installments with interest instead of cash. It's incredible! Collecting interest on someone else's capital! The proverbial license to print money! The American Dream at it's finest! Is this a great country or what? You bet it is! And when your grandfather went home every night, lit his pipe, read the paper and patted the dog, he felt great about leading the other six dealers in his state.

Well, 1996 Dealer, "It's not Kansas anymore, is it?" Before you go home and pat the dog, you're wondering how to lead the other six same-make dealers in your marketing area. One Price Selling is not the answer. How about another tent sale, or a new radio campaign, or a direct mail piece? You'll probably go back to old faithful. Want to sell more units? It's easy. Spend more money. Just drop another $20,000 in the local paper. Worked before, and it'll work again...maybe.

If you are serious about getting the additional sales AND pocketing the $20K, just relearn an old skill. Relearn how to Kiss your customer. Not just the ceremonial peck on the cheek that most dealers use to hopefully boost CSI ratings, but a serious kiss. Build a "family" of clients instead of customers. The process begins before you sell the car and never ends.

After completing tens of thousands of CSI surveys for dealers, we know this: 99.9% of new car owners want you to care about them, and they want to be appreciated for doing business with you. They want to become a part of your "family." Let them. Give them their wish. Make your customers your clients. Care for your clients and make them happy. Happy clients buy again and again, and they send their friends and relatives to buy from you. Happy clients generate service income. Here's the bonus...as your new "family" grows, your advertising bills shrink. Become the best kisser in your marketing area, and your happy clients can be worth hundreds of thousands of dollars to you. Think about it...your kiss is worth six figures. Grandpa would be proud!

Tony Antin is President and CEO of Prospect Marketing Systems in Orlando, FL.