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Sales, service and communication are key

ACNW is an auto broker. They help their customers locate and purchase any make and model of car, new or used. They are a buying service and appeal to the 20% or so of the population who don’t want to go through either the negotiating process at a dealership or trying to be the first one on the lot every Saturday morning to get the loss-leader that’s in the paper. Their goal is to provide a very fair price along with exceptional service.

Communication

In doing some customer satisfaction surveys, we found that customers expect problems do arise in the car buying process. However, the attitude of the customers is that the problems were minor with ACNW compared to what they previously experienced.

Most important, and this applies to every business, when the situation was communicated on a timely basis to the customer, they didn’t let it bother them. In fact, one lady told me how there were three glitches in the process but that “Ed was great, he let me know exactly what was happening.”

Your customers know that few things go perfectly according to plan. They don’t mind disruptions if you tell them what’s going on, why, how it’s being handled and provide a timeline.

Provide incredible service

My son is not quick to grant praise. He tends to be rather skeptical. He came over and told us about their car buying experience and finished by saying (about his salesperson), “Janna was just awesome.” This is one reason why this company has built a roster of 7,500 past customers and generates exceptional repeat business.

A couple times a year I act as a reference for someone whom I was customer of. My comment to his potential customers is, “You will get more from him that you expect. He exceeds expectations.”

When you do those little extra things others don’t do, you stand out. This means don’t cut corners, invest a little more time, energy and maybe even money in your customer. My son’s girlfriend told me she’s going to send all her friends to Janna when they want to buy a car because it was the most pleasurable buying experience she’s ever had. That should be your goal with every customer.

Have a sales strategy

Our strategy for the ACNW sales people is threefold. First, to have a plan and implement the plan. This means not just waiting for the phone to ring but making outgoing phone calls, being active in the community, sending thank you cards, contacting past customers, sending a quarterly newsletter, etc. Trying to always be in the position of having prospects for this week, next week, next month and even further into the future.

Second, holding the sales staff accountable to their plan. This means they enter all information into the contact management program, they file weekly summaries of their activity and having the company provide incentives for when they do what they’re supposed to and penalties for when they don’t.

Third, have them always think of the next sale to their customer. They live in a referral based world. They should always be thinking that the customer will buy again, buy for their family and refer friends, family and co-workers. This means don’t worry about making the highest margin possible, worry about generating a long-term, ecstatic customer.

What’s amazing is that is doesn’t take any more effort to do all of these actions correctly vs. slacking off and then having to scramble to make up lost ground. A big change I’ve noticed in the last six months is more companies are interested in working with their sales staff versus sending them on the road with the advice to “get out there and sell this stuff.”

Sometimes it takes a “correction” in the business cycle to get us back to the basics. To do the things we know we’re supposed to do, but put off when times are good. Of course, when we do all those things we’re supposed to do, our businesses tend to experience fewer corrections. 

© Copyright John Martinka 2002. All rights reserved.