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The drive to continuously grow and improve is at the heart of the MRAA, our members and our staff. That’s why we’re launching this blog: to share what we’re learning in our work and in our lives with you – and in hopes you’ll share what you’re learning too.

 

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Follow-up is Critical to Building Loyalty

Posted By Liz Keener, Tuesday, October 16, 2018
Updated: Friday, October 12, 2018

Earning one sale from a customer is great, but building upon that relationship is key to earning service business and the subsequent sales. That’s why follow-up is so important.

Last month I explained why I bought the motorcycle I bought and how the salesperson understood me and my wants. However, since that purchase, my experience with that dealership has gone cold.

It seems that after I bought my bike, that dealership stopped caring. They earned my money and moved on to the next person. Does that make me feel welcome? No. Does that build my loyalty? Definitely not.

As great as the sales experience was, everything from the delivery on has been disappointing. At delivery, I was sent back to the service department to pick up my bike. There was little excitement, little instruction, and my bike was dusty. I was so thrown from the experience that I forgot to ask important questions, like where the manual is, so I can get to know my bike. I had to go back to get that instruction a few minutes later.

Since picking up the bike almost two months ago, I haven’t received one phone call or email asking me about how I’m enjoying my bike or if I need any further assistance.

In fact, just this week the dealership missed a key follow-up opportunity. My license plate finally arrived from the DMV, and the call to tell me about that was purely informational – again no questions about my motorcycling experience or if I need anything else to enjoy riding more. Later in the day, I stopped into the dealership, and my plate was simply handed to me with no other interaction.

Three people were on the floor of the dealership – one customer was being helped by two employees at the parts counter. I had to stop a third to be helped, and again no one asked me about my bike or if I was interested in any parts or accessories now that I’ve spent some time on it. In fact, I could use a tank bag and am interested in other accessories as well. But no one asked.

As any customer experience education has taught us, loyalty is built on the entire experience at your dealership, not one sale. Be mindful that you’re not leaving customers hanging after they make a purchase from you.

Tags:  customer experience  expectations  Experiences  follow-up  loyalty  motorcycle dealerships  relationships  Sales 

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Take the time to understand your customers

Posted By Liz Keener, Thursday, August 16, 2018

A couple months ago I bought my first brand-new motorcycle. In the process, I visited five different dealerships and had five vastly different experiences. The reason I bought from the fifth? The salesperson got me.

My first interaction with Bryce was through a quote request form on the dealership’s website. He responded quickly, giving me an out-the-door price down to the penny, and he asked where I’d be coming from to check out the bike he had on the floor. I told him I’d be coming from my office over lunch, and he was enthusiastic with a reply of “That would be awesome! I'll see ya then.”

I walked in and immediately saw the bike I had inquired about, and soon I heard, “Liz?” Not only was Bryce nearby, ready to help any customer, but he was ready to help me, remembering my name and which bike I was coming in to look at.

He didn’t have all the answers – like when I asked the difference between the 2017 model and a pre-owned 2015 I was considering at another dealership – but he had the right answers, and he understood what I was looking for and what I needed as a newer rider. He assisted me in ordering my lowering kit; he helped me navigate financing. He was patient with me when I changed my mind after leaving the dealership and decided to go with the ABS model versus the non-ABS that we had spent most of our time talking about. He wasn’t judgmental that I was a new rider, a female, or a millennial.

Bryce took the time to learn about what I wanted and why, and he didn’t sit around rattling off features and benefits that were unimportant to me.

When we as customers are looking to make a significant purchase – a motorcycle, a boat, a house, anything that requires a decent investment – we want to trust that the person who is selling the product has our best interests in mind.

Are you making those connections with your customers? Do you “get” them? That’s the type of experience they’re looking for when they walk in your door.

Tags:  connections  customer experience  customer service  dealerships  experience  motorcycle dealerships 

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