The Power of Small
Common Mistakes That Cause Your Dealership to Lose Customers
As an owner, it’s all too easy for you to become blind to the small details of your dealership. After all, you’re there every day. And when you’re there, you’re busy. You can’t go over everything with a fine toothed comb on a daily basis, right?
Well, no. But it’s helpful to take a step back every few weeks and look at the small things. Because it’s these small things that could be driving away your best customers.
Here are a few small, common mistakes that owners often overlook in their dealership.
Mistake #1: Exhaust Fumes
What do you think your customers think when they walk into your showroom and smell exhaust fumes? Now, some of your customers may like it. But many won’t. Today’s customers want clean stores that sparkle and smell good. Do what you can to put up additional barriers between your service department and the showroom to eliminate exhaust fumes leaking in.
Even if you don’t have a direct access from your showroom to the service department, check the smell of your space anyway. Is it pleasant, or at least neutral?
Try opening windows and doors when the weather is nice to let in some fresh air. Offgassing from equipment can create a stuffy, “plastic-smelling” environment which is not only unpleasant, but can actually be unhealthy. The more fresh air you can let in, the better your showroom will smell.
Mistake #2: A Low Fill Rate
It’s never a good business strategy to try and be all things to all people. But when a customer comes into your store, they usually want to get in and get out. Having what people need, versus an overstocked, overpriced stockroom, is a very fine line.
Dealerships should strive for a 90% fill rate. This means that 90% of the time, you have what your customers need right there in your store.
This is where OPE point of sale software comes in. A quality OPE point of sale software will allow you to track your customers’ buying habits, which will enable you to fully understand what they’re looking for. And when someone comes in and asks for something you don’t have, you can track that as well. Knowing what your customers want, and what they don’t want, will allow you to reach that 90% fill rate.
Mistake #3: Unclean Restrooms
Many owners don’t give much thought to the restroom. After all, most of the time it’s an area that someone else deals with. But many customers, especially women, pay very close attention to the cleanliness of restrooms.
How do you think customers react when they go into a store’s restroom and it’s dirty? What if they have small children, and have to change a diaper? Would you want to change your child’s diaper in a dirty restroom? Definitely not.
Unclean restrooms can create a very negative reaction in your customers, both men and women. Make sure they’re cleaned daily (or more, if you’re busy). Make sure there is good soap, ample paper towels, and hand sanitizer. It also wouldn’t hurt to hang up some attractive pictures, and make it as comfortable and pleasant as possible. Your customers will notice.
Last Word…
When you’re looking for ways to keep your current customers coming in your door, don’t forget to notice the little things. They may not seem like much, but it’s often the smallest changes that can make the biggest difference.
outdoor power equipment software, Store Operations | 
June 7, 2010 8:12 am
