| With more and more cars being sold and competition | | | | this minor increase mainly because of poor |
| for existing new and used car sales at all time high, the | | | | communication. No one likes surprises especially after |
| ability to increase car sales and to develop customer | | | | a contract has been signed. |
| loyalty would be the number one. Yet, after listening to | | | | The buyer accepts delivery of the car at the agreed |
| several friends who have just purchased new cars, | | | | price, but is not happy with the process. Then, the car |
| many auto dealerships still are clueless about how to | | | | sales man or woman asks the buyer to fill out the |
| develop customer loyalty. Also, their sales' practices | | | | forthcoming customer satisfaction survey because it |
| continue to reaffirm the public's negative opinion about | | | | would mean additional benefits to the dealership. Since |
| people who sell cars. | | | | most people are nice, they comply even though the |
| Within the new and used vehicle sales industry, selling | | | | experiences were not the best. The dealership gets |
| a car and developing customer loyalty happen almost | | | | raves reviews and remains clueless about how to |
| simultaneously. For example, when someone buys a | | | | increase sales and how to develop customer loyalty. |
| new car from an auto dealer, they negotiate a price | | | | This is the third step to destroying customer loyalty. |
| based upon the desired features. The negotiation goes | | | | HINT: Additional steps happen when service fail to |
| through a time consuming and complicated approval | | | | come through, when warranties are not honored, etc. |
| process designed by the car dealership to increase | | | | Since most people need a car to get to the grocery |
| sales. This is the first step to destroying customer | | | | store, to work, to school, to church, to restaurants, to |
| loyalty. | | | | shopping, to whatever, selling cars should be the |
| Then when delivery is supposed to happen, the car | | | | easiest sale in the world. The need is there, you are |
| salesman decides to add something because the | | | | dealing usually with the decision-maker, there is a |
| particular contracted car is not available. A better | | | | budget sometimes not as large as the seller is lead to |
| substitute is found. Unfortunately, the substitute has | | | | believe and a high degree of inclination. Most people |
| one or two additional features that increase the price | | | | shop for cars when the inclination is strong whether it |
| by $100 to $300. The increase is around 1% of the | | | | is because of attractive financing to the debut of new |
| total vehicle price and is viewed as not a big deal to | | | | car models. |
| the car salesman. However, it is a big deal to the | | | | However, until the general managers, sales managers, |
| customer. This is the second step to destroying any | | | | sales staff and support staff align all behaviors to the |
| customer loyalty. | | | | desired goals, they will still fall a day late and a dollar |
| Finally, the seller works with the buyer who objects to | | | | short. |