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Back to Basics: Tips to Maximize Customer Care

Woman shaking hands
Article Highlights:

  • In this world of technology, sincere interaction is still important.
  • "It's as simple as a handshake and a sincere greeting."

Someone with years of automotive consulting experience once told me, “Show your customers how much you care! Not how much you know.”

Of course, knowing the products and services you offer like the back of your hand is essential. But perhaps what impresses customers even more than your extensive knowledge is the fact you personally care enough to make sure you’ll meet their needs.

Caring and knowledge are complementary. When used together, these skills help create a rewarding customer experience.

Although it may seem very basic, I’m going to share with you some tips that will help you maximize the art of customer care. If you notice these practices are absent in your dealership, it’s time for you and your staff to re-emphasize them!

Ease Into the Selling Process by Starting With a Conversation:

If you approach a walk-in and immediately begin the conversation by rattling off endless facts and numbers associated with certain vehicles, you might come across as intimidating. Even worse, you may appear to be desperate or concerned only with making a quick deal. Any of these risks will most likely lead to a lost sale.

First things first: introduce yourself and discover the prospect’s situation. If the prospect already knows what she wants, then you can get to the point and showcase your expertise by talking specifics.

On the other hand, if the prospect isn’t sure what she wants, start by asking a few questions to gather relevant information. Use that information to help find the car she needs. The key is to listen.

For existing customers, make sure you’ve kept track of their likes and dislikes. Remember, you want your dealership to be the first and only place your customers go when it’s time to buy a new car. Maintaining a good relationship with those you’ve already done business with is critical.

Give the Facts, But With a Human Touch:

You’ve listened to the customer and discovered her needs. Now it’s time to tap into that knowledge of yours. Be thorough, but also be sure to present information and data in a conversational manner. You want the customer to say you helped them make an informed decision.

Pouring out copious amounts of information may come naturally for you, but too much information at once may be difficult for the listener to process. You want the customer to understand what you’re saying.

Besides, spouting out facts about a vehicle will make you sound like a robot giving a rehearsed speech. Last time I checked, most robots aren’t the best at showing care. Be sure to never lose the human touch!

Help the Customer Relax:

For some, going into a dealership may be a frightening proposition. Help ease those fears by sharing a few laughs! Smile and keep the mood light. If a new customer feels at ease during the buying process, she will be more likely to do business with you in the future.


Make sure your dealership is the type of place people want to keep coming back to. This type of environment is only created when everyone is committed to delivering outstanding customer care.

It’s not rocket science; it’s as simple as a handshake and a sincere greeting. The bottom line: take time to listen to your customers. Your expertise and extensive knowledge about your vehicles should be used as a resource, not as the main selling point or as a means to establish credibility.

Genuine and sincere customer care will keep them coming back.

Does your dealership need some training on delivering a rewarding customer experience? If so, contact Reynolds Consulting Services at 800.657.9784 or send us an email, consulting@reyrey.com.

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Director, Reynolds Consulting Services

Carl Bennett is the director of North American Consulting Operations and Sales for Reynolds Consulting Services. In his consultant role, Bennett teaches automotive retailers in the U.S. and Canada how to achieve higher levels of success and better results in vehicle sales and F&I. Prior to joining Reynolds and Reynolds more than 15 years ago, Bennett worked in dealerships for 15 years as a general manager, finance director, and sales manager.

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