Attention dealers! It’s our latest instalment of “Best Practices,” and it’s a must-read!
“We got crazy news today … My PHEV EX+ ordered in October, that was supposed to arrive in February, that was first pushed back between May and July, is now pushed back again to October … [I will] probably cancel my order.”
“We all have CRMs,” said Steve Chipman, CEO of Winnipeg-based Birchwood Automotive Group. Reaching into that CRM data, each of Birchwood’s stores conducts “follow-up Fridays,” during which every customer is updated by phone or text on the status of his or her order — even if there is no new development.
The key, he said, is transparency and to not make promises that can’t be met. Instead, the dealerships provide “our best guess” on a delivery date. “Theoretically,” because some buyers will find a vehicle elsewhere and cancel their order. Jack Carter provides refunds on order deposits because the waiting list of would-be buyers is long.GIVE THEM THE REAL DEAL
“That point in time is not coming anytime soon,” McKeen said. “There are just so many people who are willing to purchase ahead of time.” Customers can engage in a live interaction with one-way video to see a vehicle that is not physically in a dealership, he said. “[Agents] have car seats and golf bags, so they can show you the dimensions of the vehicle and take you on a virtual tour,” Peever said.
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