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Monday, August 20, 2012

The Miracle Up: Royal treatment for everyone - Automotive Digital Marketing Professional Community

The Miracle Up: Royal treatment for everyone - Automotive Digital Marketing Professional Community


The Miracle Up: Royal treatment for everyone


Do you remember your last Miracle Up, the up whose deal paid your mortgage that month?
You know, the up who paid MSRP, plopped down a substantial down payment and had an 800 Beacon score.

I didn’t think so. Yet many sales associates dream about Miracle Ups while allowing their livelihood to slip steadily through their fingers every day.

Nice idea, Miracle Ups, but reality is we build a great book of business by working hard to giveevery up the royal treatment.  The royal treatment means not only rolling out the figurative red carpet for Miracle Ups alone but for every up to let them know how important they are.

Part of showing that importance – that royal treatment -- is we pay attention to our customers after the sale!

As models for how to give customers a royal treatment, the car business has the leisure and financial industries. Hotels, airlines and banks all work hard to treat their customers as special, making sure they retain their business trip after trip, credit card charge after credit card charge. They know the value of handling every customer royally.

Sales associates need to be mindful to give every up royal treatment, not just those who dress or talk the part. In other words, don’t be seduced by any up based on their physical appearance, oratory skills or by the age or condition of the vehicle they drive onto the lot. Most seasoned sales pros can share stories about well-heeled, glory-promising ups who fall apart as the deal progresses and of good, solid customers riding in on pumpkins and dressed like scarecrows.

The royal treatment must also extent beyond the showroom or lot. If customer retention is the goal then extend royal treatment into customer follow up. Customers want to be pursued. They want to know their business is important to you. Neglect this need or take customers for granted at your own risk.

The type of sales associate you want to be is your decision:
  • A short termer who dreams of the next Miracle Up and fails to develop a solid, steady stream of repeat customers, or
  • A long-view player, who insists on treating every up special and pursues them afterward as part of a plan to develop a steady stream of loyal sales and service customers who introduce their families and friends to you along the way.