Concentrating on the “interface”; what customers hear

Steve Jobs spent most of his efforts over the years concentrating on the ‘interface’.  What that means is the person using an Apple and how they interfaced with the computer, their experience and their ease of intuitively being able to command the machine to do their bidding.

At an automobile dealership, the ‘interface’ is the sales team and the customer.  How much time is spent on this, the most important aspect of growing a brand (the dealership)?

Sales people spout all kinds of things that they have learned over time just being in an automobile dealership environment.  Every thing they say is a part of the ‘interface’.  Every thing they say is also NOT what the customer really hears.  To demonstrate this assertion, count the number of sales calls that come in to the dealership each week and how many of those people actually show up to look at a car.  If you have 100 sales calls a week and 50 of those people show up, then you have a good interface at the phone level.  If you have far fewer of the calls resulting in ‘shows’, than you have a poor interface.

That’s just the first step.  If you have 100 people a week come in to look at cars and less than 20% of them end up buying (over the next few weeks or on that day), you have a decent interface, less you have a less than decent interface.

Is it possible that what your sales people are saying is not what the customer is hearing?  Many dealers today have their phone calls recorded, but how many of those dealerships have someone review those calls with the keen ear to pick up what the customer is actually hearing rather than what the salesman is saying?  I assert that there are very few people who can review the phone calls in this manner.

There is a system that addresses this and has been doing so for 30 years.  I’ve mentioned Tom Watson before, and I’ll mention him again.  You can either dismiss the evidence before hearing it or listen first.  There are only so many ways to increase sales with your existing opportunities, this is one of them.


About dealerite/in association with AP Level 4

National affiliations of professionals who are engaged in changing the culture of the automobile retail business. Associated with AP Level 4 and Edifice Group. These companies are bringing sustainable marketing which has proven quantifiable improvements in a dealer's market share performance
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