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Get ready to crank up the dial on hospitality to ensure not just satisfied customers but raving fans of your dealership.
Based on some of the gems from "Unreasonable Hospitality," we're exploring how you can inject some serious magic and empathy into the car buying and servicing experience.
The retail auto industry, much like the fine-dining world described in the book, is ripe for moments of enchantment and surprise.
As Will says, “We have an opportunity—a responsibility—to make magic in a world that desperately needs more of it.”
Dealerships can create their own version of an enchanting "Four Seasons experience" by focusing on the ambiance of their showrooms, the personalization of customer interactions, and the unexpected delights that make each visit memorable.
For instance, offering things like complimentary car detailing with every purchase, providing loaner cars with upgraded features, hand-delivering documents or personalized gifts, or connecting customers with local recommendations demonstrates a commitment to exceeding expectations.
First impressions matter. A lot.
Emulating the welcoming spirit demonstrated by Will’s parents and mentors, dealerships should also train their staff to offer a genuine and warm greeting to every customer who walks through the door.
Whether it's a personalized welcome message displayed on digital screens or a direct approach by staff members who remember customer names and preferences, making clients feel valued from the moment they arrive can set the tone for the entire relationship.
Service in the automotive industry should be seen as an opportunity to build trust and rapport with clients. By treating each appointment or consultation as a chance to demonstrate respect, attention to detail, and care for the customer's needs, dealerships can elevate their service to an art form.
Train your staff in the art of empathy, teaching them to recognize and respond to the emotional needs and concerns of customers, and foster a culture that views service not just as a duty but as an honorable profession.
This approach not only enhances the customer experience but also instills a sense of pride and purpose in your team.
Drawing from Will’s emphasis on intentionality, dealerships should consider a thoughtful approach to every aspect of their operations.
He states:
This means not only striving for excellence in customer service and vehicle care but also considering the impact of each decision on customer satisfaction and loyalty.
For example, following up after a service appointment with personalized advice or checking in after a sale to ensure the customer is happy with their purchase demonstrates a commitment to their long-term satisfaction.
Hospitality really starts with your team.
The philosophy of prioritizing employees over everything else, including customers and investors, as advocated in the book, is revolutionary but deeply effective.
Hiring folks who naturally love to help and serve others can transform the entire atmosphere of your business. Dealerships can help foster these principles by providing ongoing training and development opportunities and creating a work environment that encourages teamwork, innovation, and exceptional service.
And, don’t forget to recognize and reward those who embody exceptional hospitality frequently and openly in front of others. Positive feedback is contagious.
When employees feel valued and invested in, they're more likely to go above and beyond for customers.
By embracing some of these “unreasonable” lessons, dealerships can cultivate a loyal customer base that feels respected, appreciated, and eager to return.