Most dealers founded their business on the basis of customer service and satisfaction. Very few dealers became successful enough to become owner operators by swindling all their customers. Many of these dealers have great stories behind their success and those stories need to be told.
Whether your dealership has been around a long time or not, you need to talk about their history. Stories are great value builders and people love to hear a good story.
If this is your customer’s first visit to your dealership, why not say something like this:
“Mr. and Mrs. Jones, the buying experience usually only takes a few hours, yet owning the vehicle takes years. And the people that take care of you in the years ahead can make all the difference in the world. So I’d like to show you around so you can get to know a little more about our organization and our people before we begin looking at our vehicles. Is that okay with you?”
Presenting your dealership properly and consistently will help you build rapport, lower tension and increase value.