Tips for building a lasting culture at your car dealership

The culture of your dealership is one of the essential factors in determining how successful you will be. Culture is the corporate experiences, expectations, philosophy and values ​​that are the foundation on which your car dealership is built. You have those, right?

Last week an acquaintance stopped by your dealership to make an end-of-lease purchase, we’ll call him Paul. Paul said his salesperson recommended the lease because, in this market, it was a better affordable purchase than buying a new car.

He also said he spent an additional 45 minutes talking about the cars they’ve owned and the current market for new cars. Paul likes the dealership because “the salesman knows what he likes, he remembers his family names and they have great conversations. it is a relationship”

He is a great employee and, according to Paul, a great dealer. And I guess the dealership has a great culture and Paul has become the ultimate evangelist for that dealership because of that.

Through Paul’s experience, it’s easy to see why it’s crucial to have and live a consistent culture within the car dealership: The people who work for you are responsible for connecting with customers. Hopefully, they work to understand your needs, meet you where you are, and help you find the right vehicle. Everyone who works for you needs to feel comfortable and happy at work. And “it’s about the money” is not a good value.

The same goes for customers; If they know they’ll be greeted with a friendly smile and helpful attitude every time they walk through the door, they’re more likely to come back again and again.

That’s why it’s so crucial for dealerships to focus on creating an exemplary culture, not only for the sake of employees, but also because happy employees lead to satisfied repeat customers.

1. Define the values ​​of your culture

first you need define cultural values want to see at your car dealer. These values ​​will help guide and shape your dealership culture, so they need to be well thought out and specific.

For this exercise to be effective, you need to do it with the whole team (or as many people as possible). The more people involved, the better chance you have of getting everyone’s buy-in on what needs to change.

When employees are included in this process, they better understand why their role is important within the company, making them more likely to contribute personally and professionally as part of their job description.

If there aren’t enough employees or managers available for an in-person meeting, consider holding an online discussion where everyone can share ideas about instant messaging software like Loose or Google Hangouts Video Chat.

2. Live the culture you create

Once you’ve established your culture, it’s time to live it and be an example that employees can follow. This means showing appreciation for your team members, being consistent with the values ​​you’ve promoted, and creating a fun and engaging work environment.

3. Measure, adapt and repeat

You will want to assess the growth of your employees. You can measure this by:

• Using a 360 degree focuswhat it means to discuss with colleagues and superiors of your employees
• Looking at employee engagement surveys and retention rates
• Measure and document individual progress, such as how much they have grown in their job role or how they have improved in areas such as communication skills or customer service.
• Make changes if something doesn’t work and measure it again.

4. Let customers know you value them

• If you were a customer, ask yourself what would make you want to buy from your car dealer. How would you like it feel valued as a customer?
• Do you have a unique program for repeat customers, like discounts or reward points that add up and can be redeemed for future purchases? If not, start one.
• Calculate how much it will cost to set up these programs and compare that number to the lifetime value of each customer. In most cases, they will be worth getting back because they will spend more money over time, even if they don’t live in your immediate area.

Five rules for success

Implement these tips at your auto dealership to foster an environment for employee and customer growth.

• Don’t be afraid to try something new.
• Don’t be afraid to fail.
• Don’t be afraid to ask for help.
• Don’t be afraid to ask for feedback.
• Don’t be afraid to take risks, even if it means failing first.

If you’re looking to build a lasting culture at your car dealership, these tips and strategies are a great place to start. By defining and living the values ​​of your culture, measuring employee growth, letting customers know they are valued, and promoting customer loyalty through loyalty programs or gifts, you can create an environment where customers like Paul enjoy chatting with their employees. Then you will know that you are successful.

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