Customers will always have questions: What are you hours? What types of units do you service? What types of units do you carry? And then some. Obviously this information should be readily available on your website, and those who answer your phone should also be able to answer them. But you should double-check both places.
Another place to check for questions is your social media site. I’ve often seen questions posted on retailers’ Facebook and Twitter pages that go unanswered. If customers have questions, make sure they’re answered, even if it’s something not about your dealership. Maybe a customer wants to know what time a local rally starts. Find that information for them and reply as soon as possible. Maybe they’re wondering about the best oil to use in their new bike. Answer the questions and let them know oil changes are available at your dealership. That extra customer service goes a long way. And if you don’t answer, they may go to your competition.
What if a customer complains? Find a way to respond to his or her concerns appropriately, while not getting into an argument. A co-worker of mine once bought a coffee and brought it to the office just to find it was only half full. She posted a photo on the coffee shop’s Facebook page, received an apology and was mailed a gift card for a free coffee. She continues to shop there because of that response.
Your customers look to you to be experts on powersports, so you need to be answering their questions. If you can help with the little things, they’ll return to you for the big things.
Liz Hochstedler is the associate editor of Powersports Business, a trade magazine for the powersports industry. She reports on the powersports industry through Powersports Business’ varied media, including in the magazine and online. She assembles the brand’s twice-a-week e-news and handles a variety of assignments for the magazine. Powersports Business is known for its exclusive national dealer surveys, in-depth industry analysis and dealership conference, Profit Xcelerator.