Do your sales and service ‘departments’ work hand in hand? Whether you’re a one-person operation or a big team, do you use the opportunity to sell when the opportunity is there? My partner and I are both BMW drivers… no reason – we just like them. I had my ‘beemer’ in for a service yesterday. The great guys over at BMW Sydney were efficient, helpful and well trained in taking enquiries from busy execs dropping in their prized wheels. They have a wonderful personalised service, a swish waiting area (where you sit surrounded by the latest models of BMW cars) and a great conscierge style interaction with clients. As I left (with a spiffy new model on loan for the day) I wondered whether when I returned later that day they may tempt me to consider one of their new models. My car is only 18 months old. So, I’m not really in the market for a new one. But, my partner is… his car is now coming to the four-year mark and he wants and upgrade… but hasn’t made time to go look at what is available. THE MISSED OPPORTUNITY: If I’d come home with (at the very least) a flyer to say…
- The newest model of your car is just now in our showroom
- Can I arrange a time for you to test drive it?
- Here are some of the new feature and benefits
…. or even more forward … We are offering existing customers this value-add/bonus/discount when you purchase by the end of March. I can pretty much tell you I’d have acted in some way and moved closer to a purchase. The discount/offer may not even have had to be much – maybe not even a dollar discount. Maybe they could partner with a top Sydney restaurant, or a spa… or offer some sort of deal with another organisation that also wants the BMW customer? No… I got great service (they even rewashed my car when I pointed out that it had been washed but left in rain and was looking much like when I dropped it off)… but they didn’t try and sell me. At least not yet. I wish they had. I did get thinking where do we, in our organisation, miss opportunities like this one?
