Customers don’t care how much we know, until they know how much we C.A.R.E. When they know how much you care, the momentum starts to build. Many of you have heard me talk about C.A.R.E. before. Connection, appreciation, responsiveness, and enthusiasm, that combine to not only earn sales, but more importantly, create genuine relationships. When you create connection, show appreciation and are responsive to increase enthusiasm for your dealership as well as the Centurion & Supreme Boats brands, the momentum builds for us all.
Practice C.A.R.E.ing this Fall and watch the momentum build for your business.
Connection: True connection with another human being takes effort and hard work. This is the first step in establishing a genuine relationship with a potential customer or anyone for that matter. It is a real connection to a customer that will not only create one sale, but multiples and ultimately a relationship for life. Whether this potential customer is online or standing in your dealership you need to make the effort and do the work to create a genuine connection.
Appreciation: Connection continues to grow with appreciation and respect. As we make an effort and work towards establishing a relationship, we need to appreciate our differences and respect our potential customers for what inspires them. Not everyone is like us. We cannot project our wants and needs onto others simply because of our experience. For instance, just because we believe that the surf wave is the most powerful reason to buy a Centurion boat, doesn’t mean that is everyone’s trigger for the sale. We need to appreciate the fact that some customers’ reasons to buy could be opposite from our own.
Responsiveness: We need to seek first to understand, but once we do have that appreciation we need to act. We need to respond as quickly, completely and consistently as possible. For instance, if you don’t have all of the answers to share with a prospect, commit to finding them and responding back as soon as possible. Responsiveness builds trust and without it the relationship is built on a superficial foundation that will crumble at the first challenge.
Enthusiasm: Sales have often been called “the transfer of enthusiasm.” The more you believe in what you are selling, especially your dealership, the more contagious the enthusiasm is to your potential customer. They will pick up on your enthusiasm and act on it. Your belief in your products should be demonstrated at every opportunity, but in an authentic way. For example, when you are touring a potential customer around your dealership take the time to engage them with other employees. Point out the benefits that those individuals bring to your dealership. This approach will show your enthusiasm for your team as well as show the prospect the benefit they will receive from buying a Centurion or Supreme from you.
C.A.R.E.ing is remarkable. Your customers will notice the amount of caring you illustrate and they will tell their friends. C.A.R.E. is another way you can manufacture momentum in your dealership.
Amy Mauzy
VP Marketing and Brand Direction