Which Wing on an Airplane is most Important? (3 of 3)

Total 'customer-focused' business strategies
     Every customer touch point has to have the customers intrest in mind. Starting with developing customer focused business strategies (also known as the step we most want to avoid, because it's all about planning). Who has the time and patience for planning?
Any store that wants to be successful, that's who.
      The object of planning customer focused business strategies is to find win-win opportunities with customers. Do more that benefits them so, they'll do more that benefits us, like buy more from us an stay with us. The "customer relationship development" planning approach is relatively simple. Put yourself in your customers' shoes. See through their eyes. Discover what at they want and how they wish to be treated. Even anticipate what they don't want yet, but will. And when you've done that,
you'll be ready to identify the best mutual opportunities for your customers and your dealership. Then, you can prioritize these opportunities, pick the best and put them into play. Obviously, there's a little more to it than that, but thats the gist of it.
      You always have to be looking for improvements in the way you do business. Your store must become customer focused, professional and do the little extraordinary tings that the ordinary dealerships are not willing to do. Remember, you want to develop
loyal customers not just satisfied customers. A loyal customer deserves all the elements that go into a wife/husband relationship, like remembering special occasions, respect, good communications, notes, cards, phone calls, listening, caring, gifts of perceived value, etc. A satisfied customer remains satisfied-for around 90-120 days, then as the invoices keep coming in they may become dissatisfied if they are not shown continued appreciation from the dealership. So, regularly love on them by staying in touch to maintain the development of this important relationship.

Solid: and: consistently maintained processes.
     In orderfor a store to grow, it must have a top down approach to adhering to solid process skills before they can grow their people or the store. And, this applies not only to sales but service, parts and administration.

Taken from 18 Dealer May 2012 Dealer-magazine.com Chuck Barker