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Welcome to the Tip of the Day, I’m Becky Chernek

And I’m Ted Ings for CPI.

Today’s Tip – F&I:

Meet the Customer on Their Terms

For many years I have trained the benefit of meeting the customer for the first time at the salesperson’s desk. Today’s touchpoint starts earlier – by engaging with the customer online at the dealership website.

Doing business the “customer way” speeds the entire delivery process – and when you do it, results in higher CSI and can increase profits by as much as $200 per vehicle.

By meeting the customer on their terms, it helps to build trust and rapport, and assures the transaction is complete. It also helps you to ascertain the products that will bring the customer the most value – and you want to offer products based on the customer needs, not yours!

When I meet with the customer for the first time, I want to build credibility and create awareness early on in the process. If they don’t trust – they don’t buy.

Where’s the touchpoint? It starts online. Our customers demand transparency and are more sophisticated than ever before. Look around: Disruptors are already changing the way we do business. Carvana, Vroom, Echo Park, CarMax and others.

Start meeting the customer on their terms. Think outside the box and you’ll notice a difference in profits and customer satisfaction.

And that’s the Tip of the Day

CPI and Chernek Consulting work together to provide a seamless training experience for your organization. Call us today at (212) 763-0016 to discover how we can help. Thanks for watching.