Have you ever been invited to a party by a friend? One located at someone else’s place you did not know. Where you wouldn’t know anyone else besides your friend, but they convinced you to accompany them because it would be a good time? How well that went likely was determined by a simple action from your friend. One that can similarly improve the guest experience in a showroom.
When you went to this party, and, let’s face it, unless you are unlikable, surely you’ve experienced this, how you were received often depended upon whether or not you were presented. Typically there are only five outcomes you can have:
- You go in, don’t know anyone, so you take it upon yourself to introduce yourself to others. Paving your own path. This can be a success or an utter failure.
- Your friend brings you into the party, sits you down, and spends all night personally entertaining you, making the experience solely about the two of you. The conversation might be great, but the party? Well, you’d look at that as a dud.
- Your “friend” is on their own journey that night, leaves you to fend for yourself, and you take in the festivities as nothing more than a voyeur before you get up and leave, feeling as if you never were appreciated for being there in the first place.
- Your friend walks you around and introduces each and every person by their name to you. “This is Devon. Devon is the (insert context here).” Devon shakes your hand and says nice to meet you. (In this scenario, everyone else is more important than you.)
- Your friend introduces you first to others at the party, as if you are the belle of the ball. “Tony, I NEED you to meet (your name). He/She is awesome.” Again, this is the one that works best. It proves you are wanted and your presence is appreciated.
Think about the guest experience at your dealership. Are you introducing your team members to them, or them to your team members? Who is being presented to be more important.
“This is my Sales Manager, Justin.”
“This is my Finance Manager, Ashton.”
“This is your Service Advisor, Hannah.”
In each of these instances, it makes them the star, and not the most important person in the room. The customer. Instead, to improve the guest experience, consider being proud to show off the customer you’re working with. Make them feel special.
“Justin, I want you to meet the Cranes who are here to see that beautiful 4Runner Limited.”
“Ashton, I’m excited to introduce you to Mrs. Richardson who is purchasing that pearl white Equinox. Make sure to take care of her, as I know you will.”
“This is Mr. Whitehead, Hannah. I’ll be scheduling his first oil change today so when he brings in his new GLC for his first service, I want to make sure you take care of him.”
Think of how it feels to get shown off. It’s like you’re the star. You are the reason the entire dealership exists, rather than the dealership simply existing and you’re just one of many to frequent it.
Want to go one step further? Stop worried about being skated by fellow salespeople and introduce your customers to them as if they’re a prize. “These are the Baileys. They’re here to purchase that black-on-black Silverado that just arrived!” Think of how that would feel to the customer? It makes them feel popular. As if you are their friend, walking them through a party where they know no one, and yet you are showing them off. It’s a great feeling, both for you, and the guest. Something as simple as the way you introduce them to others first can have a profound impact on the guest experience. It is an easy habit to develop, and one that makes you look like the host with the most.
