Dealership marketing managers sometimes forget that so much goes into making a car sale. Sometimes it’s easy to forget the little things that are important to a customer – whether it’s a special promotion, a decorated showroom, or the attitude or attire of a sales person, buying a car is a big decision. Most customers don’t take the experience lightly, so presentation is absolutely everything.
Take for instance your sales person. The way a car salesman presents him or herself to a customer is everything. Naturally a neat, professional appearance makes all the difference, but there are varying degrees of appearance that affect a customer.
When you’re selling cars, automotive direct mail ads and special paper promotions aren’t what sell the car – the experience the customer has in your showroom ultimately sells a car. We all know that if a customer decides on a car, then walks into your showroom and gets terrible service, they’re probably not going to drive off your lot in that car.
One of the keys to giving effective service to customers is locking in salesperson appearance. Consider the following factors that affect your employees’ appearance:
Many dealerships provide monogrammed polo shirts or branded t-shirts to their sales staff. This has several effects on a potential customer.
One, it provides another way to showcase your branding, and uniformity among your staff. It’s also a no-brainer for employees when getting dressed for a shift. Many employees would rather have clothing provided that reflects your company name rather than be expected to buy dress clothes for work – provided attire just makes it easy, and also helps your employees show pride in your brand.
If you’re a smaller dealership, being able to afford branded clothing for your employees can be helpful to establishing your credibility as a big enough business to provide good service. You can also give extra tees to your customers as needed.
Sell to the Crowd
If you’re selling BMWs, you want your sales people to look refined, and dress up on the job. More casual car styles require a casual, comfortable appearance. Take a look at the kind of merchandise you’re selling and the way your lot looks. If you’re selling older, used cars, a three piece suit may not be necessary and may in fact turn off your customers.
Dressing to the merchandise helps build trust with your potential customers, and provides uniformity for the brand you’re selling. Remember that every part of what you do and how you appear to a customer – from greeting the customer to attire to promotional materials you give away – has an effect on whether or not that customer will buy from you. For this reason, it always pays to make sure your staff dresses the part – whether you’re operating a luxury car dealership or advertising for an older used car lot.