The Auto Industry is changing by the day and its quickly becoming a sink or swim situation for most dealerships. And in order to stay afloat, you’ve got to follow the money. Simply put, look to see where consumers are spending. It’s not buying new cars but it is in the service drive. No matter how severely car sales drop, people still need to get around. And whether it’s in your own car or using a ride-share, these cars still need to be serviced.
To dig a little deeper, I had Lisa Copeland on the show. She received “The Walter P. Chrysler” Award for sales and service excellence, was named one of the Five Most Powerful Women in Austin by the Austin Business Journal, broke the sales record at Fiat for selling 100 brand new Fiat 500s in a month and is the co-author of Crushing Mediocrity. She has made it her mission to get more people in the service drive and to keep them coming back by looking at things a little differently.
Lisa got her first job at a dealership while in college. She quickly realized that not only are there very few women working in the automotive world but that they are totally underserved – women don’t buy cars – and she could see why. She became determined to cater to female clients as well as minorities and millennials. Her MO was simple, make the car shopping experience as pleasant and exciting as shopping for shoes. By following the money to see who is spending where and applying her customer-focused philosophy, Lisa has been able to stay relevant in an industry that is quickly becoming dominated by ride sharing and car subscription services. She believes that if you can change your approach to cater to female clients as well as hire more women in the service drive, you’ll see a huge jump in profits.
I couldn’t agree more. Female clients are unbelievably loyal and will send you tons of referrals. Take the time to make their experience better by understanding where they are coming from and I promise you’ll have a customer for life.