Aftersales departments need to concentrate on building trust to secure long term profitability, according to Richard Beevers, director of Customer Plus.
The company, which delivers customer satisfaction programmes for a range of retailers including Ford Retail’s Moments of Truth training programme, believes dealers should be focusing on developing trust particularly in a fast-moving communications world where good and bad experiences can be shared with a massive social network within seconds.
Beevers will be the keynote speaker at AM’s Aftersales Conference at the Hilton Hotel, located in the complex of the newly opened national football training centre St George’s Park in Burton on Trent, East Midlands on April 24, 2013. He thinks dealers should put the notions of closing the deal and upselling to one side and concentrate on delivering an exceptional experience.
With its culture of upselling, aftersales personnel have to work even harder to achieve a good balance between making additional sales and benefitting the consumer – as soon as a consumer has even an inkling they are being ‘ripped off’, they’ll take their business elsewhere, argued Beevers.
Upselling can prove to be a trust breaker in a heartbeat but equally if customers believe the product they are offered is beneficial, it can lead to an even more positive retail experience.
“It’s very simple; if dealership aftersales staff behave properly and don’t use their knowledge to disadvantage the customer, trust will follow,” commented Beevers. “There’s sometimes a belief that acting unethically leads to profitability and behaving ethically is unprofitable. In fact, the opposite is true.
“You only have to look at the recent horse meat scandal and the breast implant problems raised in 2012 to see that behaving unethically can cost companies millions of pounds.”
Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale. To book, please contact Nicola Baxter on 01733 468289, email firstname.lastname@example.org or visit www.aftersalesconference.co.uk