Sy Syms coined the slogan “An educated consumer is our best customer” in a 1974 TV commercial and now more than ever this statement rings true. With the immediacy of information, right and wrong, available online today, your customer is coming in with information.
The right and wrong are what is of concern to you in the dealership. The internet is full of people spouting off information but how much of it is correct? How much comes directly from the horse’s mouth? The manufacturers and distributors. Wrong information is detrimental to your business. You and your staff make suggestions based upon your education in the industry. From the correct fit on a helmet or gear to the recommendation for maintenance work contradictory information online costs you the sale and more importantly undermines your expertise and business.
With that in mind, I give you this week’s quick tip.
Educate your Customer
You can do this by hosting an education night. Invite your distributor and/or manufacturers reps to represent their products and provide knowledge to your customer base. Think of it as a mini trade show or open house, but one with teaching as the goal. Customer education that is consistent with the education of your staff will lead to sales.
By providing your customer the right information, you’ll position your dealership as the go-to place for knowledge and intelligence. It is a benefit that separates you from the online retailer.
There are many ways you can do an event like this. You can position it before an evening ride or take advantage of downtime in the fall and winter to host larger scale events. Simple refreshments and small prizes for those that participate in the conversation keep people in your store longer, ultimately leading to sales.
Here are a couple of suggestions for a theme:
- Helmet Night – Getting the right fit and why that’s important.
- Lubrication and Oil Night- this is voodoo to most people. Your chance to educate.
- Technology Night – with all of the new gadgets available today, how much does everyone know.
- Gear Night – Why shorts and flip-flops are the wrong choice for on the street.
- Beginning Rider Night – Educate the new members of the community. Become their dealer.
What other nights can you think of? Let me know.
So that’s this week’s Quick Tip, give it a shot and let me know how it works.
As always the ideas expressed above are my own, and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your business plan before implementing them.
Share