Secrets Of Customer Behavior

Most consumer-facing businesses would agree - it's always nice to gain a little insight into why customers act in certain ways, or make one decision over another, or show any other multitude of behaviors - isn't it? Wouldn't you like to know more about what your customers are thinking?

Today we are providing a few "secrets" of customer behavior - items that customers themselves likely do not even realize. Use these as you may to connect with customers on a more efficient level and turn more leads into sales.

First and foremost, we have mentioned this before and will likely discuss it again: Emotions fuel connections. When your dealership sales staff is able to appeal to a customer's problems and needs, it creates trust. A customer who trusts your business and believes you can provide them with a solution to their problem is way more likely to give you their business.

It's simple! People want empathy for the problem they are having (example, their bike is outdated and they need a new one in time for a group ride event coming up) and not only do they want you to provide a solution for them, they also want you to make them feel good about it. If you are able to accomplish both of these objectives, you're on your way to gaining and maintaining a new long-term customer.

The type of attention you give to your customers matters. Of course you'll pay attention to them when they first enter your dealership - you'll greet them, find out what they're looking for, ask them if they need any help. But it goes beyond that. Customers want to be acknowledged for their individual needs, and in order for that to happen you need to understand them. Really listen and treat every customer as an individual. When you are working with them one on one, give your full attention to their story and their needs, and make them feel as if they are the ONLY customer you have. Because at that moment in time, they are! Close the deal, send the customer home happy, and allow yourself to be rewarded for it!

Many customers may THINK they want a lot of options, but in reality they don't. The experience of buying a new unit will be more positive and enjoyable for them if the decision-making is easy, and you can help make that happen. Have you ever walked into a store looking for a birthday gift for your spouse? There are too many options for you to choose from, and it's stressful - then a salesperson approaches you. They ask you what your spouse's interests are or what their favorite color is, and immediately find something that is perfect. Same idea here. Wouldn't it be nice for your customers if you could eliminate the stress in having to debate and choose? All you have to do is really listen and understand what the customer is needing (see above!) and give it to them.

Customers want to feel validated in the needs that they have. They have thoughts and opinions, and they want you to listen to them and respect them. This is especially true when customers have negative feedback about one of your units or about your dealership. In this case, a solution should be offered in order to resolve their problem or complaint, in addition to a promise that the mistake won't be repeated. Proactively handling negative feedback is so important to customer retention. And not only is customer retention crucial to your bottom line - it becomes even more so in the age of social media and online communities. There is nothing like a very upset customer whose issue is not resolved to damage your dealership's reputation online.

Last but not least, although it may sound obvious - customers want you to MEET and EXCEED their expectations. This is how you cultivate life-long customers. Make it your goal with each person who walks through your dealership's doors to help them leave feeling happy and fulfilled. Even if you don't have the unit they wanted or needed, deliver outstanding customer service by being kind and as helpful as possible. You never know when a customer might decide to come back, or recommend your services to a friend. When people are met with superior service, they remember it not only for their own benefit, but they will naturally want to share with others. Word of mouth is the #1 and BEST method of advertising, so make sure the buzz around your dealership sounds good!

Take these secrets & spill the beans with the rest of your dealership crew. Your customers are waiting!