GNYADA December 2016 Newsletter

Make the Most of Your Customer Waiting Area 14 AlliedMember Memo

games, the parents will direct their displeasure toward you. Use “Engagement Marketing” Engagement Marketing refers to using customer enthusiasm to regenerate sales. It entails capitalizing on moments in which the customer is most happy with the service you’ve provided and therefore most receptive to repeat business and making positive recommendations. To use engagement marketing in conjunction with good service, waiting areas should impress customers both at the beginning and the end of their visit. As they’re leaving the dealership, you’re inviting them to come back if they have future issues, and to generally stay in touch. It’s important to conduct this conversation in a comfortable and welcoming space. This article was provided by U.S. Coffee, Inc. As an Allied Member, U.S. Coffee offers their services to GNYADA members at a 20% discount. Their flavor assortments and user- friendly equipment aim to make dealership guests feel welcome, unintimidated and cared for during their visit.

cleanliness, seat choices, furniture arrangement, and amenities such as a good cup of coffee or a tasty snack while waiting. Don’t overlook the importance of filling the room with good scents, either — remember, the waiting area might be separated from the service shop by just a lone door. Relaxing visuals go a long way, too — this can include plants, classical art, or ample windows (assuming a nice view on the other side). Offer Entertainment If you offer your waiting customers a choice of television or Wi-Fi, you’re likely satisfying their preferred method of entertainment. While television has been a waiting room mainstay for several decades, Wi-Fi is becoming increasingly expected by patrons. Wi-Fi enables people to basically recreate their own living room wherever they go, and you do not want your dealership to be an exception here. Don’t forget that many of your customers are stopping by your dealership in the course of their daily errands with their children in tow; if the kids can’t distract themselves with their usual online

Nobody loves waiting rooms; however, it’s a necessary evil and an important success factor in most service industries, including dealerships. A dealership can provide A+ technical and repair service, but if their waiting room earns an F, customers will remember their visits as merely average. Dealers can use the waiting room as an opportunity to soft-sell their customer-friendly business model and promote the dealership’s value. Here are four approaches to keep in mind: Send a message of attentiveness The impression of your waiting room can shape customers’ opinions of your business, early in their experience. You want them to understand that you’ve considered what their experience will be like. For this reason, it pays for you yourself to spend a little time in your waiting room, periodically. Is this a room you

would enjoy waiting in? Is it a comfortable temperature? Are restrooms close enough?

Sooth the senses Attention must be given to things like

Annual OSHA Seminar Environmental, Health & Safety Review 8:00am-10:00am Center for Automotive Education & Training 15-30 Petracca Place, Whitestone, NY 11357

Save the Date: February 7

GNYADA’s annual OSHA compliance seminar reveals smart solutions and preventative measures that will help your dealership maintain a safe working environment.

To register, contact Phyllis at PhyllisA@gnyada.com or 718.746.5900.

Greater New York Automobile Dealers Association • www.gnyada.com

The Newsletter • December 2016

10