RV dealerships can keep customers happy by identifying scenarios likely to lead to dissatisfaction. The next step is to come up with ways to address these scenarios. Here are a few reasons customers may find themselves unhappy and what RV dealerships can do to avoid them.
Feeling Like Salespeople Are Shady
One way to quickly alienate customers is for salespeople to confuse or mislead customers. This can happen in a variety of ways, such as a salesperson telling a customer not to worry about RV price. This dismisses what could be a customer’s top priority and implies that the dealership does not really care about the customer’s needs and wants. There are a few ways to address this issue:
- F&I managers and sales managers can hold training sessions to ensure that salespeople are on the same page as far as being clear and upfront with customers.
- The dealership culture should emphasize a culture of transparency if it does not already. Such moves start from the top and include treating everyone, including customers, fairly.
- The dealership website should clearly list how it determines RV pricing.
Another way that shadiness might be perceived is through scare tactics. For example, a salesperson could falsely state that a customer will not be able to get RV service unless he or she purchases the RV from the dealership. Again, sales staff should need to be trained on optimal customer approaches.
Being Turned Down for Financing
It’s natural for customers to be unhappy after learning they do not qualify for a loan from the dealership, especially if they’ve spent considerable time browsing for the right RV. Dealerships need to make it crystal clear what is necessary to obtain financing and also show empathy when a person does not qualify:
- The website and other marketing materials at the dealership must outline what is necessary to qualify for loans, including credit score ranges. The information should also explain options for loan term lengths and other criteria.
- F&I staff should work with customers whenever possible to explain how they might be able to qualify for financing in a few months or a few years — for example, coming up with a larger down payment. Above all, it’s important for staff to show that they understand customers’ pain and to not shove them out the door once it is apparent they will not qualify.
Feeling Rushed or Pressured
Whether the rushed feeling comes during the RV selection, financing process or post-purchase walk-through, rushed customers are often unhappy customers. Dealerships need to identify ways in which they may be rushing or pressuring customers and encourage staffers to slow down.