Is Your Customer King? BY JASON RASTI, EXECUTIVE VICE PRESIDENT, THE LDS GROUP M y first day on the sales floor at the age of 22 was probably like most. “Sit in this office, listen to Jackie Cooper tapes and DON’T SPEAK TO ANYONE!” In the days that followed, I was inundated with best practices from the veteran “closers” who were circling like hungry sharks waiting to take half of my first car deal! I received a lot of “advice” in the beginning, but one piece that stuck with me was the old cliché, “The customer is king.” We have all heard this, and many of us have used this in training, but what does this really mean? I think most of us would say it means, “Treat your customers like royalty, roll out the red carpet and make them feel special.” Simple, right? CHASING EXCELLENCE Although the fundamentals of our business remain the same, consumer expectations have certainly changed. Today, we live in a world of Amazon, DoorDash and Venmo. Consumers want purchases to be fast, right and easy. In short, they seek excellence. Although an automotive transaction is more complex and much more expensive than an Amazon purchase, excellence is now our standard. For decades, the automotive industry dictated how the consumer was going to purchase a vehicle. We were certainly slower than other industries to streamline our process. This is not easy, considering how complex our transactions are. However, not long ago, we saw the consumers push back on the traditional process and demand something different. We were forced to change, become more transparent, provide more information on our websites, and use electronic menus and digital retail solutions. Companies like Carvana and CarMax were born, touting a more consumer-friendly experience. COVID happened. The pendulum swung heavily back in our favor. Profits were high, the business was easy, and processes got sloppy! Today, inventory is back to full capacity, OEMs are chasing market share, and dealers are forced to hit their volume incentives. The consumer is going to control the process now more than ever before. Are you ready? LEVEL UP YOUR CUSTOMER EXPERIENCE The First Touch Has To Be First Class! Does your website represent your business well? Does it tell your story? Is it easy to navigate? Are you providing the consumer with the information they want? Who is the first 14
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