Hiring friendly, knowledgeable and honest staff is the most effective thing a bookie can do to win customers over.
The 2022 Survey of electric driving dealers pointed out that while agents are heavily focused on process, high-quality premises, and building compelling deals, it is the people they hire who make the most of the difference.
The survey asked drivers to give feedback on the dealers they bought their cars from, asking about both retail and aftermarket sales. Areas covered include showroom and workshop facilities, employee courtesy and communication, deal deals, quality of workmanship and more.
This independent research allows drivers to give an honest opinion about their experience, knowing brands will be paying attention and seeing where they’ve done well, along with where they need improvement.
While standards were revealed to be high in this year’s survey, the key finding is that salesperson quality is more closely linked to overall performance than any other factor.
Steve Fowler, editor-in-chief of Auto Express, commented: “The old adage that people buy from people has been proven again and again by our findings on the importance that customers place on their employees. salespeople they like and trust.
“This latest Driver source Further research shows that there is no such thing as a bad brand, with little separation of customer quality reviews across multiple factors. But the close relationship between salesperson reviews and eventual brand rankings suggests that it is people, not process or even price, that power successful franchises. most public. “