5 Post-Sale Experience Pitfalls
When it comes to selling vehicle service contracts, the experience your customers have with these F&I products is a direct related to their perception of your dealership. With this in mind, are you doing everything possible to make sure your customers know what they’re getting from their service contract?
Whether it’s hangups over contract language, included services or component coverage, your dealership’s reputation hangs in the balance over how well you prepare your customers for life with a service contract. To help you avoid mistakes of dealers past, we’ve highlighted five pitfalls that can cause the post-sale experience to go disastrously wrong.
Lack Of Training. For starters, you can’t properly educate your customers about the VSC they’re buying if you haven’t first educated yourself. If your VSC provider has simple tools like Virtual Training to help you know the ins and outs of the products you’re selling, it would be in your best interest to take advantage so you know important product features and benefits your customers should be aware of.
Lack Of Transparency. It’s not always intentional to skim over details. It’s easy to keep it to the essentials when a customer is anxious to get off the lot but is stuck in the F&I office. But being honest about what isn’t covered on certain coverage level is the right play in the long run. If you’re just looking to sell your customers the cheapest contract possible, you and your customers could be missing out – your customers missing out on more comprehensive coverage and you on the revenue opportunities that come from selling stronger coverage. Your reputation can suffer the most, though when a customer if caught off guard and stranded without the coverage they need during a breakdown.
Lack Of Education. There are certain common questions from customers that are better handled upfront. Things like policies around labor rates, after-market parts or cancellations are good starting points to begin educating your customers on important terms. Lean on your knowledge of your customers’ post-sale experiences to identify areas where customers could be better prepared in the event of a breakdown and the claims process.
Lack Of Self-Service Resources. It’s also good practice to show customers where they can find quick answers to common questions. If your service contract provider operates with your reputation in mind, it should have an online resource for customers to find shops, look up coverage and learn more about processes such as renewals, filing and claim and more.Lack Of Follow Up. Something as simple as a phone call or email to a past customer could go a long way toward addressing problems before they occur. A quick check-in could tip you off to questions about coverage or processes that you can answer before they become a problem down the road. You could even take the opportunity to inform them about helpful VSC info as a common courtesy. The worst thing for your dealership’s reputation could be an unprepared customer who experiences a breakdown and doesn’t know what to do next.