Skip to main content

Top ideas to tick off customers

Would you like to lose some customers? Perhaps I can help. If you’d like to watch a customer’s face turn red and smoke come from his ears, here are three surefire suggestions that will likely have him heading out the door at warp speed to the dealer down the street:

1. This is one of my favorites. Just tell the customer: “There’s nothing we can do for you.” This response is quite effective because the truth is there’s always something you can do for every customer regardless of the problem. Moreover, the customer comes in believing you can. So when you blow him off like this, you can be pretty certain you won’t see him again. On the other hand, all employees could be instructed to always find a way to help a customer, no matter what.

2. Here’s a gem that guarantees you’ll see the customer’s back. Tell him: “Your problem is the manufacturer’s fault.” Now, I recognize this can often be true in our industry. Sadly, I know many dealers that have had to do a lot of extra work getting a boat ready for sale because the builder clearly failed to do the job right in the first place. That said, however, remember the customer gave you his money. He has no relationship or connection to the builder. You are the only one he expects to solve his problem.

3. Ever had this happen to you? You go to a store to get a problem resolved, the employee behind the counter says they can’t change anything for you and then utters those four fighting words: “Sorry, that’s our policy.” Remember feeling challenged? Cut off? Ready to attack? To the customer, such a statement is tantamount to saying: “We don’t care about your problem, we don’t want to hear about it anymore and that’s final.” I rank these the four greatest words you could use if you want to lose a customer.

Conversely, since keeping our current customers is more important than ever to the success of our dealerships, all employees should be cautioned about ever uttering any of these three big blow-offs. In fact, these three responses should literally be banned from the vocabulary of every member of the dealership team. Failing to find a way to satisfy every customer in one way or another should be the only policy these days.

Related

1_ABA

ABA Celebrates 30 Years

The America Boatbuilders Association was founded in 1992 with the objective of collectively buying engines, raw materials and manufactured products at better prices.

1_YEARGIN

Who, Not How

Sometimes, to solve a tough problem, you need to get a different person in the room.

1_WHALESACTION

NMMA: Proposed Speed Rule an ‘Existential Threat’ to Industry

The association is calling on every marine brand, employee and boat owner to file public comment by Oct. 31 over a sweeping regulation to protect North Atlantic right whales.

1_AXOPAR

Axopar and Nimbus Renew Agreement

The boatbuilders have entered an agreement whereby Nimbus Group will retain exclusive rights to sell Axopar boats on the Swedish market.

1_IAN

Hurricane Ian Leaves Devastation in Florida

The storm left a wide swath of destruction, heavily impacting marine interests from Tampa Bay to Marco Island.

Norm

Email Is Your Ticket to Holiday Sales

Developing an effective email campaign can bolster sales and help fill winter coffers at your dealership.

1_NMRA

NMRA Presents Annual Awards

Edson CEO Will Keene and ComMar Sales president Tim Conroy were recognized for their contributions to the marine industry.

1_ PULSE.PING.2

DEALERS: Are Interest Rates Impacting Demand?

This month’s Pulse Report survey asks dealers whether interest rate increases are causing a downturn in boat sales. Take the survey here.

1_EPROPULSION

EPropulsion, Mack Boring Partner with Crest

Pontoon builder Crest will use an ePropulsion Navy 3.0 Evo electric outboard motor and an E175 battery for its 2023 Current model.