Every customer starts at 100 per cent Admin In the Media (0) This is a topic that I don’t feel I will ever let go until the time comes that dealerships stop unconsciously giving customers reasons why not to purchase from them. It may sound a tad crazy but when you start to analysis why the majority of people that make contact with you each month, don’t buy from you, then you begin to realise how they may be influenced.When a customer first makes contact with your dealership you have a 100 per cent opportunity that they will purchase from you. However you can erode this chance early on if you are not careful.The old terminology of tyre kickers, and buyers are liars, needs to be buried once and for all. The reality is that ALL of your prospective customers ARE buyers in some way shape or form, and whether that is buying today, tomorrow, next week or next month, they are still buyers. When that new customer makes contact with you about a car you have advertised, every little micro moment, from here on in, either keeps your chances up at 100 per cent, or starts to slowly reduce through the experience you deliver to them. Whatever it is you do online with email, and on the phone, will determine what your starting point is when they visit your dealership to view and test drive.Remember, it’s very likely this customer is only going to test drive one other vehicle, from one other dealership. That means you not only have the opportunity to make the sale, you also have all the power to reduce your chances of success, and not make the sale.By the time the customer arrives at your dealership you may be still at 100 per cent chance of success, or due to failure to answer any phones calls, or seemed somewhat vague in your email response when answering questions about the car, your chances may have already reduced.The next phase is where dealership presentation comes in, starting with finding your dealership and then being able to easily park in your dealership. Remember if you start making things hard, you start reducing the opportunity.Keep in mind everything the customer sees and experiences contributes towards them either positively or negatively. Erode enough positive then you have done a great job at giving them every reason to go and buy from somewhere else.Have a think about all of those customers that didn’t buy from you last month – and you never hear from again. Unfortunately for you they purchased somewhere else, and the chances are you don’t even know why. Any negative experiences that are introduced on their buying journey gives them more reason to focus on price, and getting a discount, as you haven’t delivered a value added experience that makes a positive difference. Worse yet you lose the sale altogether.I can give a summary of a real life example that took place with a close friend of mine recently in April:He had recently moved back from overseas and had to purchase a car on the coming weekend. He needed a vehicle fast, and knew what he wanted.He had narrowed his search down to three similar cars at three dealerships.Each dealership was contacted to discuss the vehicle in question and to advise that he would be coming in on Saturday between a specific time to view and test drive the vehicle.On arrival at the first dealership the vehicle he had enquired about was sitting in the entrance way to the small indoor showroom freshly groomed and presented to him to view. The cars presentation was immaculate and was ready to test drive. Following that he still wanted to view the other cars he had decided on.On arrival at other two dealerships, he had to make an effort to get some attention and the vehicles where not ready to be test driven due to fuel lights being on, one had a flat battery and was jammed behind several other cars. To make it worse they were also a bit dirty and not as nicely presented as the first car at the first dealership. This presentation and regard shown towards his desire to buy started to make his decision much easier. The least clean vehicle had him trying hard to look for any faults/damage on the vehicle as it naturally encouraged him to do so from the way in which it was presented.Despite the vehicles being similar in value with price not being the only influencer in his decision, he went back to the first dealership where he was not only presented with a clean, tidy and ready to drive vehicle, it was where he felt his business was respected. So the decision to purchase from this dealership was easy.The value of this missed opportunity by the second and third dealerships, was not only one sale, but once showing his new vehicle to his Father and a friend they both went and purchased vehicles from the same first dealership.Get the total experience you provide your customer right, first and foremost. That way the more you attract through advertising and marketing, the more you will sell to, and the less you will push away to buy somewhere else.