MT Awards: First impressions count when visiting a dealership

Motor Trader Awards judge Sue Baker believes first impressions are critically important when visiting dealerships

Work takes me to a lot of dealer showrooms, both as a motor industry and retail motor trade observer keeping tabs on the scene, and as a Motor Trader Awards roving judge travelling across the country to visit businesses and personnel shortlisted for the industry’s Oscars.

First impressions are so often a litmus for the way the rest of a visit pans out. Some sites with tricky car parking really benefit from having friendly, easy-mannered meet-and-greet staff members to assist anyone arriving and hunting an elusive space. How it’s done is crucial, with a soft touch of helpful suggestion, respectfully un-dictatorial.

Who’s on reception matters hugely, setting the tone for the rest of the visit. Some otherwise very well-run dealerships are let down by this. On arrival at some sites, I have waited while a vaguely disinterested receptionist finishes whatever else they’re doing – on a couple of occasions manipulating something on a mobile phone – before being greeted. Then my announcement of being there for an awards appraisal is like applying an electrical shock: instant enlivened action.

However elevated and impressive the premises, it’s always the people that make a dealership memorable, and observing the relationship between staff at different levels is very telling. If someone has been shortlisted for an award as best dealer principal or sales manager, it’s very informative to study the staff interaction as well as the business performance figures. That’s the customer perception too, and however grand the premises, it’s the quality of the people on the inside that drives success.

From the inside looking out, a car dealership is a welcoming place. Shiny cars, slick premises and smartly dressed staff buzzing with product knowledge all make for a busy, businesslike environment. From the outside looking in, there is often a different perspective. The peerless palaces of chic architecture that many manufacturers are now imposing on their retail partners can be somewhat intimidating edifices to enter for a casual browse.

Confident customers will make the most of a visit, perusing the cars and gathering information ready for a purchase at some stage.

But concern about a high-pressure environment and being bamboozled by a hard sell can act as a deterrent for others.

Huge viewing figures for television car shows confirm this country’s enduring enthusiasm, and although the 2018 tally of 2.36 million new cars sold was the lowest for five years, it is still a heck of a lot of vehicles. With over 44,600 new cars powering out onto the roads each week, you would expect dealerships to be absolutely buzzing. So why do you so rarely see a crowded showroom, apart from when dealers – sorry, partners – stage special events?

Inevitably the internet has a lot to do with it. Virtual showrooms have an ease and relaxation that any dealership, however savvy, would struggle to match. Browsing online, from the comfort of your own home or office, may lack the physical excitement of exploring a car in a showroom, but it also avoids the presence of hovering sales staff.

Yes, canny psychology has increasingly been applied to selling techniques, but even so, customer perception doesn’t necessarily tally with seller aspirations and targets. Freedom to browse, without pressure to buy, has shown up in car buyer surveys as one of the highest priorities for many. Although, to be fair, that’s a tough judgment call for sales staff to get right. If too much attention to a showroom visitor may seem like pressure, too little can appear like lazy disinterest.

It’s a fascinating, sometimes frustrating, but often inspiring insight into the best of the motor trade as well as a reminder of where others fall short.

Sue Baker is a freelance writer and contributor to Motor Trader