Employees are a crucial component of the dealership’s image. They are as important as the products and services offered, the interior and exterior facilities, as well as the company logos and brand.
Clear guidelines must be in place to this effect to insure that they are followed by everyone. First impressions (the most important), opinions and perceptions that customers have in regard to a business are often impacted by frontline personnel, as they are the initial point of contact for both regular and new customers. Although appearance and dress codes are important, attitude must be a key part of the welcoming process.
Whether during the sales process, maintenance visits, or while providing customer shuttle service, courtesy and respect will ultimately reflect the dealership’s notoriety, which is why it is important to instill a sense of pride and belonging among the workforce. Employees that feel involved in the business will deploy whatever effort is required to deliver outstanding service. Effective internal communication is the key to the overall sense of belonging, as it aims to inform and encourage employees to adhere to the values put forward by the organization. Upper management needs to quickly identify the image it wants the business to project while identifying the desired behaviour and results. These days, people are looking beyond the product or brand to find an atmosphere and image of excellence, which begins with the distinctive style, behaviour and professionalism displayed by dealership employees.