By Christopher Kourtakis, director of sales and marketing, 360° Industry Solutions — A couple of weeks ago, I took my family for the first time to see Mickey Mouse in Orlando. It had been a few years since I had been there and it was the first time my kids were going, so everyone was pretty excited.
Throughout that week I was amazed at how perfect everything was and that you never saw a maintenance person working on the grounds or even cutting the grass. I was even more surprised at how Disney gets away with charging $12.00 for a hot dog and $6.95 for a fountain drink. Seriously, we all know what a hot dog, cup and fountain pop costs, yet everyone lined up to pay top price for anything and everything in the park.
Looking at the lines and the prices got me thinking about SeeDealerCost.com. Yes, they provide the potential client with an idea of what the dealer paid for the boat, but in the end, the deal is signed because of the level of service that the customer received from the dealership, not because of the price. Don’t get me wrong, price is a factor, but not as much of a factor for someone who wants to own that specific boat and is looking for a dealership with a good reputation that they can trust to sell them a good boat, service the boat and finally take care of them when they need help.
Everyone in line at Disney knew what the cost of the food was, but they still got in line and paid the price. This is no different than someone who uses SeeDealerCost.com, goes to a dealership and then buys the boat. In the end, it is all about the experience. It is about seeing the smiles on the faces of their family members. As time goes on, the customer will forget about the cost of everything and enjoy the memories and the moments that they share with their families on the boat that you sold and will maintain for them.
If a dealership can;
- Anticipate what the customer wants
- Make all of their dreams come true
- Make their experience better than they imagined
Then the dealer will have a customer for life and that customer will not care what they pay for the experience. Why can’t every dealership be like Walt Disney World? We have the tools, the resources and the knowledge. All they have to do is implement and use them every day.