Auto Dealership Process Tips: Auto Dealership Surveys

Your auto dealership made another sale today. Congratulations. The customer was extremely excited as he drove the brand new car off the lot. You were proud of your sales team, and you proudly let them know how happy you were with the job they have done. While you did just sell a vehicle, did you actually have a successful sale transaction from the beginning of the process to the end of the process?

The customer may have been happy with the vehicle he purchased, but was he happy with the entire transaction? Did a member of your sales team say something that upset the customer? Was your salesman condescending? Was the customer talked into buying something extra that he really did not want?

Smiling at customers and shaking their hands is not what you want to base having a successful sale on. You have to put in a little more work. After the customer has left your dealership, you should still have some work to put in.

If you want to reach out to someone who has just purchased a vehicle from you, one of the best ways to do this is to send them a survey. A survey is a great way to get feedback and opinions from customers. You will be able to gather opinions about your dealership, your management, your sales team, marketing, etc. Many customers are not comfortable saying how they really feel in person, but they will be more than willing to share their opinions on paper.

A survey of your dealership will give customers the time to think about their experience and leave honest answers without feeling like they should keep their opinions to themselves. The feedback, whether good or bad, will significantly help you moving forward. You will know what customers have problems with, what you need to improve, and what areas you have success in.

As you are creating the surveys to send to your customers, one of the things you will need to do is walk in the customers’ shoes for a few minutes. What type of vehicle did they just purchase? How did they feel when making the purchase? You should consider surveys you have taken, and this will help you determine how long your surveys should take customers to finish.

You want your customers to be able to express themselves in the best way they can. You may not want to include questions that will ask them to choose a number on a rating scale because those type of questions are not always easy to answer. When you ask your questions, you do not want your questions to leave room for biased answers.

You do not want to lead your customers into leaving an answer that will result in you having a better review. You do not want to make your customers feel like they have to leave you a perfect review based on the way you worded your questions.

Your questions should cover every aspect of your dealership. When you cover every department of your dealership, you may be surprised at some of the things that your customers noticed. Here are some questions you should include in your survey?

  • What is the name of the salesperson who assisted you?
  • How did you learn about our auto dealership?
  • What was your first point of contact with our dealership?
  • How was the first point of contact with our dealership?
  • Did you feel welcomed by our staff?
  • How did you feel during your buying experience?
  • Were your questions answered thoroughly?

When customers complete your survey, they are helping your dealership. After they have submitted the survey, you should make sure that you thank them. If you would like more auto dealership tips, do not hesitate to contact us.

Author: Pete Maclnnis

Author Bio: Pete brings over 37 years of experience in automotive finance and technology as Founder and CEO of eLEND Solutions.  Founded in 2003 as DealerCentric, eLEND Solutions is an automotive FinTech company specializing in online and in-store digital credit, identity and finance solutions designed to create a more efficient and profitable vehicle purchase process for the retail automotive industry. 

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