Your Business Through Customer's Eyes

Your Business Through Customer's Eyes
Date Created: 2009-03-26

Author: Jim Stark, Valterra Products

It is sometimes very difficult to see things as others may see them. This is especially true of familiar things we see and live with every day. Somehow, our own dirt and disorder not only seems to disappear, it can almost become a comfort and make us feel more at home. In a retail environment, this can have a huge impact on both sales and profits! It may be time to put on your "customer hat" and take a fresh look at your business.

We suggest that the next time you drive onto your lot, you do just exactly that. Try to look at your business from a new customer's point of view. Is the parking lot neat and clean? Are there convenient parking spaces available? Are the various departments of your business clearly marked? Can you easily determine where the sales, service and parts departments are located?

Once inside, are the floors clean? How is the lighting? Is the area inside the entrance inviting? As for the store, does the product look organized, or does it appear to be just jammed on the shelves? Is the product clean, or does it have so much dust on it that you don't want to pick it up? Are the product category sections clearly marked? Is the sales counter clean and orderly, or is it covered up by catalogs and paperwork?

House keeping chores need to be just as much a daily priority as counting the money from the day's receipts. Everyone in your business needs to be involved and encouraged to take the time to look at their work area from the customer's perspective. The success of your business depends on it.

This is the first of a series of articles designed to provide suggestions to improve the profitability and growth of your dealership. While not rocket science, these suggestions are simply reminders, many of which you may already be aware of, but that are easily forgotten in the heat of battle. We hope that you find them useful.