Has how to look after customers in automotive retail really changed?

Quite a few years ago (OK 25+ to be nearer the truth and I think the cars have definitely aged better than me!) the dealership I first represented upon joining the madness that is the motor trade was recognised as Dealer of the Year UK by Mercedes-Benz. The reward? - we were wined and dined by the MD of MBUK at a rather posh silver service restaurant.

Being a lot, lot younger and very naive I didn’t recognise the MD’s deliberate ploy of getting us all into, shall we say, relaxed mode with the help of a decent red wine. At which point the MD stopped the flow of said wine and began to quiz us all as to what made us different, how had we beaten the ‘big boys’ and been able to meet all the criteria to make DoY.

Despite the potential impairment caused by red wine each one of us present was able to articulate pretty much the same answer – quite simply we cared massively about anyone who took time to interact with us, worked hard not to miss an enquiry, shared information across the business, took it personally if and when we got it wrong and always, always listened to what our customers wanted and did our level best to deliver.

Have things changed that much?

Recently, I posted a blog (link here   https://www.r7synergy.com/post/giving-customers-what-they-want-when-they-want-it)  about how many customers, especially those interested in EVs, hesitate to visit dealerships for fear of being pressured into a commitment before they’re ready. But this isn’t just an EV issue—it’s a broader industry challenge.

So, what’s different today? In essence, the fundamentals of great customer care remain the same: listen to customers and meet them where they are. However, the landscape has certainly evolved with:

The digital age and omnichannel enquiry sources

The rise of new energy vehicles

Increased compliance and oversight

Additional operational costs

New market entrants

It’s no secret either that sales teams are always under pressure to hit a number – I can’t remember the last time a target went down, that’s for sure!

With all of this happening the temptation is to focus on those enquiries that are looking to buy in an immediate timeframe or try to move people along the sales funnel before they’re ready.

In turn customer information may not get recorded properly, or indeed at all. Managers are too stretched to track leads properly and online, telephone and email enquiries don’t get the right encouragement to make the next step.

The consequences of getting it wrong

When customer interactions aren’t handled properly, the impact is clear:

❌ Missed opportunities—Failing to meet customers where they are in their journey risks losing their trust and business.

❌ Increased distress sales—To hit numbers, dealerships resort to heavy discounting and higher marketing spend to compensate.

What Happens When We Get It Right?

✅ Every enquiry is known about & recorded - we truly listen to customers and we get the important information to be able to assist them

✅ We engage fully without rushing the sale.

✅ Managers have visibility on lead performance and key KPIs.

✅ We’re authentic, valuing all enquiries.

By doing this then we will reap the benefits ....

✅a strong pipeline of prospects

✅ increased conversion rates

✅ higher PPU

✅ improved loyalty & advocacy

✅more effective use of marketing spend

Every time you read an article related to the motor trade right now the overwhelming sentiment is one of decreasing loyalty by customers – to both brand and business. So, more than ever, taking care of every enquiry properly has to be a must!

As ever I would love your thoughts -and if you want to optimise your lead management and build a strong pipeline of engaged customers, let’s talk. I’d love to help you unlock more opportunities and maximise your dealership’s success.