As with any industry, motor traders have to deal with difficult customers, whether it is suppliers, people buying or selling vehicles, or those having them serviced and repaired.
Some might have a legitimate complaint about something that has gone wrong. Others might have unrealistic expectations about a sale or service, while there are those who will simply try to squeeze the most out of every transaction.
Understand their needs
The motor trade is not just about selling vehicles. It is about building relationships with customers to ensure they return for services, repairs and any future purchases.
The first step is the most important — understanding what they want.
A vehicle is a huge investment and costly repairs or replacements can put a strain on people’s finances, as well as the practical difficulty of being without transport.
There is almost nothing on a vehicle that cannot be fixed or replaced — it all depends on how much someone is willing to spend and how long it will take.
A customer who needs their car to ferry around the family will feel the pressure of being without a vehicle as much as a professional driver who relies on it to earn a living.
Price is often the sticking point and by discussing the situation with them, you might agree to carry out the essential repairs now and revisit others in future, helping get the car back on the road without breaking the bank.
This could even open doors to other opportunities. Handled sensitively and with empathy, what started out as a potential disagreement might turn into the sale of a replacement vehicle.
Stay professional
Worrying about money and vehicles can be stressful and people have different tastes, values, expectations and experiences which determine how they react.
As a motor trader, you know your business and the industry. You know the cost of vehicles, parts and services, other expenses such as motor trade insurance, and how far you can go to accommodate a customer.
Customers might come in and turn on the charm to get a better deal or lose their temper if things don’t go their way.
Whatever you are faced with, it is vital that you remain calm and professional. If you have reached a point where you feel negotiations can’t go any further, remain firm but polite and professional.
Listening to and understanding their position — as well as offering solutions — is far more productive than getting into a heated debate, especially in front of other customers.
At some point, they need their vehicle, or another vehicle and, even if they do not agree with your position, are more likely to come back to you if they feel you have genuinely tried to help, rather than just saying no to them.
Be clear and upfront
The motor trade is an expensive business and, as prices for components and servicing continue to rise, customers are feeling the pressure.
After service and warranties have become more important than ever, especially with electric vehicles and advances in technology.
When something goes wrong, it is usually expensive and it is important that customers are clear who is responsible for what.
Their first port of call is usually to the dealership they bought the vehicle from and it can be frustrating not to have the situation resolved quickly. Depending on the issue, it might be something that requires the manufacturer’s involvement, or a part which will take time to arrive.
While these are issues beyond the control of the motor trader, for the customer, they are the face of the brand.
It is important to get the vehicle inspected quickly and clearly explain what needs to be done, how much it will cost and how long it will take.
Keeping in touch with updates on repairs is vital, as well as following up afterwards to ensure they are happy with the service they have received.
Honesty is the best policy
Being upfront with customers is the best way to build relationships with them. Knowing they can trust you means they are more likely to return in future, as well as recommending you to family and friends.
And a well-handled complaint can actually do more to cement customer-dealer relations than an uneventful transaction that went smoothly.
By listening to them, understanding their needs, and then addressing them, they go away with a more positive experience which demonstrates the effort you are willing to put in to meet their requirements.
You can’t please everyone, but making the effort goes a long way.
