1. Market and Customer Orientation 

  • Customer Share vs. Market Share 
  • Customer Needs vs. Customer Wants 
  • Customer Profiles 
  • Key Account Marketing 
  • Target and Segmented Marketing 
  • Field Marketers or Retail Sales Consultants vs. Order Takers

2. Ability to Change 

  • Necessary Changes 
  • Focus on Profitability rather than Market Share  
  • Focus on Positive Cash Flow rather than Paper Profits 
  • Focus on Return on Assets; or Return on Equipment Gross Margin 
  • Replace Order Takers with Field Marketers  
  • Focus on Turnover versus Gross Margin

3. Strategic Focus 

  • Formulate a Hierarchy of Objectives 
  • Solicit Employee Input 
  • Tie Employee Evaluations and Incentives to Objective Attainment

4. Values & Standards 

  • Expect the Best 
  • Demand the Best
  • Don’t Apologize for Standards

5. Rituals & Ceremonies 

  • Supports Values 
  • Establish Recognition Programs 
  • Top Salesperson & Highest Margin Salesperson 
  • Top “Conquest” Salesperson

6. Concern for People 

  • Genuine Concern for Employees 
  • Customers Treated Like Kings and Queens 
  • Participatory or Collaborative Management Philosophy

7. Rewards & Punishments 

  • Rewards Proportionate to Performance 
  • Rewards Tied to Attainment of Objectives 
  • Reprimands Should Be Immediate 
  • “One-Minute Manager”

8. Open Communications 

  • Encourage Employees to Vocalize Concerns 
  • Initiate a Suggestion Box 
  • Facilitate Weekly, Monthly and Quarterly Meetings 
  • Understand and Appreciate Various Communication Styles

9. Conflict Resolution 

  • Constructive Conflict is Positive 
  • “Us Against the Problem” rather than “Me vs. You”

10. Esprit De Corps 

  • Pride and Excitement 
  • Dealership Social Functions

11. Commitment 

  • Commonality of Purpose 
  • Mission/Vision 
  • Stretch Objectives

12. Teamwork 

  • Characteristics of an Effective Team 
  • There is a Clear Purpose  
  • The Climate is Relaxed and Informal 
  • Everyone is Encouraged to Participate  
  • Effective Listening Techniques are Utilized  
  • Constructive Conflict is Encouraged 
  • Decisions are Based on Input 
  • Communications are Open and Two-Way  
  • Roles are Clear and Unambiguous  
  • Team Members are Diverse
 
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8 Factors for Cultivating & Promoting a Professional Culture of Excellence: There are 8 factors that impact the dealership’s image. Five of them are internal and the other three are external. Together, these factors determine the image of your dealership and are thus directly tied to customer satisfaction.