The Importance of Loyal Customers

I met a loyal customer on the showroom floor this morning. What a nice surprise and such a great way to begin my day! I was taking some photos of a few of our vehicles when he “called out” to me telling me to take a couple of those vehicles home. Of course, a loyal customer myself of (4) Lexus vehicles purchased over the years, I would love to but I only have a one car garage. I did however, turn around and begin to learn more about this engaging customer. He has purchased (9) new vehicles from us over many years and is currently driving a 2011 LS 460 with only 30,000 miles on it (a vehicle we would love to have in our pre-owned inventory) and his wife of 51 years is driving a 2013 RX 350.

We began to share stories and discovered we both worked in the Pharmaceutical world. He worked for Pfizer for 35 years and I worked for Fort Dodge Animal Health for 19. He retired long ago but it was sure fun to share stories of all the changes in the pharmaceutical industry over the years. We then moved onto his family, as he shared proudly his many photos of children and grandchildren he had nicely organized on his iPhone. I enjoyed learning about this man’s life. He was 81 years young but you’d never know it. He had a kind smile and active spirit and I knew this man was not slowing down in his retirement. He told me he lost both his parents at a very young age, so he was pleased to still have his health and blessed with each and every day he has on this earth.

Over the course of our conversation, several employees and managers walked by and said their “hellos” as well. This was a customer who knew everyone and the history of our organization. As I explained my role, we touched on Customer Service and both agreed when Hendrick Lexus (formerly Superior Lexus) was at 103rd and State Line, no one could rival the customer service experience in town. Superior Lexus had set the bar high. It was second to none. He also explained how his wife, the woman in charge loved working with the many women employed here at the dealership. He indicated Pam Swail, was her sales consultant and she loved working with Teresa and Shelly as well from Service. In addition, he mentioned Tabby was also one they had gotten to know over the years and were always taken very good care of by them all.

This delightful customer had just returned from a 2,300 mile trip with his brother and brought his beloved LS in for a nice detail job today. We began the discussion of when he trades and magically JC Cobbins, our Sales Manager approached. You could tell the two of them had met before. I told JC he may be ready to trade and JC immediately offered to pull around a new LS. This customer usually trades every three years but his wife thought they may keep this one until 50,000. Before wrapping up our conversation, I shook his hand and told him what a pleasure it was to meet him. That I would be happy to go pull the LS around and he smiled and said well I need to okay it with the boss. I can totally appreciate and admire this way of thinking.

I share this story with you this morning because I cannot stress enough how important it is to know who your loyal customers are but also to visit and engage with them. I was proud to witness key employees and managers make it a point to greet one of ours this morning. I am confident this customer shares his story of satisfied customer service with others as he goes about life in the Kansas City Metro. Some may say these are your bread and butter customers but I’d like to say these are some of the most important customers we have. Yes, they may be loyal to the brand but they do not have to buy from us.

We need to earn their business and loyalty over and over with each point of contact. Never take the loyal customer for granted. They can easily be overlooked. Take time to visit with them and learn more about their personal needs, but also learn about their family and friends as well. In the brief conversation this morning I learned so much. I learned he is not only a loyal customer, but he is also a veteran and served this great country. Relationships are built in between the lines and in between the sales. So do yourself a favor and take a chance and work in between the lines and the sale and see how much opens up to you. If nothing else, you just made a friend.