The Key to Sales Success And Faster Stock Turn

Positive attitude of sales executives drives customer satisfaction and lifts stock turn, finds JudgeService research

The positive attitude of a sales executive is the most powerful driver of customer satisfaction and has a direct correlation with faster stock turn, according to the latest annual research by JudgeService.

Analysis of surveys sent to over 350,000 customers, who bought a used car last year, identified the showroom processes having the biggest impacts on the customer promoter scores being achieved by dealers.

While the attitude of salespeople retained its lead position year-on-year, the research found changes among the top eight drivers of customer satisfaction.

Choice of vehicle rose from fifth to second place, nudging the attitude of dealer staff at handover into third position. The presentation and cleanliness of sites is now the fourth most important consideration, with the explanation of paperwork, now in fifth place.

Other key deciders included the mechanical standard of vehicles and cleanliness of vehicles.

However, despite the intense regulatory focus on how finance sales are conducted by dealers, the explanation of available finance packages was rated by buyers as the least important consideration of the eight.

The research also found that dealers who increased their net promoter score for salesperson attitude by 5% saw a 3.3 day improvement on stock turn.

“Our research once again identifies how the positive attitude of salespeople can significantly improve customer satisfaction and stock turn, proving the point that people buy into people, not just cars,” said Neil Addley, managing director of JudgeService.

“All eight drivers of customer satisfaction are important. This year’s rising prominence for vehicle choice and site presentation shows customers are becoming more selective and more informed as they decide where to spend their hard-earned money.

“The results highlight the importance of recruitment and training to equip salespeople with the best possible interpersonal skills, as well as the use of tech solutions to stock the right cars at the right price. And the need for regular site inspections, because no-one wants to see poorly presented cars or grubby looking premises when they are looking to spend thousands of pounds,” said Addley.”

Further details and comments available from Neil Addley at [email protected]

Issued by Curtis Hutchinson Communications