BOOM! It happens and you’re left without a net… Damaged image. Damaged perception. Damaged goods.
Unless you have a brand. Unless you’ve been under a rock or have been too ‘busy’, the amount of evidence, chatter, discussion and conference-data hinging about branding has been nearly deafening. And still, undeniably, the majority of dealers put all of it on the badge.
Write your rxcuses down and put them where the training materials are from your favorite industry speaker (likely in someone’s office or under the desk in the tower, collecting dust). That’s where theu. Belong.
Retailers with amazing brand, consistent engagement, a commitment to what they do for customers and how much they care for their own people know what to do and say when the shit hits the fan.
If you have little else aside from lip service and management doing things the way they always have, you’re forced to depend on the badge. And folks, that’s a crappy position to be in. Oh, it is completely preventable.
Brand, whether the store’s or the salesperson’s or the service tech’s or the business manager’s, is inextricably tied to the customer expeerience. Someone can sell a product for years and ultimately be invisible.
Whatever comes out of any manufacturer difficulty or trial can be mitigated by having a brand that is independent. It’s been proven over and over and over.
There will be those who come out if any challenging time better, more aware,ore prepared and more convinced. Will that be you after the smoke clears? Or will it be back to business (badge reliant) as usual?
Don’t be badge-dependant, be self-dependant! If you don’t understand or believe that, it’s time to do a little self-searching…and ask what your brand is.
Best Practices: Professional Insights, Powerful Results