Looking through the Eyes of the Consumer - How Do You Stack Up?

HAMILTON, N.J. - Sept. 17, 2013 - PRLog -- When I ran restaurants in the seventies and eighties, I was taught a very valuable lesson.  I got used to seeing the boxes in front of the dumpster with the gate open.  Yea, there was fingerprints on the glass doors, but I didn't notice.    Then my boss took me to the competition.  I was pointing out how this was dirty, that plate didn't have eye appeal, etc.  He simply said, "Why don't you look at these things at our restaurant?"  It turned my life around.

We go to work everyday, dealing with the same place, the same websites, the same problems.  We tend to develop tunnel vision and the motto, "If it isn't broke, don't fix it", takes over.  Customers could see things a different way.  If its broke, go some place else.

Your Website


In my current position I look at hundreds of websites a week.  Some look like my computer is throwing up with offers and and pop-ups and chats.  Some are so plain that I feel like I just logged into a lawyer site.  Most are good. Some are not.  Example, I went to a site that started playing the theme song for the dealership....Loud.  I work from home, so not a problem.  Imagine if I was in a cubicle in a crowded office!  Can you say, "No Job, No Car?"

Try your website.  Is it easy to navigate, or do you have to hunt around for what you want?  Are there pop-ups in the way making it difficult to see things.  Is there a "chat with us" box covering content?  Remember they go to your website with a specific intent...not to chat, not to see a flashing site.  Not that these aren't important, you want to engage the customer, but remember, they are just a click away from the next dealer.

Your Business Development Center
 My calls to dealerships sometimes fall into this hole.  I called one dealership were the Rep was so intent on


making an appointment, she wasn't even listening to me.  I wanted the General Manager, not her.  When I reiterated this she got very indignant, and said "hold."  Nice.  By the Way, it went to the GM's voice mail.

Put in a lead, make a mystery call.  Start a Google account to shop with.  XYZ@gmail.com.  Use a friends phone.  See how the reps treat your customers.  Are they courteous and polite?  Do they respond to your email inquiry in 10 minutes or less?  When you call, do you have to wait through warnings and a phone tree, or does a human answer, one that can help you right a way? I always scripted my reps and yes, the phone went right to them... and they were taught to say, " Thanks for calling ABC Dealership, I can help you."

Give it a try... You will be amazed at the bright shining faces of people that work for you, and the faces that are proud to be your customers.