Communication between your dealership and your customers is paramount when it comes to keeping them happy.

Keep them in the loop

Whatever is happening with a car, keep the customer in the loop. Customers are more likely to accept delays if they know about them in advance. Don't leave communication to the last minute as this can lead to disappointment and frustration.

Improve communication in the dealership

If all your departments are communicating with one another, you'll be able to relay that information to your customers in the most timely manner. Software such as www.autoscheduleradvantage.com will make this much, much easier for you,

Learn to take criticism

If a customer does criticize you, take it and learn from it. Getting into a heated debate with them will make you both angry and this can lead to misunderstandings.

The criticism can also help you to improve your communication processes in the future.

Don't use jargon

Don't talk about juice, cancer, home runs or lawyers. This sort of sales slang can be offensive to customers regardless of whether they understand it or not. You should also steer clear of useless buzzwords that don't really mean anything.

Remember that people buy benefits not features. So don't say a car comes with a money-back guarantee. Instead, talk about how a customer will get a refund if they don't like the new car, making it risk-free.

Be careful of misinterpreted statements

You need to keep your language simple and clear. If there's anything you think might be interpreted incorrectly, make sure you're speaking to the customer face-to-face. This can help improve communication as it gives them the chance to ask questions.

Failing a face-to-face meeting, as this can be time consuming for both parties, try to speak on the phone. There's less chance of a misunderstanding than communications via email.

Think before you speak to make sure your statement won't be misinterpreted.

Anticipate questions

If you invite questions, customers are more likely to ask a something which clarifies everything you've said. It also gives them the option to clear up anything else they might have been confused about.

Technical problems can lead to emotional reactions

If a customer has been waiting six weeks for a brand new car only to be told that there's a technical difficulty that will lead to a delay, they might get emotional. This can lead to raised voices and you should do your best to keep the customer calm. (Without ever saying 'calm down', this will make things worse.)

The most important thing about communicating with customers is to let them know what's happening at all times and do your best to answer any questions they might have in a clear and concise manner.