Overview

For most people, automobiles are the most expensive product they will purchase, apart from a home. With so much at stake, dealerships should be making every effort to build customer loyalty and repeat business, but the reality is most sabotage themselves. Manipulative sales practices and a tendency to take consumers for granted lead to customers with no incentive to be loyal to dealerships, resulting in increased costs, high sales-consultant turnover rates, and a decreased profit margin. The industry needs to change, and Douglas Wright has the solution. The founder of Wright Auto Pro, Wright has helped thousands of dealership associates build customer loyalty by changing how they think of the sales process. Through a combination of communication skills, value building techniques, and developing trust, Wright's approach transforms dealership transactions into valued customer experiences. Happy, loyal customers are more likely to return to a dealership in the future, so every sale presents an opportunity to lay the groundwork for future profits. Dealerships and sales consultants need to be customer centered. It's not an approach customers expect from an industry consistently ranked at the bottom of customer service, but it's one that benefits dealerships and consumers alike.

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9781546581406

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The automobile industry has been a big part of Douglas Wright's life. He grew up around his father's Mercedes-Benz dealership. Wright attended Syracuse University, after which he worked as a Wall Street portfolio manager for two years. He then returned to college to obtain his MBA from Columbia University. In 1996, Wright purchased a Chrysler, Dodge, and Jeep dealership in Upstate New York. Over the next decade, he purchased four underperforming dealerships, revitalized them, and sold them for a profit. Wright left the retail side of the auto industry in 2002 to found Wright Auto Pro. Wright Auto Pro develops and delivers performance-improvement solutions to increase dealership sales and profits. To date, Wright has provided performance solutions to over five hundred dealerships in North America. Wright has created dozens of training classes and regularly publishes in Dealer magazine. More information about Wright Auto Pro can be found at www.wrightautopro.com.

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