The real deal

Problem-Solver_289830593Stand out from the crowd by providing genuine customer service at your dealership

Genuine customer service is so much more than just solving problems or addressing complaints.

At the heart of providing a genuine product and service, we must care first about our obligations and the customer we serve. Dale Carnegie once put it best: “People don’t care how much you know until they know how much you care.”

Customer care is not only about feelings, but also it is a behaviour. It doesn’t really matter how you feel about the customer — it’s about our day-to-day actions and willingness to perform.   


Most customers don’t like hypocrisy or pretence. They can almost sense it when they enter your dealership. Customers expect real products and services from real people.

Imitations like look-a-like designer watches can’t replace the authentic product’s genuine quality workmanship. Customers appreciate things that have genuine meaning or are perceived to be real or valuable.    

The same is true with customer service. They can experience sincerity and honesty from the moment they are welcomed into your dealership, whether or not your service is genuine.

Here are four standards that establish whether service will be perceived as genuine or viewed simply as a cheap imitation of a real product or service:

• How far out of your way you go to help your customers;

• How hard you work to resolve customer concerns;

• How much you respect time spent with your customers; and

• How you remedy product/service breakdowns.

For example, if a customer walks into your dealership, and asks a question about a product or service, and the service advisor seems uncertain or uninformed, customers will lack confidence in them.


Service providers who genuinely want to serve share that desire in their tone of voice and in the words they use. A tone of voice that indicates genuine willingness to serve is friendly, warm, and sincere.

When customers are asked “Why didn’t you go back to that place to do business,” a lot of times they will answer “it just didn’t feel friendly” or “I always felt like an intruder” or “they always seemed too busy to help me.”

When you are face-to-face with the customer, a warm greeting should be the first thing your customers see and hear when they ask for help. Even when handling customer service requests via telephone, a smile can come through in your voice, so make sure you’re ready to be friendly.

Regardless of the type of business you have, saying “thank you” after every transaction is one of the easiest ways to start a habit of good customer service. Excellent customer service can create loyal customers for life who are willing to refer your business to friends, family, and colleagues.


As customer service providers, we must create experiences that meet or exceed customer expectations to drive your dealership’s revenue in high gear. There is great opportunity for those who are able to think outside of the box and offer genuine, customer-focused solutions.

The world’s top brands are focused on delivering a genuine service experience. Research shows companies that create authentic relationships with their customers achieve higher customer engagement scores — which, in turn, lead to higher profits and positive business outcomes.


Developing good customer relationships is not about meeting your goals and needs — it’s about meeting those of your customers.

As a simple example, imagine you have just sat down with your family at a busy restaurant. Twenty minutes have passed and the server hasn’t greeted you yet. You’re hungry, and thirsty, and the kids are growing impatient and frustrated. You have no idea how long this will go on.

Now imagine the same scenario, only this time, the server greets you within the first few minutes and says, “we are really busy and understaffed tonight, but I’m going to do my very best to take care of you as soon as possible. Let me get your drink orders started and then I’ll be back within 15 minutes to take your order.”

The same amount of time has passed, but you probably aren’t the least bit upset because the server made a genuine connection and set an honest, realistic expectation.

It feels like common sense, but this openness and honest communication provides the proper sense of urgency and caring that creates lasting customer relationships.

Customer service isn’t just about fixing problems — it’s about truly understanding the impact on the customer and addressing it with a sense of urgency. Our customer first philosophy at Brimell is simple: we listen, we care, and we act. We are setting standards and will continue to work hard to bring this philosophy to all of our customer-facing processes.

If you are able to translate your mission in a structured, concrete approach to really put your customers first, you are playing in a league of winners.

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