IT PLAYS AN IMPORTANT ROLE IN YOUR DEALERSHIP’S APPEARANCE AND OPERATIONS, SO CHOOSING THE RIGHT FURNITURE IS CRITICAL
In this column, we hope to bring up facility-centric ideas that can enhance the customer experience, elevate employee morale and generate a positive return on investment.
In working with dealers, OEMs and their facilities over the past 15 years, I have found there are two topics that can be particularly challenging — signs and furniture.
The first topic, signs, we won’t even attempt to talk about. My hope is to keep writing the column, and the sign discussion usually turns ugly. So, furniture it is!
In my experience, timing is the primary reason why furniture is such a source of stress. Like distant relatives who show up at the last minute during the holidays, furniture is an unwelcome guest you cannot turn away. But just as the holidays are about uniting family, furniture is a key physical touch point for both the customer and dealership staff. Not to mention, the impact furniture has on the aesthetics of a showroom, service advisor area and reception.
Obviously, price is also a source of dissatisfaction. Especially when the dealer doesn’t have a choice from where to order the furniture in order to comply with the OEM Image Program.
PLAN EARLY
Timing, however, only exacerbates the price issue. In most cases, dealers and their architects and/or builders establish a budget for only construction related items at the beginning of a project. The furniture budget discussion usually only starts with the store’s grand opening in sight, when everyone else’s hands have emptied your pockets. If not planned for properly, there can be change orders and inefficiencies relating to electrical, data and telephone placement and planning. It is also tough to negotiate when the supplier has all the leverage because they know you cannot operate properly without furniture.
If the budget discussion happens early, there is more time to tweak the order to better fit your needs and get manager/staff input. When the order is rushed, mistakes and inefficiencies happen very easily. It is also a challenge for the supplier to double-check that all pieces are ordered.
Usually, the supplier will have a “drop-dead date,” when the order has to be officially placed to begin production and meet the delivery to site based on your project completion. This date is key. If the furniture is early, many furniture suppliers will charge for storage. If the furniture is late — it can cause delays and an already difficult construction project gets to be even more of a grind. Being ready to order early on, and marking the drop-dead date on your calendar is key to reducing stress.
FIND THE BALANCE
More and more, we see open sales stations in a “customer zone” in the dealership. With growth, it’s sometimes hard to react to finding space for these extra sales desks. However, keeping desks out of showroom windows will ensure that your most valuable façade is displaying important vehicle product, and not furniture.
With open sales stations, there are challenges with people working so closely together, as well as the lack of privacy. We have found that 9 feet by 8 feet is just about the minimum space required to make both your sales staff and your customers feel comfortable while negotiating a deal.
High partitions give the idea of privacy — but in fact people tend to speak louder than when there are lower dividers and the eye can see people around. It seems counter-intuitive, but open spaces tend to be quieter (think about bank tellers). Lower partitions also make it easier for managers to stay on top of unnecessary clutter such as excess paper and trinkets on desks.
I recently spoke to a very successful dealer who said that in order to get the best salespeople, they had to have their own desk to call home. When a desk becomes someone’s space, they deserve to showcase a limited selection of photos and certificates. To maintain consistency, we recommend providing the frames so that they match throughout the dealership and limiting it to two or three items.
Furniture ergonomics are important given that your dealership team will be sitting at these workstations for many hours a day. Your furniture supplier will be able to set up the space ergonomically for the height and posture of your team member. As we talked about timing, be sure to have this discussion with your supplier early on and hold them to it!
EMPHASIZE COMFORT
If there is any one item to spend a little more on, it is seating. Although task chairs are not required for customers, make sure that the customer/visitor chairs are comfortable. Most furniture providers will bring you different seating samples to “test drive.” Take your time and choose a comfortable seating option for your customers. Customers perceive vehicle negotiations as being stressful — so you might as well try to make them as comfortable as possible.
If you have made it through this article (without leaving to complete your furniture order, that is), then you can see that the principles are simple. Some of the pain will be removed from the process and you will end up with a depreciating asset that can enhance the customer experience, employee morale and hopefully make a positive contribution to your bottom line.
WEIS TIPS
Planning
It’s never too early to start planning for furniture;
• Have your electrical engineer and data/cabling people meet early and keep them accountable to each other;
• Plan for future expansion (to avoid desks in front of showroom windows);
• Be aware that in some municipalities, floor power boxes must be above floor level and that this may impact furniture placement;
• When using open sales stations, consider white noise rather than partitions.
Materials
• Plastic laminate surfaces with rubber edges wear much better over time;
• Authentic wood surfaces and wooden bullnoses will wear quickly;
• Laminate edges, will generally peel over time;
• Consider utilitarian materials such as stainless steel for Service Drive-through scenarios.
Design
• Customers and staff will appreciate modesty panels;
• Wire management is a must. Nothing makes new furniture look worse than wires all over the place.
• Carefully plan left handed and right handed desks, and coordinate with outlet locations.
Seating
• Remember, your staff sits at their desks for many hours. Ergonomically correct chairs can increase employee satisfaction;
• More expensive chairs may have better warranties.
• Replace a worn-out armrest rather than the whole chair;
• Comfortable guest chairs are important.
