Step One: Consistency

The first rule for your dealership to adopt is to make deliveries consistent. Create a Standard Operating Procedure (SOP) that serves as a checklist to ensure that all customers go through the same process.

 Step Two: Dynamic Delivery Area

Dedicate an area in your dealership strictly for customers to take delivery of their vehicles, whether new or previously owned. Choose an area that is visible not only to everyone at your dealership, but also to people traveling by or who are visiting nearby competitors. This area should be highlighted and decorated so that people can’t help but notice the excitement and enthusiasm surrounding your deliveries—and by extension, your overall sales.

As a testament to how important this is, several manufacturers and dealers across the country have designed entirely new dealerships or completely remodeled existing ones in order to include an indoor/outdoor delivery area that is dedicated solely to that purpose, come rain or shine, night or day.

Wherever this area in your dealership is, continue to enhance it. You want each of your customers to feel as though they are driving their new vehicle right off of the showroom floor (even if they’re not), so roll out the red carpet—literally!

 Step Three: Setting the Stage

Sometimes the simple things make all the difference.

Take parking: When vehicles are pulled up from the ‘get ready’ or PDI department and parked, back them into the delivery area on a slight angle. This provides the buyer with a full visual of their new purchase from the moment they first set eyes on it.

Since the vehicle is backed in on an angle, the driver doesn’t have to look over their shoulder or backup when exiting the dealership; instead, they have a smooth, safe departure, as if they were driving right off the showroom floor. This moment is sure to stay in their minds for a long time to come.

 Step Four: Customer Transition

Very important, and often unknown or ignored, is the act of transitioning the customer out of the buying process and into taking possession of their new vehicle before leaving the dealership. When the financing process is over, it makes sense that F&I personnel start this progression as they begin walking the customer back to the sales consultant or delivery team by shifting the conversation into the customer’s anticipation about receiving their new vehicle. This demonstrates to the customer that each department cares about establishing a lasting relationship with them.

Keep in mind that the customer not only made a commitment to buy from you, but in many cases also exceeded the maximum that they set out to spend, making a commitment to do so for several years.

 Step Five: Actual Delivery

You are now at the most important stage of the buying process, regardless of whether a sales consultant or a delivery team is actually doing the delivery. Your goal is to continue to positively shift your customers out of the buying process and into the ownership of their new vehicle.

The last step in a successful and profitable delivery is creating a genuine connection during the actual delivery process. In fact, we feel this is the most important stage in the buying process. Your customers should feel like you truly enjoy being there with them. This is your opportunity to thank your customers in as many ways as possible. That’s why we suggest taking a picture of your customer with their new vehicle and really making it a celebration – which in turn makes them feel good about their decision to buy from you.

When you employ this upbeat philosophy throughout your delivery process, your sales consultants and delivery teams will then have an opportunity to learn important demographic information about your customers, which is often difficult to obtain otherwise. Keep in mind that there is an average of 2.7 vehicles in every household in North America – and you just delivered one of them.

Always remember: each and every delivery should be carried out with passion, enthusiasm, and sincerity. Always leave them wanting to come back for more.

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"What Does Delivery Mean To Your Dealership?"