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What Does a Successful Delivery Look Like?

The customers you just delivered will influence someone else to buy within the next 30-60 days—so why not make sure their delivery experience is one that will encourage referrals and create a lasting impression worth sharing?

The five steps to a successful delivery are:

• - Be Consistent
• - Create a Dynamic Delivery Area
• - Set the Stage
• - Transition the Customer
• - Actual Delivery

 

Step 1: Be Consistent

Consistent deliveries ensure every customer is treated equally. Create a Standard Operating Procedure (SOP) that doubles as a checklist to make sure every delivery is consistent.

Step 2: Create a Dynamic Delivery Area

Dedicate an area in your dealership specifically for customers to take delivery of their vehicles. Choose a highly-visible area that can be seen not only by those in your dealership but also by those driving by or visiting nearby competitors.

Highlight and decorate the delivery area so people can’t help but notice the excitement and enthusiasm surrounding your deliveries. We offer an array of dealership enhancements to aid you in this process.


As a testament to how important this step is, many manufacturers and dealers have designed entirely new dealerships or completely remodeled existing ones in order to include an indoor/outdoor delivery area that can be used night or day, rain or shine. For example, the BMW factory in Germany has an entire open floor dedicated to delivery that can be seen from anywhere in the factory.

Wherever this area is in your dealership, continue to enhance it. Each customer should feel as though they are driving their new vehicle right off the showroom floor (regardless of whether they really are or not), so roll out the red carpet—literally!

Step 3: Set the Stage

Sometimes it’s the simple things that make all the difference.

Take parking: Back each vehicle into the delivery area on a slight angle after pulling it up from the ‘get ready’ or PDI department. This gives each buyer a full visual of their new purchase from the moment they first set eyes on it.

Even better, with the vehicle backed in on an angle, the driver doesn’t have to look over their shoulder or back up when exiting the dealership. Instead, their final memory of leaving your dealership is of a smooth, safe, and easy departure.

Step 4: Transition the Customer

Very important, yet 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 for F&I personnel to start the transition as they begin walking the customer over to the sales consultant or delivery team. Start the transition by shifting the conversation into the customer’s anticipation of receiving their new vehicle, demonstrating to the customer that every 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 minimum they set out to spend, making a commitment to do so for several years.

Step 5: Actual Delivery

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

The last step in a successful and profitable delivery is creating a genuine connection during the delivery process. Your customers should feel that you truly enjoy being there with them. This is your opportunity to thank them in as many ways as possible. Taking the first photograph of your customers with their new vehicle and really turning the experience into a celebration is one of the most powerful ways to show and capture your appreciation—which in turn makes them feel confident in their decision to buy from you and eager to share their experience with others.

When you employ the upbeat philosophy throughout your delivery process, your sales consultants and delivery teams will also have the opportunity to gather important demographic information about your customers which is usually difficult to ascertain otherwise. There is an average of 2.7 vehicles in every household in 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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