Within the motor trade it is imperative we keep hold of our customers as we are in a highly competitive market place, especially the car leasing and contract hire arena. The question is how do we achieve this?

The retention of customers overtime who like what we do, like to do business with us and are not predisposed to look at purchasing our goods and services from elsewhere. Nothing happens anywhere in the world until a sale takes place. And salespeople bring in the money that everyone else can eventually live off.

Other phrases that describe the meaning of loyalty are as follows:

• Customer for life.
• People who buy on trust not price.
• Confidence in dealership.
• Trust in dealership.
• Going the extra mile to achieve repeat business.
• A business that gives something different than its competitors.
• A business that wants to build a long-term relationship rather than a short-term one.

If the following attitudes are built into employees, this can deliver customer loyalty:

1. You keep your promises.
Under promise and over deliver
Always give time frames.
Keep customers informed.
Staff communication, work as a team.

2. You are willing to help.
Respond quickly to problems.
Acknowledge customers.

3. You inspire confidence.
Complete all that you have promised.
Staff product knowledge

4. You treat customers as individuals.
Try to make customers feel special
Ensure staff make relevant decisions.

5. You make it easy for customers to do business with you.
Find out customer's needs and give it to them, for example loan cars.
Don't pressure customers.

6. All the physical aspects of your product or service give a favourable impression.
Keep dealership, vehicles and staff clean and presentable.
Welcome customers into dealership.

After taking all of these factors into consideration customer loyalty can be achieved. Remember a new customer is far more difficult and expensive to get than an existing one.