Mercedes dealers rank highest in prospect satisfaction study
For the seventh year running, Mercedes-Benz dealerships ranked highest in the 2015 Pied Piper Prospect Satisfaction Index study, which measured treatment of car shoppers who visited 6,370 dealerships. Rounding out the top five were Infiniti, Lexus, Mini and Toyota.
Brands that showed the most improvement from 2014 were Mini, BMW, Lexus, Chrysler, Dodge, Lincoln and Ram. Those with the greatest year-to-year decline were Volvo, Smart, Jaguar and Cadillac. Eight brands have consistently ranked at or above industry average for each of the past five years: Mercedes, Infiniti, Lexus, Toyota, BMW, Volkswagen, Honda and Cadillac.
Top performing dealerships define specific sales steps to be followed by their salespeople, said Fran OêHagan, president and CEO of Pied Piper Management Co.
Salesperson behavior more likely to occur in 2015 than in the past: offered a test drive; provided reasons to buy from this dealership, and suggested sitting down at a desk.Download Bulletin PDF