Mercedes, Infiniti, Lexus take top scores in sales survey
Mercedes-Benz, Infiniti and Lexus were the top scorers in a customer satisfaction study using 5,200 mystery shoppers at dealerships across the country. The results were released in the 2013 Pied Piper Prospect Satisfaction Index (PSI) U.S. Auto Industry Benchmarking study.
Researchers tied mystery shopping measurement and scoring to industry sales success. Brands were measured in several sales process categories. For example, Jaguar, Volvo and Audi salespeople were most likely to discuss features that set them apart from the competition. Infiniti, Land Rover and Smart salespeople were most likely to conduct a vehicle walk-around. Kia, Fiat and Hyundai salespeople were most likely to give compelling reasons to buy now.
The study also measured salesperson behavior across brands. These behaviors were more likely in 2013 than 2012: mentioning the availability of different finance or lease options (now 67 percent of the time), asking about factors preventing purchase now (71 percent of the time) and asking if the prospect has a trade-in (83 percent of the time).
Pied Piper has found that on average, when dealerships are ranked by their PSI score, those in the top quarter sell 16 percent more vehicles than those in the bottom quarter. This marks the studys seventh year.Download Bulletin PDF