Some bemoan that the retail auto business is increasingly difficult, yet one local dealer consistently serves customers from throughout the U.S. Annapolis Subaru General Sales Manager Chris Kelly discussed some of the philosophies that have consistently grown the dealership and earned ithigh customer satisfaction ratings:
Q What sets Annapolis Subaru apart from its competitors?
A It’s interesting you should ask that because I was just discussing that with the staff. The only thing that sets us apart is how we treat our customers. We take great pride in the no-pressure environment at our dealership.
Q A no-pressure sales environment must be tough to maintain.
A That is where our staff comes in. Historically, we have not hired car salespeople. We hire good people and we train them in our way of doing business. I did recently hire two people who had previously worked at car dealerships. That is more the exception than the rule.
Q All automakers talk about the benefits of their cars. What makes Subaru special?
A Subaru has a lot of unique characteristics. It is the only manufacturer where every single model they build has highest safety rating. Every Subaru also has the “Boxer Engine” design which provides a very low center of gravity, and hence the exceptional handling characteristic. The reliability is also very high. Consumer Reports and other agencies consistently rank Subaru, Honda and Toyota as among the most reliable.
Q Do you only serve local customers?
A We actually reach out well beyond that to the surrounding areas and beyond. We sell cars even to those in the western states. We have customers in New York, New Jersey, Massachusetts, Pennsylvania, Virginia, West Virginia, the Carolinas and Florida. Even on Caribbean Islands and Canada.
Q Why does your dealership have such a long reach?
A Primarily word of mouth. People who buy Subarus are very particular about their cars. They understand when a dealer speaks their language and will honestly answer their questions. We appreciate their knowledge and we cater to those customers. You’ll see in our scores that we have some of the highest customer satisfaction scores possible. That’s because we really listen to our customers and treat them with respect. The Web has also been a significant factor in enabling us to expand beyond our local market.
