by Cathy Droz, Founder – HER Certified
If you know me, you know that 20 plus years in the auto business makes me a throwback, old-school journalist or a “senior influencer”. I don’t care what I’m called; I still know the formula for a successful automotive dealership. Bricks and mortar designed in a way to dazzle the consumer along with ample parking and easy access from a major freeway are a good start. There may be a café inside with designer coffees and teas, you may find an insane amount of WiFi and a bathroom filled with fresh flowers and heated seats. Again, I don’t care because it’s how a dealer treats their specially chosen staff and their potential customers that makes a dealership successful. The key is the culture, integrity and customer service.
I had the pleasure and invitation to the groundbreaking of the newest BMW dealership in Arizona. The location, currently under construction, is at the AZ-Loop 101 between Beardsley Road and Union Hills Drive in Glendale. The rendering is awesome and the $25 million property is over 10 acres and will include a 100,000 square foot building. State of the art is an understatement.
Since my book and sales training are all about educating, empowering and enlightening I was thrilled to hear the operator and Executive Managing Partner, Steve Bowers said: “We see our role as educators and financial stewards for our customers. Women, Hispanics, and Millennials are high priority demographics for Arrowhead BMW, with specific employee training programs designed to make our customers feel comfortable, respected and appreciated. We want to have transparency with our customers as the foundation of building trust and loyalty.”
The new kids in town, Visionary Automotive Group, pledges a spectacular sales experience with service at the Customers’ convenience. The Customer will experience a non-obtrusive, transparent, pressure-free sales and service experience that is designed to respect and value the Customers’ time. Isn’t that refreshing and what I’ve been preaching for 20 years.
Congratulations Visionary Automotive Group, The City of Glendale and BMW Corporation.
The projection for completion is late 2018.