A9. WELCOMING
The user wants to feel welcome
Description
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Some people may visit a showroom because they are actively looking to buy a car while others are only entering out of curiosity, having simply walked by the showroom. Whatever their reasons might be, people will create their own opinion of the visit and talk about it to people they meet. Disregarding and ignoring people who are not actively looking to buy a car can therefore be dangerous as they will not receive a good impression of the brand, an opinion they are likely to share with others. As Richard Shapiro (2016) states: "If a customer doesn’t feel welcome immediately, this is the first step missed in generating repeat business.”
Accommodating for this guideline will invite the visitor in and make them feel welcome when entering the showroom, no matter their reason for doing so.
Guidelines
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Accommodate for all types of visitors
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Some people will enter the showroom looking to buy a car, some are just curious and want to have a look. Whatever their reason for visiting is, it is important to remember that a bad reputation spreads faster than a good one - so meet the visitors with equal enthusiasm and make sure everyone feels welcome.
Greet visitors as they enter
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First impressions are extremely important for how people will perceive a company, person or brand when encountering them in the future. A friendly and warming welcome will light up anyone’s day and will make visitors feel welcome and attended to.
Do not leave the customers waiting
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Forcing people to wait gives the impression that you do not value the visitor’s time which makes many people get up and leave. Respect people’s time and know they have other things to do than being in the showroom.
Know that not everyone will be interested in your products
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If the showroom is centrally located and easily accessible, it will draw the attention of a wide range of visitors with different areas of interest. Thus, be prepared to accommodate for each customer’s specific interest, even if it does not result in the visitor purchasing a car. The may return in the future or recommend your services to others if they enjoyed their visit.