THE POWER OF THANK YOU: Two Words That Can Set You Apart
Want to stand out from your competition? Start with something simple.
Think about the last time someone genuinely thanked you. Maybe it was your boss recognizing your effort, your spouse appreciating something you did, or someone simply acknowledging the difference you made.
It felt good, didn't it?
Sometimes hearing "Thank you, I appreciate you" can mean more than a paycheck.
So, if YOU appreciate hearing those words, why wouldn't your guests?
In the automotive industry, we spend enormous amounts of time discussing how to improve the guest experience, increase customer retention, and differentiate ourselves from the competition. Yet one of the simplest ways to make a lasting impression is something we rarely do.
Say THANK YOU. And make it personal.
SALES: A THANK YOU, EVEN WHEN THEY DON'T BUY
Here's a question for every salesperson: When a guest visits your dealership or communicates with you online but doesn't purchase, what happens next?
Typically, we follow up asking if they're still interested, whether they've made a decision, or what it would take to earn their business.
But when was the last time you set your ego and pride aside and sent that guest a personalized 10–15 second THANK YOU video?
Not asking for the sale. Not trying to overcome an objection. Simply thanking them for the opportunity.
Imagine receiving this message:
"Hey John, it's Jose over at ABC Motors. I just wanted to personally thank you for giving me the opportunity to help you. Regardless of where you decide to purchase, I genuinely appreciate your time. Thank you again!"
That's it. No pressure. No hidden agenda.
You may not have earned their business today, but you can still earn their respect. And that could influence where they go tomorrow.
SERVICE: THEY SPENT THOUSANDS. DID YOU SAY THANK YOU?
Service Consultants, think about this.
A guest just spent $2,500 repairing their vehicle. That's a significant financial commitment, and they trusted your dealership to perform the work.
After they pick up their vehicle, what happens?
Most of the time, nothing. We move on to the next repair order.
What if you took 15 seconds to record a quick thank-you video?
"Hey Sarah, it's Jose from ABC Service. I just wanted to personally thank you for trusting us with your vehicle. I know vehicle repairs aren't always fun, and I genuinely appreciate you choosing us. If you ever need anything, we're here to help!"
That simple gesture reinforces something every Service Consultant should strive for:
You're not just someone who sells repairs. You're a trusted advisor who values the relationship.
EVERYONE WANTS TO STAND OUT. FEW ARE WILLING TO DO IT.
We hear it constantly:
"How do I get more guests to respond?"
"How do I separate myself from the dealership down the street?"
"How do I create more loyal customers?"
The answer isn't always a new technology, a better discount, or another marketing campaign.
Sometimes it's simply doing the little things that others overlook.
Sending a personal thank-you video takes less than 30 seconds. It costs nothing.
And it gives your guest an opportunity to see your face, hear your voice, and experience your genuine appreciation.
That's something an automated text or generic email simply cannot replicate.
You don't separate yourself by doing what everyone else does. You separate yourself by doing what everyone else WON'T.
And sometimes, the most powerful tool you have is just two words.
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