What does it take to create a customer for life?
‘Treat every customer as your best customer,? said Chuck Fortinberry, president of Clarkston Chrysler Jeep. ‘How? By meeting or exceeding expectations in sales, service and value.?
It’s a philosophy Fortinberry took to heart when he opened the dealership nearly 23 years ago, and he’s been instilling the same idea on his team of sales and service professionals ever since.
‘We try to walk in our customers? shoes,? Fortinberry said. ‘What do I want to see when I walk into a dealership? How do I want to be treated? Do I want to be sold something, do I want a salesperson who’s indifferent??
The answer to simple questions like these, he said, makes it easy to keep the attention where it belongs’on the customer.
So what would Fortinberry expect if indeed he were the customer?
‘I want someone that’s going to take an interest in me, find out what my needs are and give me a solution without a bunch of banter,? he said.
‘That’s why we teach our salespeople to focus on what the customer needs and give them what they want.?
Some of this year’s top selling vehicles include the Jeep Patriot and the Jeep Compass’both fuel-efficient in the 30-mile per-gallon range’as well as the ever-popular Chrysler Town and Country minivan.
‘The Town and Country is a world-class minivan and it’s taking that segment of the market by storm,? said Fortinberry.
‘And our Jeep lineup has expanded to go from the very most basic car all the way up to the full-size seven-passenger luxury SUV.?
The staff at Clarkston Chrysler Jeep is also excited about the new direction of Chrysler, Fortinberry said, especially the new lifetime power train warranty on all 2008 vehicles.
In addition to new car sales, the dealership offers lease options and used vehicles that come with a warranty and undergo a full safety inspection.
‘We’re a one-stop shop for all your transportation needs,? said Fortinberry, who takes pride in the dealership’s fully stocked parts and accessories department, as well as factory trained, certified technicians in both the service department and body shop.
When customers bring a car in for service, they can drop it off and pick up a rental or hop on the shuttle for a quick ride to work.
Or, they can settle into the comfortable waiting area, pour a cup of coffee and watch television while little ones enjoy the children’s play area.
‘We also have some beautiful leather furniture in front of the fireplace in our showroom,? Fortinberry said. ‘You can make yourself right at home.?
He continues with a chuckle and a twinkle in his eye, making it difficult to judge whether he’s kidding’or not.
‘The only problem I have with that,? he said, ‘is I have to continually go out there and wake customers up when their car is done. People come in for an oil change and a nap all the time.?
In addition to his work at the dealership, Fortinberry has a long history of community involvement.
He organizes an annual golf outing and a motorcycle ride to benefit the Children’s Leukemia Foundation of Michigan every year, and currently sits on the organization’s board of directors.
He also supports a long list of local organizations, and earned a Community Beautification award from the Clarkston Area Chamber of Commerce last year.
Clarkston Chrysler Jeep is located at 8105 Big Lake Road. For more information, call 248-620-4200 or visit www.ClarkstonChrysler.com.