Lincoln Focusing on Dealers for Better Sales, Good Cars Not Enough

FordFordUnited States of America, 1903 > present92 models
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is spending $1 billion to revive the LincolnLincolnUnited States of America, 1917 > present26 models
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brand in North America. It is a process that that been going on since the introduction of the second generation MKZLincoln MKZ 2United States of America, 2012 > present5 versions
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last year and continued with the second generation MKCLincoln MKCUnited States of America, 2013 > present19 photos
concept at the North American International Auto Show in January. Lincoln will have a completely new lineup of cars four years, but it is meaningless if it cannot find buyers for them. To boost Lincoln sales, the brand has begun improving dealers and treating customers better. 

"These clients want no hassles. They want quality, reliability and effortless customer service. They're cynical, but open-minded. And there's a chance they have never stepped foot in a Lincoln dealership," said Andrew Frick, a Lincoln group marketing manager.

It is improving the way dealers look with nicer chairs and higher-quality finishes and teaching salesmen to pay more attention to customers.

The sales trainers are attempting to get young, wealthy customers into the door. Salespeople are being trained to pay extra attention to where they work. Desks will be cleaner and showrooms will be brighter. 

Some dealers will be hosting wine and cheese tastings to lure buyers. They are also changing the way the dealers look. Customer will offer chairs as comfortable as the ones used by salespeople.

The efforts seem to be working. The second-generation MKZ had its best April and May sales every this year.

Source: Automotive News