What boosted profit, satisfaction at Land Rover Princeton?
Land Rover Princeton’s sales staff is trained on guiding customers through the Bespoke ordering process. Part of that includes showing customers an area in the showroom that has displays of the custom colors and materials available for order.
“We have an area that is very centrally located within the showroom that has paint chips, leather samples and interior trim pieces. It is very difficult to miss it because it is in such a prominent place,” said Bergamo.
Certain custom paint colors, such as Icy White Satin Finish, can add more than $12,000 to the price of the vehicle. Checking the box for the SV Signature Suite Veneer Club Table Surface adds $19,000-plus to the window sticker. Wheels, leather headlining and other items offer nearly limitless combinations, so each Bespoke order is usually a one-of-one build, a key selling point at the dealership.
Bespoke orders involve more than the sales staff. Because of the long lead time between when the order is placed and when the vehicle is delivered to the store, the sales process starts well before leases end to ensure a smooth transition out of the old vehicle and into the new one. Scheduled sales also help the store run more efficiently.
“We are starting the process a little sooner than we have in the past,” said Bergamo. “Our sales staff is getting in touch with the customer four, five and even six months out asking them what they want to do and starting the conversation.”