General Motors is offering quarterly monetary incentives to its Buick–GMC dealers to operate larger loaner fleets for service customers, Automotive News reports. The automaker raised financial incentives for Buick-GMC dealers last year to grow their loaner fleets, in turn boosting sales and improving customer service, and is sweetening the deal even more this year.
About half of all Buick-GMC dealers currently operate a loaner fleet through GM’s Courtesy Transportation Program, AN reports, however the automaker is looking to grow that statistic in 2015. Bigger loaner fleets will allow more Buick-GMC owners to get behind the wheel of new models, which may help both brands hold on to the customers they’ve already acquired.
In addition to expanding loaner fleets, GM is also offering incentives for dealers to establish or expand business development centers (BDCs). These are offices which focus on following up with phone and internet leads and setting up and scheduling test drive appointments, improving customer service and hopefully driving sales. Both of the new incentives are part of Buick-GMC’s new ‘Standards for Excellence’ program.
Dealers who receive high ratings from a third-party assessment of their BDC will qualify for further monetary bonuses even if they don’t post a quarterly sales gain. Henry Brown, chairman of the Buick-GMC National Dealer Council and owner of Henry Brown Buick-GMC in Arizona, told AN the automaker has been adamant about its new, more proactive sales procedures, evidenced by the larger incentives.
“(GM executives have) done a good job of helping the dealers understand the importance of having a sales process,” said Brown. “The days of waiting for customers to show up in your showroom are long gone.”