I recently had to replace a part on my Apple laptop. Greenville only has one Apple authorized repair facility.

I needed the computer repaired quickly for an upcoming presentation. So rather then take it to the normal place because they said it would take 3-5 days, I took it another repair facility in town- who could get it done fast. This new one is not Apple Authorized (I did not know this at the time).

When they “tried” to repair it they broke a part making the laptop completely dead. They also could not repair the other parts that would be covered under the warranty by an authorized repair facility.

So I took back to the only Apple Authorized repair facility. They are working to help me get my laptop back in order, and I learned a valuable lesson.

Many dealership earn certifications and train their employees each year. But very few promote that certification as a main selling point. Especially Online.

Remember the four points that customers says motivates them to buy in-store over online:

1. Convenience
2. Selection
3. Service
4. Return Policy

Does your dealership have any of this information:

• Certifications
• Awards
• Number of training hours each year your service team participates in by the brands you sell
• Pictures of your support/service team and the number of years they have worked there
• Authorizations
• Customer Reviews
• How you can help customers before, during and AFTER the purchase

With all the focus on new products it is easy to forget the other key elements of your dealership that prompts customers to choose you (online) over another. Service!

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