As dealerships look ahead to 2025, Jen Suzuki, sales trainer, president of eDealer Solutions, and host of Loyalty-Based Sales Strategies, highlights the importance of tailored customer experiences and human connection in achieving lasting success. In today’s episode of Inside Automotive, Jen outlines key strategies for enhancing sales and service departments, utilizing personalized customer care to build loyalty and drive profitability.
During today’s conversation, Suzuki enthusiastically shares strategies for dealerships to excel in 2025. She advocates for a shift toward tailored customer experiences, particularly in sales and service, as a key initiative for the year ahead.
In addition, Suzuki emphasizes that achieving better results requires innovation, noting that dealers must stop relying on outdated methods. With advances in technology, such as AI, Suzuki advises against simply using tech for follow-ups or efficiency. Instead, she recommends dealerships focus on anticipating customer needs and personalizing experiences. This means taking the time to dig into CRM systems, learning about customers’ preferences, and making customers feel welcome with relevant details upon their arrival—whether they’re there for sales or service.
She draws parallels between personalized dealership interactions and the customer experiences offered by Amazon, stressing that human connection remains essential in the age of technology. Suzuki provides an example from her own life, where a dealership could easily personalize interactions by acknowledging her family’s frequent use of her car’s ski and bike racks. For her, making a human connection means remembering customer details and adding value, whether through a friendly greeting or proactive advice on vehicle care.
Suzuki also highlights the importance of the service department, calling it the “heart of the dealership.” She notes that service departments are often overlooked in favor of sales but can be key drivers of loyalty and profitability. Addressing common missed opportunities, she explains how maintaining relationships with service customers—such as following up on missed appointments or offering relevant promotions—can significantly boost dealership success.
Nevertheless, she concludes by stressing that success in 2025 depends on dealers embracing change, focusing on meaningful, value-driven customer interactions, and leveraging both technology and human connection for lasting impact.
“I always tell people in my classes: if you want better results, something has to change. You can't keep doing the same thing and expect different results. Tailored experiences in 2025 are key.” – Jen Suzuki
