The Book
Make your customers a matter of the heart.
How Automotive Clienting keeps you in the fast lane tomorrow as well: “Herzenssache Kunde in der Automobilbranche” (in German; roughly: “The customer as a matter of the heart in the automotive industry”) is the book for everyone facing the fiercely contested automotive market.
Redline Verlag · 288 pages · hardcover · in German
Herzenssache Kunde in der Automobilbranche
Subtitle, roughly: “New competitive opportunities and greater customer success with Automotive Clienting”
Edgar K. Geffroy, Bernd Behrens, Gerd Heinemann, Frank Isselborg
Developments such as big data, demographic change, car sharing and e-mobility present the automotive industry with major challenges. Surviving in increasingly cutthroat markets calls for entirely new forms of customer focus, such as Clienting, the relationship philosophy of Edgar K. Geffroy.
The team at BBE Automotive, FSP, partner of TÜV Rheinland, Bernd Behrens and Edgar K. Geffroy developed this philosophy further into Automotive Clienting. In the process, its basic elements were revised specifically for managers and practitioners in the automotive industry.
A valuable read for everyone facing the fiercely contested automotive market in Germany. It encourages you to make the customer a matter of the heart.
- ISBN 978-3-86881-610-5
- Published in 2015 by Redline Verlag
4
authors from consulting and automotive retail
7
keys to uniqueness for companies in the automotive industry
288
pages of practical knowledge on customer strategy
What’s in the book
1Market rules turned upside down
- The internet as a success factor
- Paradigm shift
- The new freedom
- Borderless markets
- Innovation through combination
2The fairy tale of marketing
- Marketing needs flexibility and speed
- The new openness
- The internet is a matter for the boss
- Automotive Clienting: the all-round view of people, brand and product
- The end of the old structures
3How sales will work in the future
- Knowledge is power
- The customer as salesperson
- New ways of thinking for tomorrow’s car sales
- Uniqueness wins
- People at the center
4Automotive Clienting – the seven keys to uniqueness for companies in the automotive industry
- The demanding driver and the informed car buyer
- Relationships are everything
- The importance of satisfied customers
- The triumph of soft factors
5A customer strategy built on benefit
- Day-to-day business as a strategy killer
- A strategy process for greater customer success
6First in the customer’s mind
- Ways into the customer’s mind
- The digital salesperson
- Success is a matter of attitude
7Who comes before the customer?
- Generation Y works differently
- Put employees at the center!
- I want fun, I want fun!
- The company as a family
8The triumph of the individual
- Between two worlds
- Advertising for everyone or advertising for me?
- Better technology, better service
- Measure for measure brings success
9The digital customer
- Myth 1: As long as there’s a website!
- Myth 2: What matters most is lots of visitors to my website!
- Myth 3: I just need to be found on Google!
- Myth 4: My website lives on informative copy!
- Myth 5: I only sell my product and my service!
10Faster than the customer allows
- Keyword: imagination
- Service with attention and heart
11New-customer business as an important complement to caring for regular customers
- How to calculate your success
- Google search
- The Facebook campaign
- Top decision-makers are won differently
- Seven steps to the customer
- The test drive lives on
12Kairos – the second that decides
- Fast, faster, matchstick
- Back to the future – with Chronos and Kairos
- When the inner voice speaks
13Partner instead of customer
- Welcome to the service desert!
- The spellbound spectator
- Partnership in the automotive industry for advanced players
- Are your customers still alive?
- It’s the interplay that counts!
14The new marketplaces
- Car service at home in the garage
15Relationship manager instead of salesperson
- Business is human
- It’s all about working together
- The new salesperson
- Relationship work
16Customer amazement instead of customer satisfaction
- Who has the solution?
- Forces of nature and door openers
- Dense fog
- Having coffee with George Clooney
18Helping is the chance to survive in competition
- People stay, products go
- Back to square one
- Helping helps
19The next generation of customers
- New customer groups, new luck
- On to women with high standards!
- The senior phone flop
20Connected cars, big data – opportunity or threat for the industry?
- The transparent driver, the transparent customer
- New business models for the industry
- What does this mean for the automotive industry?
The authors
Edgar K. Geffroy + Bernd Behrens = Automotive Clienting
Edgar K. Geffroy was an entrepreneur, business speaker, bestselling author, business rethinker and a personal friend of Bernd Behrens. With 30 years of experience as a management consultant, he was one of Germany’s most successful business thought leaders.
Clienting means success through the eyes of the customer: a relationship philosophy that enables companies to increase their sales in a simple, novel way. With the Automotive Clienting they developed together, Edgar K. Geffroy and Bernd Behrens put the individual customer at the center and apply the philosophy to an industry under heavy pressure to change: digital transformation, technical change and a new attitude toward mobility.
Ready to put Automotive Clienting into practice at your dealership?
In coaching, we transfer the method from the book to your company, your customers and your market.
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