Smothers European in Santa Rosa has been selling Mercedes-Benz and Volvos for more than 25 years. The small, family-owned dealership has the experience it takes to excel in car salesmanship. And because it understands the importance of repeat business, its sales staff makes an effort to get to know customers by name.
“We have people who’ve been here a long time, people who can explain the features and benefits of the cars,” says Sales Manager John White. “With the Internet, people can shop online for a car. They only go to the dealer to test drive a car they like, and they often don’t reward dealers with repeat business. So you have to make a good enough impression that they don’t want to buy the car from someone else.”
This philosophy has helped Smothers European thrive. The company started in 1970 as a small auto repair shop, but in 1982, it added a Volvo dealership; Mercedes Benz joined the sales floor in 1992. Today, it’s a full-service luxury car dealership. In addition to good personal service, its employees are empowered to resolve client questions and problems honestly and quickly—something that keeps people coming back.
Another reason they come back is that they like the products Smothers sells. In particular, White says, he’s seen a lot of recent interest in green and fuel-efficient cars. In 2008, Mercedes-Benz will be releasing its Bluetec Sedan, a diesel engine offering that won the 2007 World Green Car award.
And White claims Volvo produces some of the greenest cars around. Volvos are 85 percent recyclable. The plastics are coded so they can be recycled, and the foam used in the seats emits no toxins.
“A green car and a fuel-efficient car aren’t necessarily the same,” he explains. “If you have a hybrid car, it may not be green because of the way its batteries are produced. So people should do their homework. Do Volvos get the best gas mileage? Absolutely not. Are they green? Yes.”
Competition is always strong between car dealerships, especially with Internet sales and the dipping economy. Smothers admits it’s seen a drop off in sales in the last year, but other parts of the business are thriving.
“Car dealerships really are several businesses under one roof,” says White. “We have service, parts and sales for each brand. When its hopping in the economy, we see sales producing well. When it’s a down market, people decide to fix their cars rather than buy new.”
It’s this ability to adapt that gives Smothers European the staying power and skill to best represent its brands…and its customers.
