In this day and age, we’re all used to everyone having something to complain about. Listening to what customers have to say is a normal part of how any dealership should be doing business. Most larger dealerships have extensive survey programs that send out post-experience surveys to clients. This typically takes place after a customer gets an oil change or other car service done, and may not happen during the sales process. After all, who cares about what customers who don’t buy have to say? Wrong. The marketing department of any dealership is in a great position to get customer feedback, and use that to the dealership’s advantage. It isn’t about criticizing sales people or taking disciplinary action against those sales people who aren’t meeting quota. It’s about hearing specific data from a customer’s standpoint that reveals why a sale doesn’t happen on any given day.