National Sales Manager, Buckeye Dealership Consulting

The holiday season brings opportunities to strengthen relationships, even in business. In the buy here, pay here (BHPH) industry, where customers must make regular payments to keep their vehicles, it’s essential to support them during what can be a financially challenging time. For many, a vehicle isn’t just a convenience—it’s a necessity for work, school, and family obligations. But, with added holiday expenses, some customers may struggle to keep up with payments, making it crucial for dealership staff to balance empathy and accountability.

Understanding these challenges can strengthen long-term relationships. Many BHPH customers face limited options, seasonal job fluctuations, or tight budgets. The holidays can amplify these stresses, particularly for single parents or those striving to give their families a memorable holiday. Building a relationship based on empathy and support can make a real difference, as it encourages open communication benefiting both the customer and dealership.

Building Strong Relationships

The success of a BHPH dealership goes beyond transactions. Trust and understanding with the customer are key. When customers feel valued, they’re more likely to communicate openly. Simple gestures like listening to concerns or offering a warm greeting show customers they’re more than just account numbers, making tough conversations easier. Here’s how you can show empathy:

1. Acknowledge Their Situation: Recognize the challenges of the season with a simple statement like, “I know things can get tight around the holidays.” This assures customers you see them as individuals.
2. Offer Practical Advice: Share basic budgeting tips or discuss the importance of their car payment. This can help them feel more in control.
3. Explore Payment Options: If policy allows, consider flexible options like short-term deferrals. While not always possible, showing willingness to work with them reinforces trust.

Balancing Accountability

While empathy is key, accountability is essential, too. Timely payments are crucial for managing vehicle accounts and avoiding repossession. Gently reinforcing this responsibility is important. For example, saying, “I know things may be tough, but staying on top of your payments will help avoid further stress,” shows support while underscoring their obligations.

Tough Conversations with Care

Some conversations may be unavoidable, like reminding customers of due dates or discussing missed payments. Here are strategies to handle these with compassion:

1. Be Direct but Kind: Don’t avoid the issue, approach it sensitively. For instance, say, “I want to help keep your account in good standing, so we’ll need to stay current on payments.”
2. Listen to Understand: Let customers explain their situation. This not only helps you provide better solutions but makes them feel heard.
3. Provide Clear Options: If adjustments are available, make sure the customer understands their options, helping them feel more empowered.
4. Emphasize the Bigger Picture: Remind customers how important their car is for their responsibilities, encouraging them to stay on track.

Celebrating Wins Together

Acknowledging when customers manage their accounts well, especially during the holidays, reinforces positive behavior. A simple “Thank you for staying on top of things” can go a long way in building confidence and commitment.

In Summary: Balance Empathy and Accountability

The holiday season tests financial resilience for many customers. By balancing empathy and accountability, you can help them navigate this time with confidence. This support not only aids customers during a challenging season but also builds a long-term, positive relationship that benefits your business and the lives of those you serve.