I began my automotive career with a retailer who focused a great deal of attention on making the facility a place where customers would enjoy spending time. There were several different waiting areas for customers including an indoor patio, a lounge with a television set and library with leather furniture called "The Peace and Solitude Room".

I hadn’t thought much about it until I read an article this weekend by George Will entitled, "What is Starbucks really selling?" Mr. Will quotes author Virgina Postrel from her book "The Substance of Style: How the Rise of Aesthetic Value is Remaking Commerce Culture and Consciousness" in pointing out that people are willing to pay for more than a product and service. They want an evironment that is stimulating to the senses.

"Time was", says Will, "Henry Ford told customers they could have cars in the color they wanted, as long as they wanted black." And sadly, many dealerships still operate with that same attitude. The question is, are you willing to keep pace with today’s breed of consumer? Here are a few thoughts to consider:

Does your service waiting area still feel like an extention of the shop, complete with a parts counter and old greasy vinyl chairs?

What kind of music is playing (if any)? How loud is it? Does it compete with other things like a television set?

What type of cultural or interactive resources are there to engage your customers while they wait? (Games, internet access or a library)

Do you still use a loud speaker paging system for internal communications? (One of the most annoying and archaic systems still in operation at a dealership)

Note that none of these items are very expensive to replace. It’s really more about awareness and willingness to adapt to a changing world than anything else.