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CANADIAN INDUSTRY ONLINE - FEBRUARY/MARCH 2014
they will make in a lifetime.
“
Looking after the customer and
saving them time are the biggest rea-
sons we sell vehicles,” Eade explains.
“
Most people don’t have time to run
around to different manufacturers to
choose a car. And if you can show the
value of the brand, Ford, it saves them
time.”
Woodridge, along with its two
sister dealerships, sells approximately
40
per cent of the volume of Fords sold
in Calgary. Therefore, Woodridge is a
huge part of forecasting for the year
for Ford. “We have a great relationship
with Ford, and we appreciate this—
Ford is the most transparent manufac-
turer out there.”
Woodridge uses a number of in-
centives for sales, but the most signifi-
cant aspect of business is getting repeat
business. Woodridge offers a rewards
program which has proven very suc-
cessful: “it’s on service and sales, when
a customer services their vehicle with
us they earn 5 per cent of every dollar
they spend back into a service account.
These are real dollars not points,” Eade
says. On the sales side, this reward is
10
per cent.
THE FUTURE
Varying financing options are be-
coming more popular with car buying
in Canada, and Woodridge says that
leasing is becoming more common as
an option, something they are happy
to help with. In addition, Woodridge is
always looking for more ways to save
the customer money, and keep them
coming back.
The dealership is big on commu-
nity service, and with their team on
board run an annual golf tournament
for the last 28 years that has raised be-
tween $3-4 million dollars for disabled
children organizations.
Woodridge has proven to be a
shining example of customer service
for three decades, and plan to continue
their great sales and customer service
record for another 30 years. “When
you think about it, the car is second-
ary to our success in a way,” concludes
Eade, “it’s really all about the custom-
er.”
WOODRIDGE FORD LINCOLN
