Episode 79 - “I’ll Pay It — But I Won’t Be Back”: How Fees Kill Customer Retention

Your customer might pay the fee. That doesn't mean they'll ever come back. Shop supply fees. Resort fees. Hospitality fees. Taxes. Add-ons. After 10 days on the road, Dave Rogers has had enough — and it leads Steve and Dave into a bigger conversation about something every dealership should be thinking about: What are all these fees doing to customer retention? Customers may accept a fee because they don't have much choice in the moment. But when they leave feeling nickel-and-dimed, you've potentially traded a few extra dollars today for thousands of dollars in future business.