Do Our Peculiar Times Call For Rethinking Our Procedures?

Who would argue over whether we’re living in peculiar times? We’re told to wear masks before entering the bank. Computers ask us to prove we’re not computers or robots. People are more stressed about car repairs than ever before. Do our peculiar times call for rethinking our procedures?

Transmission repair shops face an age-old marketing challenge. We sell auto repair – something people don’t want, even if they need it, to people who don’t trust us. Here’s a list of four things people think about car repairs.

1. It will cost too much.
2. It will take too long.
3. It’s going to be frustrating, inconvenient, and stressful.
4. It’s going to be confusing, which leads to mistrust.

Only money produces more anxiety than a lack of trust. However, there’s no price that overcomes mistrust. Trust grows over time, but it can be shattered in an instant. Mistrust causes anxiety and fear. Customers can’t make reasonable choices while they’re anxious or fearful. Our job is to help people make rational decisions amid emotional circumstances. It’s essential to use procedures that build trust.

This article is the first of a three-part series. We begin with rethinking telephone procedures to match your shop’s unique needs. Part two explains how “bedside manner” does more than anything else to build trust and value. In the third part, I’ll share my secrets to closing every sale, every time, without pushy, high-pressure tactics.

Telephone Procedures for Our Peculiar Times

Is your shop’s phone a net, a filter, or a sieve? In today’s peculiar business environment, the importance of a lead varies from shop to shop. For many shops, every lead is vital. I’ve heard too many struggling shop owners say, “If I only had one more job per week, I’d be okay.” To those shops, I say, “You need phone procedures that are like a net, capturing as many leads as possible.”

On the other hand, many shops don’t want to capture every lead. They want to pick and choose the types and the number of jobs they do. These shops need a lead filtering system, capturing the work they want while allowing the rest to pass through. Many shops use their phone as a filter, purposely filtering out certain types of vehicles and jobs.

However, some are so busy, they’re unintentionally becoming complacent and careless with handling leads. However, no shop can afford to let the phone be a sieve – an unchecked, unmetered leak, losing leads indiscriminately. Even shops blessed with too many leads need some level of control. They, at least, need a “cherry-picking” procedure. Don’t let complacency turn your phone into a sieve.

Purposeful procedures that address your customers’ frustrations and fear are essential. You can successfully convert inquiries into appointments while balancing lead flow and appointments with your shop’s capacity. Wouldn’t it be nice to have alternative procedures that you can turn on and off as your shop’s needs change from month-to-month, week-to-week, or even day-to-day? Interested? Read on.

First, what’s your objective with a lead? Remember, you spent money on advertising to create leads. The best marketing in the world can’t overcome lousy telephone procedures. If you unintentionally fail to convert an inquiry into an appointment, you’ve wasted the lead and the money you spent to create it. Intentionality is the key.

Simply put, we aim to get the vehicles we want into our shop. We can’t fix it on the phone. We can only fix it in our shop.

What can we assume about a caller?

• They’re probably having a bad day.
• They might be anxious or nervous about their problem or about calling us.
• They might be fearful or confused.
• They fear paying too much, being inconvenienced, and possibly getting ripped off.
• They might have put off calling for any number of reasons, but they’re calling now. To them, it’s urgent. Leverage that urgency by offering to help them today.
• They might have trust issues.

How can we win their trust? The first step is to have a conversation. If they’re calling you, you’re off to the races. But internet leads are different. Building rapport or conveying compassion through emails and texts is difficult. It’s essential to convert internet leads into personal conversations.

Once you’re speaking with them on the phone,

• Be friendly, courteous, respectful, and honest.
• Be professional and compassionate. Say, “I’m sorry you’re having a problem. Are you and your car in a safe place?”
• Say positive and reassuring things like, “You’ve called the right place,” or, “I can help you with that.”
• Be confident and assertive – not defensive. For example, it shows confidence and assertiveness to say, “I can get you on our schedule for a performance check and estimate. Which is better for you, today or tomorrow?” Don’t say, “In order to give you an estimate, you’ll need to bring it in so we can check it first.” The second way may seem the same, but it’s defensive.
• Gently but assertively let them know, “This is how we do it here.”
• If, at any point, they ask or agree to come in, shut up and book the appointment.
• Ask good questions and listen. I suggest you write down their answers as you slowly repeat them. By doing this, they’ll know you’re listening, that you care, and they can correct anything you misunderstood.
• Answer their question(s) and follow up with a question. The person asking the questions is in control of the conversation. You’re the professional. Be reassuring, building confidence and trust.
• • For example, if they ask, “Can I get an estimate to repair the transmission on my 2011 GOGO Mobile?”
  • You might say, “You’d like an estimate to repair your 2011 GOGO Mobile. I’m sorry to hear you’re having a problem. Tell me what’s happening. What is it doing?”
• Listen to their answer, and then use one or a combination or the techniques below. Match the technique to your prevailing shop load.

The Net Technique – You’re trying to get every lead into the shop.

• Suppose they don’t agree to come in and ask more questions. Repeat their questions or comments, answer them, ask follow-up questions – invite them in again. Here are some good follow-up questions to consider.
  • How long has it been doing this?
  • Is it making any noise yet?
  • Are any warning lights, or is the check engine light on?
  • Has anyone worked on the vehicle?
  • How many miles are on it?
  • When was the last time you had the transmission fluid changed?
• Remember to repeat their answers as you write them down and follow up with another question. While writing down their answers, you have time to think about the next logical question.
• After two to three more questions, invite them to come in,
  • I’m sure you’d like an estimate as soon as possible. Our diagnostician has a couple of openings. Would you rather bring it in today or tomorrow so we can check it and give you an estimate?
• What if they don’t agree to come in? They’ll most likely say things like,
  • “Can’t you just give me a price on the phone?”
  • “I don’t want to bring it anywhere without getting a price first.”
  • “Just give me a ‘ballpark’ estimate.”
• Remember, your job is to be honest and help them make a reasonable decision amid emotional circumstances. Reason with them. Here are some ideas.
  • I understand that you want a price. But anyone who’d give a price without checking the car first is only guessing.
  • I wouldn’t walk; I’d run from a shop that quotes prices without knowing what’s wrong.
  • We always begin with a free road test and performance check so we know what’s needed.
  • Would you rather come in today, or is tomorrow better?
• Or try this one.
  • When it comes to price, the most expensive repair is one you didn’t need or didn’t solve the problem.
  • Your vehicle is electronically controlled. Many things can cause your problem that are minimally invasive and significantly less expensive than a rebuild. Something like a fuse, a connector, a sensor, a switch, or a solenoid, and believe it or not, even a bad filter or tainted gasoline can cause problems.
  • We don’t charge for the road test and check, and we can do it while you wait.
  • Wouldn’t you rather get facts – not guesses?
  • We want to help you. When would you like to come in – today or tomorrow?

The Filter Technique – Use this technique when you’re so busy that you want to filter out some jobs to manage your workflow and shop capacity. Personally, I’d bring the vehicles into the shop and cull out the unwanted jobs or customers at that point.

Still, ask the same good questions to determine if the vehicle and its symptoms are something you want to schedule and when. You can also get a feel for the customer to see if you want to work with them. Of course, you’ll still need to invite them in for a diagnostic appointment.

The Cherry-Picking Technique – If you’ve reached the point where you’re losing customers because sales are outstripping your production capacity, maybe it’s time to start cherry-picking. But don’t do this by unintentionally becoming complacent. Use an intentional procedure that you can adjust when the time comes that you need more business. Here’s an example of how you might respond to a caller who asks for a price. Still ask questions about what it’s doing, noises, repair history, etc. but use money and time to cherry-pick the jobs you want. Consider a script something like this one.

• We always begin with a diagnosis. The most expensive repair is one you didn’t need or didn’t fix the problem.
• Your GOGO Mobile is controlled through an electronic network that relies on the functional integrity of the vehicle’s computer, various fuses, switches, connectors, solenoids, and sensors.
• Problems with any of these components, and believe it or not, even a bad filter or tainted gasoline can cause mechanical problems like yours.
• Our objective is to determine if there’s a minimally invasive solution that’s significantly less expensive than a rebuild, and that fixes both your problem and its cause, so the problem doesn’t return.
• We’ll need your car for a full day to complete the diagnosis. We charge $XXX for our electronic and mechanical diagnostic service.
• As soon as I have the results, I’ll call you with a detailed report.
• I know transmission problems are never planned or convenient. So, I’ll make room for you today or tomorrow. Which is better for you.

These phone techniques might seem like common sense. However, many shops are forming bad habits or not using consistent, purposeful procedures. It would be best to have intentional phone procedures designed to achieve your sales goals balanced with your shop load.

You need a new selling system for today’s marketplace.

You can ignore reality, but you can’t ignore its consequences.