This article is the second of a three-part series. We began by rethinking telephone procedures to match your shop’s unique needs. I explained how you can successfully convert telephone and internet inquiries into appointments while balancing lead flow and appointments with your shop’s capacity.
Looking ahead, in part 3, I’ll share my secrets to closing every sale without high-pressure tactics. But this month, I want to consider if we need to adjust our service sales procedures to address our customers’ changing needs.
I saw a survey that asked auto repair customers to list their primary frustrations with car repairs. Before you read the rest of this article, let’s see how closely you can match the survey results.
Below, in random order, are the top eight categories of frustrations listed on the survey. Rank them first through eighth by placing a 1 next to the frustration you believe was number 1, a 2 by the second, and so on – 1 through 8. I’ll reveal the actual results later in the article.
- It’s inconvenient.
- Having to wait to get an appointment.
- Loss of mobility – I need transportation.
- I won’t understand what’s being done and why.
- The price – am I paying too much?
- The estimate will keep going up.
- It won’t be fixed right.
- Taking it back, it will be a confrontation.
Let’s examine these eight primary frustrations and what you can do about them. All eight primary frustrations can be described by just one word – they’re all hassles on some level. So, what if we focus on eliminating the hassles as much as possible?
Just as the telephone procedures require purposeful steps, the service sales procedures must systematically address your customers’ frustrations and fears. The purpose remains the same, our job as service advisors is to help people make rational decisions amid emotional circumstances. Using procedures that eliminate hassles will build trust and provide peace of mind.
Put Customer Needs Ahead of Vehicle Needs
Nothing builds trust, loyalty, and value as predictably as treating people with courtesy, respect, and integrity. The days of justifying the price with a long list of parts and multiple complicated-sounding labor procedures are gone. In our low-touch service culture, people are starving for good old-fashioned service.
How’s your Bedside Manner? You need to use service advisory skills that provide a good bedside manner. Doing so will build trust and increase the value of your work. By the way, there’s no added cost or expense to an excellent bedside manner.
A good bedside manner can be like hypnosis. It can reduce your customers’ anxiety so they can make rational decisions amid emotional circumstances.
It’s inconvenient. If you don’t think inconvenience is a significant factor, consider this. I’ve personally postponed taking my car in for manufacturer recalls (free repairs) because it’s inconvenient. And I’m semi-retired with no kids at home! What about people leading full-time family- and career-driven lives?
While we can’t eliminate the inconvenience of going to the repair shop, can we at least make it a more pleasant experience? The words “accommodations” and “hospitality” come to mind. If we begin with the attitude that we’re in the hospitality business rather than the car-fixing business, I think our approach to customers would be more accommodating.
Lately, I’ve visited too many businesses (automotive and not) that made me feel more like an inconvenience to them than a customer. Greetings like, “What can I do for you?” may sound friendly to you, but when delivered routinely from behind a counter by someone who doesn’t even get out of their chair, they fall flat from the customer’s perspective.
Maybe we can’t make anyone want to come to our repair shop, but when they do, we can make them feel welcome and glad they did. Remember we’re helping them with their inconvenience – they’re not the inconvenience.
Having to wait for an appointment. Customers are already being inconvenienced by needing to come to your shop. They’ve possibly been trying to find the time, but when they call or stop in, they’re told that the next opening is days or weeks out. How does that make them feel?
I was in a shop last week and overheard the service advisor speaking with a guest, “Sorry, partner.” He said, “I’m already booking into next week.” (This was on a Tuesday, by the way.)
I’m sure they were busy, but in my opinion, he could have done any number of things that would have made this customer feel special and important. Here are some examples of what you could do.
- Show them that you care. “I’m sorry you’re having a problem. Let’s see what we can do for you.” Ask questions about the car and what it’s doing. Instead of just telling him you can’t get him in until next week, ask when he’d like to come in. For all you know, maybe he’s there to make a future appointment anyhow.
- If it turns out to be a serious problem, couldn’t or shouldn’t you offer to accommodate him, so he doesn’t risk driving it into a bigger problem? Or worse, what if the vehicle is unsafe to keep driving?
- What if you offer him a ride home or to work while you check out his car? You can always negotiate the time needed to repair it once you know the extent of the problem. Nothing says the repairs must be completed or started today.
- By the way, even if the customer agreed to come back next week,
when he comes in for his appointment, how credible would it be for you to tell him that he must fix the problem right away? Last week, you put him off. Why is this week any different? - If you put him off, what’s to keep him from going to another shop that offers to get him in sooner? You could lose a Class-A customer to a competitor.
Loss of mobility – I need transportation. This frustration is the easiest to resolve. Simply ask if they need a ride home or to work. Or perhaps they need replacement transportation for the duration of the repairs. If you don’t ask and offer, you’ll miss the opportunity to show how much you care.
Many shops have loaner cars available. I’ve heard shop owners object to loaner cars because insurance costs are so high. Today, there are insurance companies specializing in loaner car insurance, and it’s not as expensive as you might think. They even have rental agreement forms that protect the shop.
Another alternative is a Rental Car Rebate Program. They rent a car and you give them a rebate. You set the daily amount, number of days, any restrictions, and deduct the rebate amount from the total repair. (You can download a sample Rental Car Rebate Agreement on our website by going to “Connect with Us” on CoachThomMarketing.com)
Creatively help them reason through their mobility problem. Help them understand that even if they postpone repairs, they’ll eventually have a mobility problem anyhow.
I won’t understand what’s being done and why. | The Price – am I paying too much? | The estimate will keep going up. All three of these are based in a lack of trust, and nothing builds trust like clear communication.
The most important thing for you to recognize about price is no price will make them happy. Nobody wants to spend one dime on car repairs. Warren Buffett said, “Price is what you pay, but value is what you get”.
The best way to address this issue is to reassure the customer that you always give firm price quotes before you begin any work. Of course, the prices you give will be for such things as diagnostics, teardown inspections, repairs, rebuilding, or replacing the transmission. It’s essential to provide an explanation and firm price quote for the specific step and explain why it’s necessary.
It’s also essential to explain whether it’s the final job quote or for an intermediate step. If it’s just the next step, you should advise them what you’re doing, why, and the possible outcomes. In any case, the price of that step should be firm. Here’s an example of what you might say for a diagnostic service.
The results of our test drive confirm that something’s wrong and further diagnostic testing is needed. This includes an electronic vehicle system and onboard computer scan. We’ll also perform more road tests and a bumper-to-bumper visual inspection on the lift.
This diagnosis costs $XXX. However, if repairs are needed and you have us do the repairs, this fee is part of the repair. However, if we find the problem and resolve it while we’re doing the diagnosis, or if you choose not to have the repairs done at this time, the $XXX is all you’ll owe us.
Now, we’ll need your car for the rest of the day. I can offer you a ride home.
Because computers are so integrated into our lives, today’s customers understand that electronic problems require time for testing and diagnostics. Even us older folks have had to deal with malfunctioning cellphones, computers, and other electronics. Sometimes all you need to do is help them understand that their cars are more like computers on wheels.
It won’t be fixed right. | Taking it back, it will be a confrontation. Of course, these two are clearly related. The best way to deal with these frustrations is to prepare them for the possibility that something could go wrong. The best time to do this is when you return their car to them after it’s repaired. Here’s an example.
We’ve completed the repairs on your car. (Review what was done and why.) Now, these repairs are very complicated and involve both mechanical and electronic parts and components. We’ve thoroughly rechecked and tested all the work we performed, and although we don’t anticipate problems with the work, we have a warranty. Sometimes something can go wrong through no fault of the repairs we did, but even if everything is working perfectly, we’d like you to bring it back in two weeks so we can recheck it and ensure it’s performing properly. In the meantime, if you notice anything unusual, don’t wait the two weeks. Let us know right away.
By the way, the survey results were in the same order as the list at the beginning of this article. You might be surprised that price concerns weren’t ranked higher, but by showing that you care about them and taking care of their needs, price will be less of a factor.
I’ve encouraged our Coach Thom Marketing clients to take a Hassle-Free Pledge. In fact, one of our clients calls his shop a Hassle-Free Zone.
- We promise a hassle-free auto service experience.
- We promise to treat you courteously and professionally with integrity and respect.
- We promise to inform you about what we’ll do and why.
- We promise to inform you of any charges before we begin any work on your vehicle.
- We promise never to do any work without your prior approval.
- We promise to get you back on the road as quickly as possible by promptly completing the work and with substitute transportation solutions if needed.
- We promise to keep our commitments for completion times and price quotes.
- We promise to stand behind our work with our Hassle-Free Warranty.
Do you see how a company that delivers on this pledge has an edge over its competition?
Do you see how this will attract better customers and jobs with a greater perceived value?
Do you see how this will create buzz, word-of-mouth advertising, and positive online reviews?
Do you believe you can do it? Can you commit to the spirit of a Hassle-Free Pledge of your own?
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