Excel in the Basics
 A successful dealership service operation excels in the basic fundamentals of service: communicating value and building customer relationships.
If a vehicle needed new tires and brakes replaced, the driver certainly would not invest in perhaps a new sound system, window tint, or paint job while they drove around without the basics covered—with poor brakes or a dangerously low tread depth; though figuratively, this happens every day in dealerships across the country. Thousands of dollars are invested in flashy menus, point of sale references, and training advisors in overcoming sales objections, rebuttals and closing techniques. These investments are not effective if the basic processes are not put in place to ensure the value of services offered are communicated, and open the door to relationship building.
By excelling in the basics, you will increase the value of the service experience. Value is defined as a “return on investment,” but value in the service you offer is defined by your customers. Too often, opportunity drives out of your service lane and into someone else's because the value of your services was not communicated. There are key processes that must be managed, and if practiced consistently, are proven to build customer relationships, increase parts and service sales, and improve customer retention.
Reservations. The first and most important impression of your operation happens during the reservation. A professional, friendly greeting should be the approach to taking ownership of a customer's service needs, and setting the expectation for their visit. Advise the customer whether they should be waiting or dropping off their car. Instruct the customer on where to go and who to see, and the approximate time length of their service. Based on time and mileage, review and prepare them for the additional services that may be due. Lastly, make it personal, “Ask for Dan when you arrive at 2:30.” This basic guidance, direction and consideration for the customer are a lasting first impression that will carry over through their service visit and experience.
Meet and Greet-Walk Around. Once a customer arrives, the tone is set by the meet and greet. Basic practices, such as stepping around the service desk and greeting the customer are noticed and appreciated. After securing the prime item, inviting the customer in a vehicle walk around with you is an exceptional relationship building opportunity. Inspect wipers, damage, and check tires with a tread depth gauge. The customer's involvement in the process makes this a relationship building sales opportunity.
Multi-Point Inspection-Menu Presentation. Another basic process and great relationship building tool is the multi-point inspection. Review this complimentary inspection with the customer, make sure they understand it, that it is free of charge to ensure the safety and dependability of their vehicle, and have them sign it. This not only makes the customer aware of your efforts above-and-beyond their prime item, but prepares them that there may be additional services required. Use multi-point inspections to point out what is in good condition and to prepare your customers for future service needs.
Present a menu of scheduled and recommended services to each and every customer during the write up process before service begins. Based on vehicle history, explain the benefits of services recommended at the current mileage, and offer prioritized options if necessary. The customer does not have to understand every technological aspect of their vehicle if they understand that your advisors do, and are prepared to explain and present them. Value-added processes such as explaining the importance of a multi-point, and the reason for scheduled maintenance establish this trust and build relationships—resulting in increased service sales today and for life with your customers.
Scheduling the Next Visit . Just as the dentist gives a patient a reminder card for their next scheduled maintenance, your advisors should be scheduling your customer's next visit. With all of the options our customers have for service providers, you must remind them to come back to your service operation for all of their needs.
Missed or Still Needed Services Follow-up. Not all customers will purchase during presentation, so make a missed or still needed sales follow up call a standard. This process will continue to cultivate your relationship even after the customer leaves your dealership.
Active Delivery. Ensure an active delivery with each and every customer. Have your advisors bring the car around to the customer, explain the repair order, review any additional items to be considered down the road, and most importantly, thank them for their business.
Industry statistics show that 80 percent of a dealership's customer base leaves and takes their business to an independent competitor by the end of their vehicle warranty. Not only does a dealer lose maintenance and light repair business when this happens, but possibly the customer's next vehicle purchase. You can overcome this through basic value added service processes and effective communication.
No matter what tools you invest in, or how well versed your staff may be in sales techniques, you must consistently excel in the basics, and use value added service processes and communication to maximize on the potential that exists in customer retention and profitable service sales.
Express to your service team the benefits of relationship building through practicing the processes. Communicate to the customer what sets you apart from the competition. Ensure that your customer understands the value of what you offer, and the return on their investment. The means of achieving success in the service lane is simply to Excel in the Basics.
To learn more about John Dillon Jr. or John Dillon Consulting Inc visit: www.best autopros.com or call: (614) 864-9308 or Email :
johndillon@bestautopros.com
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