I recently returned from speaking at the Ratchet+Wrench Management Conference in Orlando. I had the privilege of speaking with many new shop owners who were just beginning their journey. A reoccurring question was: what can I do to make my shop different than the rest? How can I distinguish myself and my shop? My reply was simple: aspire to be more than a salesman, be a genuine advocate for your customers.”
As an avowed capitalist, I love selling. I love the process of it and the dialogue that often ensues between the prospect and the salesman. But just as sauerkraut doesn’t mix well with ice cream, there are professions where the practice of selling doesn’t mix well with the best interest of the client whose wishes we purportedly serve. I contend that the business of auto repair along with the practice of medicine, law, accounting, financial consultancy, and mortuary services have separate and higher obligations to the consumer than does a typical retail sale because of the potential for harm. I think that we can all agree that a surgeon who recommends an operation because he has an arbitrary daily/weekly/monthly income goal has committed an egregious violation of trust. So too the stockbroker who recommends stock trades based on his commissions.
In spite of all the information available on the internet, there exists an inherent information delta between us as service providers and our clients. The average vehicle owner lacks the technical knowledge to fully understand the intricacies of automotive repair. Because of this delta it’s vital that our customers recognize us as advocates for them, not salesmen and this advocacy must be genuine. It can’t be motivated by self-interest. It can never employ false empathy as a sales technique which is common in retail sales. One of the best ways to begin this process of forging a customer relationship based on advocacy is through a process that I implemented at my shop soon after I opened over 26 years ago.
The process begins with the initial phone call to the shop by the prospective first-time customer. After noting all of the usual contact, vehicle and requested service or concerns, the CSR reads that information back aloud (including their surname) and asks “Did I get that right?” This shows that they were listening and plants the seed that their concerns are important. The CSR sets the appointment time and makes a request. The request is that they arrive 10 minutes earlier than their scheduled appointment so that they may complete a brief form allowing us to get to know them better. If you’ve marketed correctly, there should be little to no push back.
My CSR’s desk faced the one entryway to the property. She noted the type of vehicle driving up and compared that to the mornings appointments so that she could address the customer by their surname as they entered. After offering a cup of coffee or snack, she would hand them a clipboard and pen with which they would answer the eleven questions on the form.
The form has an opening statement that reads: “Please tell us more about how you view the vehicle you own or lease. Finding out what is important to you helps us to serve you better. A plan to address your vehicle needs tailored just for you saves you both time and money while conserving valuable resources.” This information was recorded in the SMS for future reference.
The questions that follow are straightforward and include asking if the car is owned or leased; if leased will it be purchased at the end of the lease? Is this vehicle their primary source of transportation or is it a “spare” or third car? What are the plans for the vehicle in the next twelve months? Have there been any recent repairs or accidents? Do they have any service records with them? How many miles do they drive between oil changes? Why have you brought your car in today? The CSR then reads the form, repeats the information back to verify that their responses are important. It can not be emphasized strongly enough that this process is about THEM.
I’ve lost count of how many times I’ve been told “Nobody has ever asked me these questions before, thank you.”
There’s a Japanese expression that states: “The nail that stands proud is the first to be struck.” Be noticed, be the nail.
