As a preview to Top Dog 2024, we are re-releasing the podcast we did with Will Guidara, the bestselling author of ‘Unreasonable Hospitality’. Back in April, Will’s team did an in-person workshop during the Coaching meeting as part 1 of a 2-part agreement with him. The second part of that agreement is that he is our Keynote Speaker this year at Top Dog 2024. 

If you don’t know what Top Dog is, it’s our annual event where the dealerships in our coaching program come together to hear from experts outside of the auto industry, meet their competition from around the country, and leave fired up to motivate the rest of their team back at the dealership. If you’re not in coaching yet, there is still time to get in so you can join us at Top Dog in October.

Now, onto Will Guidara on Service Drive Revolutiooooooooonnnnnn.

In this post, I’m excited to dive into the key takeaways from our discussion and explore how adopting unreasonable hospitality can transform the way you serve your customers.

Going Beyond Customer Expectations 

At the heart of unreasonable hospitality is a simple but powerful idea: go beyond what’s expected. It’s about surprising your customers by anticipating their needs and exceeding their expectations. As Will put it, “It’s not just about doing what’s required; it’s about delivering the unexpected.”

In the Service Department, this could look like greeting customers by name as they walk in, offering complimentary drinks or snacks while they wait, or providing a loaner car without them having to request it. It’s often the small, thoughtful gestures that leave a lasting impression and make customers feel truly appreciated.

Building a Culture of True Excellence 

Creating a culture of excellence begins with leadership. As a leader, it’s your job to set the bar high and inspire your team to rise to that level. Will shared a story about his father, also a restaurant industry veteran, who instilled in him the importance of leading with integrity.

“My dad showed me what it means to act with intention, and for him, it wasn’t optional—it was essential,” Will explained.

To cultivate excellence within your Service Department, it’s crucial to lead by example. Establish clear expectations, invest in continuous training, and recognize the hard work of your top performers. When you prioritize integrity and intention, your team will follow suit, and the results will speak for themselves.

The Art of Personal Connections 

Another pillar of unreasonable hospitality is forging genuine connections with your customers. It’s about seeing them as individuals, not just numbers on a service sheet, and showing a real interest in their lives and needs.

Will shared how his team at Eleven Madison Park would research guests before they even arrived, learning their preferences, interests, and any special occasions they were celebrating. This allowed them to create tailor-made experiences that went above and beyond.

In a Service Department, you can apply this same approach by getting to know your customers on a deeper level. Ask about their driving habits, their vehicle preferences, and any concerns they have. Use this information to offer personalized service and recommendations that make them feel heard and valued.

Harnessing Positive Obsession 

Throughout our talk, one theme kept resurfacing: positive obsession. Will described it as a relentless pursuit of excellence that pushes you to continuously improve without losing balance in other areas of your life.

“I believe you can be obsessed with something in a way that’s healthy, that doesn’t overshadow everything else,” Will said.

In your Service Department, this means being dedicated to delivering exceptional service, cultivating a strong team culture, and constantly refining your processes. By channeling your passion and commitment into these areas, you’ll create an experience that customers remember—and one your team takes pride in delivering.

Bringing It All Together 

Implementing the principles of unreasonable hospitality won’t happen overnight. It takes a genuine commitment to excellence, a readiness to go the extra mile, and a passion for making a positive impact on both your customers and your team.

But the rewards? They’re worth it. By embracing unreasonable hospitality, you can set your dealership apart, foster deeper relationships with your customers, and inspire your team to consistently give their best.

Ready To Take Your Service Game To The Next Level? 

If you’re ready to create unforgettable customer experiences and set your Service Department apart from the competition, I invite you to book a 15-minute strategy session with my team. In this call, we’ll discuss your specific challenges, goals, and share some proven strategies I’ve used to help dealerships across the country implement unreasonable hospitality.

Don’t settle for ordinary service. It’s time to embrace unreasonable hospitality and elevate your service game to new heights.