This week we’re talking about how to make profit and CSI sexy. Get your mind out of the gutter because it’s not what you think…
One of the things that drives me the craziest is when people are having trouble with their service drive and they tell me they need more traffic, or some fancy gadget to solve their problems with profits or CSI. That is absolutely not the solution and here’s why. What we talk about the most is great execution and how to create momentum, and it seems like people are missing the basics.
Everybody wants their system to be exciting. OK, I get it, but they forget simple things like, answering the phone and greeting customers. People get busy searching for the new software that will save the day, but that won’t fix your business if you don’t have a solid foundation. You must be able to block and tackle first. Finding that next cool thing is meaningless until you do the basics brilliantly. After you’ve mastered the basics, then you can work on expanding and using technology to move yourself forward.
Subtle can be sexy. The basics can be sexy.
When we go into a business we audit the repair orders. Time and again we find that there’s no viable system in place. So while they tell us they need more traffic, what we know to be true is that more traffic will only bring about more of the same problems.
Let’s try something… Can you answer these questions? What happens when the customers drive up to the curb of your service drive? Do they sit there waiting? Does the service advisor come out and greet them at the car? Do customers know where to go? Often we overlook these things and want a magic pill to fix the business when what we really need is a flawless system up front. Here are the fundamentals for a strong front end:
- Answer the phones and make appointments.
- Have a great attitude.
- Greet the customer.
- Check their history.
- Inspect the car while getting their history.
- Offer all this in a way that the customer is comfortable and doesn’t feel pressure.
It’s crucial to excel up front so that it’s a nice experience, and your customers feel like you care about them. If you can help your customers avoid surprises, and not push sales down their throat you will become a customer collector. And, isn’t that the point?
You just create a great process. The trick is believing you can do it, and then practicing it over and over until it becomes second nature. And it will. We need to pursue excellence every day, and there are a lot of things to think about. Even when things are moving along you should always be looking ahead and thinking, what can we fix next?
The mother of retention is repetition. If you want to move the ball in a certain direction, get your CSI up and increase customer pay sales. Then get your team together (the service managers, service advisors and service technicians) and start training them! Figure out what you want it to look like, and what it’s going to take to get there. Then train, train, train, and train some more. A great training program where you do it step by step will work. The key to all of it is the basics, so stop thinking you need more traffic until your averages are really high. Traffic isn’t the hard part, and we can help you get traffic.
To recap, execution is most important and more traffic will only make things much worse if you’re not doing things right. You’ll lose your customer’s trust because they don’t feel cared for, or they’re waiting forever, or they don’t get called back. And, it’s your fault because your advisors are writing 20 customers.
No tablet or robot is going to fix this. So to all the service managers and service advisors: slow it down, get out of your office, and watch the customer experience. Break it down step by step. Fix one step, and then fix the next step, and the results will blow you away.