Chris Collins here. If you’ve been in the Service Drive for any length of time, you know that customer communication can make or break your success. It’s not just about what you say, but how and when you say it. In this post, I’m going to share some insights on how to master customer communication and take control of your Service Drive.
The Secret to Great Communication
First things first, let’s talk about the secret to great customer communication. It’s not really a secret at all, but most Advisors and Managers are going about it the wrong way. The key is to control the communication from the very beginning by framing exactly how it’s going to go.
When a customer drops off their car, don’t leave the conversation to chance. Tell them upfront what to expect in terms of timeline, updates, and next steps. This sets the stage for a smooth experience and eliminates the guesswork for both you and the customer.
Telling the Truth Matters
One of the biggest mistakes I see Advisors make is overpromising and underdelivering. They want to please the customer, so they say what they think the customer wants to hear. But here’s the thing – the truth doesn’t get better with age.
If the car isn’t going to be looked at until the afternoon, tell the customer that. If a part has to be shipped from overseas and it’s going to take two weeks, be upfront about it. Customers might not like the news, but they’ll respect your honesty. And that respect goes a long way in building trust and loyalty.
Have a System in Place
Great communication doesn’t happen by accident. You need to have a system in place to ensure you’re contacting customers when you said you would. Whether it’s a digital tool, a notebook, or a whiteboard, find a method that works for you and stick to it.
When I was an advisor, I would set reminders for myself to follow up with customers at specific times. This kept me accountable and ensured that I was always in control of the communication. It also prevented me from overpromising and underdelivering, because I knew exactly what I could feasibly accomplish in a given timeframe.
The Power of Empathy
At the end of the day, customers just want to feel heard and understood. They want to know that you’re on their side and that you’re doing everything you can to take care of their needs. That’s where empathy comes in.
Put yourself in the customer’s shoes. How would you feel if you were in their situation? What would you want to know? How would you want to be treated? When you approach communication with empathy, it changes the entire dynamic of the conversation. Suddenly, you’re not just an Advisor trying to sell a service – you’re a trusted partner who’s looking out for the customer’s best interests.
Mastering the Art of Follow-Up
Finally, let’s talk about the art of the follow-up. Just because a customer has picked up their car doesn’t mean your job is done. In fact, the follow-up is where you have the greatest opportunity to create lasting loyalty.
After a customer has left the dealership, give them a call or send them a text to thank them for their business and make sure they’re satisfied with the work that was done. If there were any issues or concerns, address them head-on and work to find a solution. Show the customer that you’re committed to their satisfaction, even after the transaction is complete.
Wrapping Up
Mastering customer communication in the Service Drive takes time and practice, but it’s a skill that will pay dividends for years to come. By controlling the conversation, telling the truth, having a system in place, leading with empathy, and mastering the art of the follow-up, you’ll create customers for life who will sing your praises to anyone who will listen.
If you’re ready to take your Service Drive to the next level and implement these communication strategies in your dealership, I invite you to book a 15-minute strategy session with my team. Together, you’ll identify areas for improvement and create a plan to boost your CSI scores and keep your customers coming back for more.
