Tag Archives: Automotive

Technician Tree

THE TECHNICIAN TREE: HOW TO SURVIVE THE SERVICE TECHNICIAN DROUGHT

It started a couple of years ago. Out of the blue, I got a call from an old friend of mine, who is the Service Manager at a shop in Michigan.

His life was a mess; he was really upset. He said, “Chris, I just lost three techs and one was my best tech. It’s a nightmare, my boss says I have 30 days to hire techs or I’m going lose my job. I haven’t been home in a week. My wife is ready to kill me.”

“You gotta’ help me. What do I do?”

Seems like things happen in three’s, because not that long after I got two separate calls from friends with similar stories, all asking me the same thing:

Will you help me hire techs, Chris? We can’t seem to find good techs. There’s no good techs left

It seems like it is getting harder and harder to find great techs, and it wasn’t just my imagination. And then I found out the reason why…

It’s estimated that very soon we’ll be losing 2 technicians for every 1 we’re gaining!

Young people aren’t coming into the industry like they used to. The problem is Millennials are obsessed with tech–but they aren’t interested in becoming techs.

It’s gotten so bad I’ve started calling it the “Great Technician Drought.”

Up until now the best we could do is come to your shop and help you hire techs, which would cost you $10,000 or more, or get you into one of our coaching programs. We can get great techs (A, B, C+ and Master techs), into a service drive in less than 30 days. We do it all the time for our dealers.

We had no intentions of opening up this information to the general public, this is reserved for the dealers in our coaching groups. But one shop isn’t going to fix it. Even all the dealers in our coaching group can’t put a dent in it. The only way we solve this “technician drought” is by working together.

So, we created a course. You can opt in and get more information about it here. 

For the first time ever, we took everything we have learned in our 20 plus years, about attracting, hiring, and keeping techs, and combined it into an easy to follow system. I put my entire team on it and we spent the last few months working like Santa Elves to create a product that WILL help you hire technicians. Even the clients in our coaching groups haven’t seen the entire system all together in one place like this.

This is powerful stuff.

According to a recent fixed ops study, just one good tech can generate $12,000+ a month in revenue for your shop. That’s $144,000 per year you’re missing out on! Just one tech could change your entire business. So, don’t throw in the towel yet.

Next week I’ll be opening up enrollment and you’ll get a chance to sign up for the entire course. Every day without the right tech, your business suffers. I get it. So in the meantime, I’ll give you some tips to make your recruiting process a little easier right now.

Let’s get started.

 

Tip 1 Grease the hiring path

I can’t tell you how many times I’ve lost great techs because I can’t get them to start soon enough. The interview goes great, and you’re ready to hire them, but HR process gets in our way. I have seen it take weeks for HR to approve a hire… You’ve got to “lube that up” before the tech gets in there because delays will destroy you. We all know if you make them wait they’ll change their mind.

Know how to get their toolbox moved. That’s critical! When I’m hiring techs, I use this as a closer: I’ll say, “Okay, you’re going to start. I’m going to schedule the tow truck right now. When can I get your box?

I pay for the truck and send it down, and get his box. At that point he’s in. I’ve had only one or two instances where they’ve turned around and taken it back. When I have their box, 99% of the time, I’ve got them.

 

Click here to learn more.

The Answer To the Tech Drought

MAKE SURE YOUR SERVICE DRIVE IS DROUGHT PROOF

Take a moment and imagine…

It’s late on a Friday night, and your wife is calling for the fourth time asking when you’ll be home. You barely take her calls at this point because you know what she’s going to say, “You’re never around.”

You just lost your best technician, and man, he took a job in ANOTHER industry.

You’ve posted ads looking for new, qualified technicians, but the only guys who came in couldn’t get through HR, or pass a drug test. Your blood pressure is up. You’re pulling your hair out because you’re really worried you’re going to lose your job. The owner of the shop is coming down on you every day, customers are furious with the amount of time it’s taking to get their cars fixed. You’re starting to seriously consider outsourcing some of your shop’s work just to make the angry customer calls stop, despite what a financial loss that will be.

You find yourself in a completely unmanageable situation, and it doesn’t seem to matter what you do. You just can’t win.

Unfortunately, this is a true story. It happened to a friend of mine. And, almost every service manager I’ve met has a version of this. In this particular case my friend was literally at the end of his rope before he called me asking for help.

Fast-forward six months…

It’s Friday evening and the sun is just about to set. You look around and realize everyone is heading out for the day. There’s no one in the waiting room because all the cars have been repaired and returned to their owners, on time or ahead of schedule. Seriously.

A tech walks by and you tense up. He pops his head into your office to say, “We’re all done for the day. Hope you have a nice weekend!” Have a nice weekend… It’s music to your ears. Your wife sends a text that reads: See you soon! <3

Then your boss walks by and waves at you, which is the most enthusiastic he gets. You look around and realize there’s no more work to be done. It’s early enough that you’ll be home in time for dinner AND to show up to your son’s junior high basketball league game. You’ve done it and you sigh with relief.

This is life in a healthy, efficient shop. We can help you get there.

But, let me break it down for you:

The problem?

It’s simple. There’s a shortage of qualified technicians, and the work is backed up.

Why?

That gets more complicated. There are a lot of reasons. Some stem from the fact that young people are not coming into the industry because millennials don’t want to be techs. They have other interests, and cars just aren’t that important to them. Then, there’s the cost associated with entering the occupation—often a $7,000+ investment. Another big problem is how many great techs are leaving the industry due to poor treatment or wages.

What does it mean for me?

If you haven’t felt the loss yet, you will.

We’re headed towards a place where technicians will be outnumbered 2:1 making finding qualified ones even harder.

The good news is we have plenty of ways to help you not only survive, but thrive despite the impending technician drought resistant.

I mean, we’re fixers here at Chris Collins inc. It’s what we do, and we’re going to help you fix this problem just like we fix your other problems. No, we can’t train your dog, or go with you to counseling. But we’ve created some products that will ensure your business is drought free.

Stay tuned because more solutions are coming…

Motivate Your Techs

INSPIRATION IS NOT OPTIONAL: MOTIVATE YOUR SERVICE TECHNICIANS!

Business problems are easy, people problems are hard. I didn’t invent that phrase. It’s been said many times by many people, and it holds true for every business. Don’t pretend this doesn’t apply to you and your drive. I’ve said it before and I will say it again:

The most important people in your business and least cared about, are your service technicians.

Your service technicians are the only ones in the company who are qualified to solve your customer’s problems. Without talented, well-motivated technicians your drive simply can’t operate efficiently.

First, let’s agree that success is defined by the end goal. Results are what matters. We are the sum of what we achieve, not what we intend. It doesn’t matter if someone had the best intentions in the world. In business, what matters is how much gets accomplished.

Without exception, service departments that perform well have a leader who’s created a strong system. Without clear rules and accountability, the system breaks down. So you must have a good, easy-to-understand system. Then, you must be able to share that system. Start taking notes now because this is the pot of gold at the end of the rainbow.

This is the stuff that’s actually working on drives all over the country!

Tip #1 – Track Production

This is production! You have to see how much people are producing. You’re living in the dark ages if you’re afraid to put the scores up in your service drive. Hang a dry erase board immediately and start tracking their hours. It doesn’t matter if some guys don’t like that idea. You can’t worry about the low performer, or be afraid of losing him. Equality of result is a lie. It’s equality of opportunity. Everybody has the same opportunity but not everybody is going to get the same results.

If you’re feeding your low-performing technicians so that they somehow get the same hours as the guy who’s working his butt off, you’re not creating a culture of high performers. The culture of performance is vital. Create that culture of performance by writing down the numbers from yesterday and everyone will be kept accountable.

Tip #2 Get to know your technicians

The single best way to make your technicians feel appreciated is to sit down with them once a month and talk about their goals. No, you don’t have to be their therapist, or Oprah, to make a huge difference. Use lunch as an opportunity to get together. Trust me, no one is going to poach your guys if you have a personal relationship with them. Your technicians are people too—they’ve got families and situations to deal with so find out what’s making these guys tick.

If you have a busy schedule and not much time to chitchat here’s a cheat sheet of questions you can ask: How’s work going? How can I help? What’s in your way? How can we get better as a department? Since we know from experience that they feel like the most ignored and picked on group in your shop, it’s your responsibility to change that.

Tip #3 Gamification!

If you have not read my book, Gamification, here’s the link.

Buy it and read it cover to cover. Look, I know the technicians are there to fix cars, but they also need to enjoy being at work. Gamification is playing for profits. It’s important to have a pattern interrupt with them where they get to have a break and have some fun. Let them throw a baseball or basketball at lunch—whatever gets their energy and mood up. If those don’t sound good to you, the book has at least 50 games in it so there’s plenty to choose from. I promise, if you throw some cash around, and add some work games into the mix, your technicians will get more done and be much happier in the process.

Advanced Sales

SKYROCKET YOUR SALES WITH THESE ADVANCED SALES TECHNIQUES

I recently found out that we added a new service—we can marry you. That’s right, our very own coach, Jair Martinez has been ordained in the state of CA! (I’m not sure what that says about California.) So, not only do we have the best coaching groups, advisor training, and service manager University around at Chris Collins Inc., now we can offer wedding services. Imagine the fun.

Every day is a new adventure here at Chris Collins Inc.

On today’s choose your own adventure, we’re dosing you with advanced sales tips so sit back, relax and enjoy the trip.

Let’s start with two strategies that seem like common sense, but actually aren’t as commonly practiced as you’d think—tone and mirroring. G-man found these tips in a little book called, Never Split the Difference: Negotiating As If Your Life Depended On It, by Christopher Voss and Tahl Raz. We discussed these and more on this week’s show. In case you haven’t watched the show yet, we’ll share them with you here.

You make a lot of sales calls in your service drive, right? We always hear about the different tones of voice you can use when you’re on the phone with prospects. There’s the EXCITED VOICE!! The Direct Voice. And the late night DJ voice. That’s right, folks, I’ll be here alllll night. Smooth, relaxing, and there for you in those late night hours.

The tone we choose to use to engage our customers will literally set the tone for the conversation, and get them in the mood to buy from us. There’s varying philosophies on which tone works the best, but for success across the board—we’ve found the late night DJ voice is the most consistently effective. The late night DJ voice is soothing to most everyone, and that’s always going to be the one you use when things get heated. It’s also non-threatening and calms people down, and a calm customer is usually the happier customer.

The second strategy is called mirroring, and you’re probably familiar with the concept. Just like the late night DJ voice, this tip also works just as effectively for service managers and advisors. Mirroring is when a salesperson uses the last three or four words the customer said to them and repeats it back as a question. For example, if the customer says, “I don’t need my brakes checked today.”

You’d say, “Are you sure you don’t need me to check your brakes?”

This forces them to explain to you why they don’t need the service done. And often, in the process of explaining, they realize that they really do need it done! Or sometimes, if you do this repeat back process a couple times, people will break down and agree just to get you to stop asking questions. This is a scenario in which we actually want people to be “yes men.”

The science behind mirroring is that we’re attracted to things that are familiar, while we often feel repelled by things that seem foreign. So don’t repel people. Bring them closer to you with a soft voice and mirroring language. It gives the feeling of comfort and has a higher success rate.

Whether you need wedding services, want to join one of our awesome coaching groups or just enjoy reading my sales tips every week–here at Chris Collins inc. we’re here to serve. So dream big and sell hard!

Click here to subscribe and watch the show!

The New Era of Marketing by Chris Collins

THE NEW ERA OF MARKETING

This week was the show of a thousand thoughts… I think everyone forgot to take their Adderall. Of course, we got an update on Gary’s cholesterol because that’s becoming a hot topic here at Service Drive Revolution. Wherever we go people ask more about Gary’s cholesterol than anything else. But that’s going to prove my point later on about adding a personal component to your marketing. Hold on, we’ll get there…

Gary shared with me that I’m tweeting, which I find very hard to believe because I’ve never used Twitter. So he spent a few minutes reading my recent tweets and we tried to determine who’s actually writing from my account. Another oddity this week was that someone called me and asked me to comment on President Trump. My response to that? I need a year to think about it so ask me again in a year.

This week’s book report of the week is on Ego is the Enemy by Ryan Holiday. Gary was kind enough to explain that he initially thought ego referred to being cocky, but what the author is talking about in this book is far more subtle. In this case ego can stop you from progressing in a subtle way. Gary used his own career track as an example, explaining he had done so well as he ascended from service technician to service advisor to service manager, etc. that it caused him to rewrite history a little. When he looks back on his career it’s easy to remember the highlights and think he was great at each job. But the truth is there were failures every step of the way—it was experience and hard work that made him successful. But the mind (and subtle ego) makes it easy to remember the highlight reel and think he was really good the whole way through, not the actual learning curve that it was.

We also used a story about one of our friends as a perfect example of how the subtle ego can negatively affect one’s perspective. Our friend had been super successful at one dealership in Chicago so when he moved to a different state and got a job in a new dealership, he brought with him such confidence and big expectations that he was completely stopped up when he had issues there. Between office politics, a different culture and other barriers, our friend found himself unable to find success there and ended up quitting! His success at one dealership blinded him and caused him to have an ego and expectations that overlooked the need to try really hard and go back to basics at his new job.

The thesis of the book being you have to remain a student—humble and open to learning new things. The book references Ghenghis Khan and the Mongols and how despite their great success with conquering nations they still remained humble enough to learn and take the best pieces of each culture with them when they left. This way of doing business led them to champion the canon. By taking pieces of each culture they were able to create new technologies that made them even stronger. Gary wrapped up the book segment by trying to back out of his goal of reading 60 books this year. Seriously, Gary, four books a month is too much for you??

Back to the main topic of this show, which is the new era of marketing!

I look around at what other people in this industry are doing and it bores me! It’s all the same! So I put together some new, fun, usable tips on how to do effective marketing in this modern day. First, for the love of God, tell a story. If you look at what’s successful on TV these days it’s shows that have aspirational characters, drama and mystery. People love stories and they always have. Give your email blasts a personality. For example, the two best pulling emails we’ve ever sent were written in the voice of my Bulldog, Tequila. The point is to immediately hijack your audience. Using stories or a character is an easy way to capture the attention of your reader and draw them in.

Another powerful marketing tool is to use sequences. Sending series of emails is another tactic to keep your audience connected to your business and what’s going on. Next on the list and this one is super important, the more personal and real you are with your audience the better it will be received. The reason our Service Drive Revolution audience is so obsessed with Gary’s cholesterol is because it’s real and it’s relatable. This is a concern everyone has and allows people to share their challenges or experiences with high cholesterol. And believe me, people share their experiences whether we want them to or not.

Use cross over techniques! If you’re on several platforms for social media, which you should be, use them all. Put your posts on all of your social media and use video! Many people aren’t immediately comfortable with video, so practice. Video helps you rank better and improves your SEO. Facebook and Google pay attention to video so add it to your social media content wherever possible.

Make it entertaining! This one is kind of common sense but it bears mention. As well as telling stories make sure your copy is fun to read. Humor always works but even if you’re not a comedian, try and get original with your copy, emails and posts so your audience isn’t getting the same regurgitated content they hear over and over.

Tracking and conversions… Also known as fall in love with what gets results. We had a competition in the office where I asked three of our creatives to create an E-book about customer service. We gave them each a budget for Facebook marketing and I told them I’d give $500 in cash to whoever’s E-book converted the best. At first none of the E-books were converting but after we changed the pictures their numbers took off. By tracking what was going on, and making small changes, we were able to salvage their good work and get the conversions they needed by creating a better visual.

You really want to focus on what’s converting and getting results rather than being married to a headline. Here’s a little piece of gold from my personal vault—if you’re not getting clicks or it’s not converting try a variety of small changes. If changing the photo doesn’t work, try changing the colors on the email because a change as simple as that can make a huge difference. Often a color or headline that doesn’t look right to everyone will turn them off. Correct or alter those things and see what happens—what have you got to lose?

If you’re sending out post cards make them stand out. Use colors, or sizes or pictures that will make people notice that your content, mailers, whatever are unique.

The simple truth is when the value of something outweighs the cost people are happy to pay so make sure your content has value. Try using fiverr.com to get even more professional content. They’re great for logos, photoshop help—you name it and they have freelancers who can help. To wrap up, get creative with your marketing and the sky’s the limit!

The First 100 Days

FIRST 100 DAYS IN OFFICE, THE $50,000 TOURNAMENT AND OTHER TIPS FOR ENSURING SUCCESS IN 2017!

Can You Beat Trump’s First 100 Days?

Momentum matters and we’ve been talking about how to get into the year with the most momentum possible. First, you must be smart about your business and guarantee success from the very start of the year. How do you do that? I’m glad you asked and I’m going to tell you because we literally have the best service advisor training, service manager training, the best beats…and we will break dance fight you.

We’re more than a month into 2017 and the big question is what are your first 100 days of 2017 going to be like?

What prompted me thinking about this was hearing how so many people struggle with the simplest things in taking action. Often people get handicapped by the easiest pieces and I’m always hearing, “I can’t do this, I can’t do that…”

Yes you can! You can do anything! This is America for heaven’s sake!

To provide a parallel, we did research and in the first 100 days of the presidency the list of things that needs to get done includes hiring literally thousands of people, meeting with world leaders, planning initiatives, an inaugural ball, and that’s just the beginning. Like Trump or not—has he done more than you in his first days in office?

Think about everything the president has to do and then ask yourself why you’re struggling with simple stuff like changing prices?

What I’m saying is, get proactive! This is your opportunity to do an inventory on how much you’ve done to improve your business, get better and better yourself in the first part of 2017. You have to do it while the momentum is there. You have to set a pace right away and get everyone used to how this is going to work. Let your people know, “Hey, we’re going to tee it up and knock it down, and we’re going to do that over and over and over! If that’s not your pace then maybe this isn’t the right environment for you.”

Try changing your prices. Maybe you can get some downhill that you’ll be able to ride for part of the year. I talk to people every day who tell me things like, “Maybe we’ll handle that in June.” This literally blows my mind. I’m like, really? You want to wait six months? You’re going to lose the first half of the year! You have to take advantage of that time and start doing better now.

If you’re a service manager make a plan and tell your service advisors and technicians: this is going to happen on this day, and this is going to happen on this day. You need to prepare them and tell them what’s coming. You can’t spring it on them in June, because if you don’t plan and set benchmarks, then you don’t have anything holding them accountable for the results. And there’s no chance of using something fun like gamification to help catch momentum at that point. In ANY business you have so much stuff going on that things slip through the cracks if you don’t make a plan.

The point is, you have 60 days left to recover momentum and we’ll help you if you need help. That’s what we’re here for—to talk you through it, or tease you mercilessly until you do it.

PS: Get yourself a cup of coffee because here’s a big tip…

To help you get motivated we created a $50,000 Service Manager Tournament. 

Try and win our $50,000 Tournament. Trust me, you’ll look back and regret you didn’t do this sooner because with the $50,000 challenge you win even if you don’t win. Simply by entering and doing what we tell you to do you can crank your labor sales up ten to fifteen thousand dollars a month. That means by the time we crown the winner at our 2017 Top Dog event you might have already made $100,000 by then!

And you’re not competing against anyone but yourself, the winner is the dealership or service center with the most improvementover last year’s numbers. So, head over to the Tournament page to sign up and win.

I know what you’re doing isn’t easy, but it’s not super complicated either. You can change pricing, hire techs, do whatever it takes! And if you need help with certain tools we can help you, but let’s go, lets get fired up!

And while you’re at it, the next episode of Service Drive Revolution is up, so go check it out!

The Carlisle

WHAT’S DRIVING CUSTOMERS AWAY FROM DEALERSHIPS AND INTO INDEPENDENTS?

In case you missed the first episode…

For the last two weeks, we’ve been talking about The Carlisle Technician Study, which is a fascinating study that outlines the barriers between service technicians and service advisors, looking at the reasons why customers switch between dealerships and independents.

If you happened to miss the first part, go back and watch it first, because Jair told a fascinating story about seat belts that you can’t miss.

We talked about shocking stats we learned from The Carlisle Technician Study like

  • 43% of repair orders require additional clarification from the service advisor, costing each tech 30 min per day of follow up time.
  • 33% of customers are provided an unrealistic amount of time for the service.
  • Service advisors reported that customers get a realistic timetable for how long the service on their car will take 83% of the time

According to the study, the number one reason that would make someone switch from their dealer or repair shop is because their car wasn’t ready on time.

Seriously, can you afford to miss information like that? I gotta say, it really, really matters what service managers tell their customers. The consequences can be disastrous if the information they share is incorrect.

Okay, moving on…

In this weeks show, part two of our discussion about The Carlisle Technician Study, we talked more about the two biggest issues we’re facing with the technicians:

  1. The lack of communication between the service advisors and the service technicians
  2. The growth of Quick Lube, which has resulted in the least qualified technicians getting the most work while the skilled technicians get less.

This epidemic of breakdown in communication between service advisors and their service technicians is causing a bleed of time, money and the loss of customers. The service technicians feel frustrated and disconnected. This breakdown and loss of clientele to less-skilled technicians causes them to leave the business, further intensifying the problem.

So what’s the answer?
If you want your auto repair shop to thrive and prosper, then the following things need to happen:

  • Create GOOD communication between your technicians and your service advisors
  • Arrange training for your technicians
  • Create a growth or career plan for your service technicians, giving them something to strive for

In order to fix some of these problems, I suggested getting the service managers and service advisors together, making them walk over hot coals, starving them indefinitely or only giving them water for a couple days. But Gary didn’t think that was the best idea for morale…

Since Gary had a more doable approach, we’ll go through his tips to keep service technicians happy, feeling included and protected from leaving the industry:

-It appears everyone could benefit from increased communication, and it’s up to each shop to figure out how to get their guys to operate like a functional, effective team. I always lean towards gamification, as I’ve found that to be the most effective tool to date.

-It’s critical to focus on the guys you have in the shop; that means you have to protect them. One way to do that is to slow down! Most shops don’t want to slow down their technicians because time is money, but if time and money are being wasted, then slowing down to improve communication and clarify repair orders becomes vital.

-In order to retain your good service technicians, you need to provide a realistic career path for them. They need to get the kind of training that will help them be successful, and then reward them when they are doing well.

-TRUST. Whether you use gamification or trust building techniques, make sure your guys trust each other! The service technicians need to trust that the advisors are setting them up for success. The service advisors need to trust their technicians that if they give them clear instructions, the technician is going to work both hard and fast to complete the order on time.

Basically, the system has broken down. In order to rebuild, it requires everyone getting real clear on what each job requires. Then, how to work with the next guy in line to make sure he gets what he needs, so we can return the customer’s car on time and repaired correctly on the first go.

We know that if these things don’t happen, you’re going to lose the customer. It’s imperative to get the job done right and on time!

Card

USE GAMIFICATION TO SHATTER SALES IN YOUR SERVICE DEPARTMENT

As gamification – the application of game design, and even games themselves, to drive and improve sales and other business practices – grows more and more popular, I’m seeing a lot of dealerships applying it in their sales departments. Even simple things like a sales board with stickers for each vehicle sale, and a prize for the top associate at the end of the month, or a Wheel of Fortune-style spinner in the morning meeting conference room are forms of gamification, and I see those all the time at the most successful dealerships.

What a lot of dealership owners are struggling with, however, is how to extend the incredible success of gamification-based business practices from the sales department to the service department. That’s a shame, because done right, it can make an even bigger impact there!

GAMIFY MORE THAN JUST SERVICE SALES

The obvious solution, of course, is to gamify service sales, just like vehicle sales, just with smaller, more frequent rewards and spiffs. Sell a brake job? Get a spin on the prize wheel, or a turn at Nerf Bullseye or something similar.

But you can do more. I’ve had great success extending gamification to the technicians as well! Complete a thorough vehicle inspection? Get a turn at Blackjack: The House Never Wins. You could even extend it into things like completing repair orders under book time – just be careful, and make sure to emphasize quality, not shortcuts; maybe you can even gamify that!

GAMIFY CUSTOMER RELATIONSHIPS

How about a chance to win the pot for a perfect score on a customer survey? Or a turn in Jenga Towers for a follow-up call or email with a customer, to make sure they’re satisfied with their repairs, and to maintain and strengthen the relationship?

The possibilities are endless, and when combined with the comprehensive training packages I offer with my Virtual Training System, my coaching group, and even my done-for-you system that’s guaranteed to make your service department the profit-generating dynamo at the foundation of your dealership, gamification can make a huge impact on your sales, your profits, and your company’s culture.

Click here now to discover how to “gamify” your service department.

Jonathan

TIPS AND TRICKS TO INCREASE SALES AND BOOST PROFITS

As you probably know by now, I made my name helping turn dealerships around during the toughest time the industry’s had in the recent past. During the recession, while dealerships were going bankrupt every day, my clients had their best years ever! Not one or two—all of them!

Here are some of the tips and tricks I’ve shared with them over the years, to help make that kind of impact in their success and profits.

STOP COMPETING JUST ON PRICE – OFFER CONVENIENCE!

When it comes to your service department, the truth is that people are totally numb to the idea of a $29.99 or $24.99 or even $19.99 oil change. They’ve seen it too many times, they know that real quality costs more, and frankly, with some half-baked quick-lube place down the street that offers the same price while they wait, a lot of people just don’t want to deal with the hassle of making appointments, going to the dealership, dropping their car off and dealing with finding rides, or waiting for the slower, higher-quality service offered there.

So take the hassle out of it! Offer loaner cars. Not just to big-ticket customers, to every customer. It sounds like a lot to offer, and it does take some initial investment, but the simple fact is, it will pay for itself in no time. If you offer a loaner car even with just an oil change, your customers will be amazed! It adds convenience to their day, which for most people is far more valuable than a little bit of savings. More importantly, you get time with the vehicle to perform a full inspection. Then, if you find maintenance items or repairs that need to be done, since they already have the loaner car, it’s easy for them to say yes!

BECOME YOUR CUSTOMER’S “CAR GUY” (OR GAL)

Sometimes, a customer just has a question or a worry. It happens a lot more than you think! For most vehicle owners, their car is a giant, expensive mystery, and if it starts doing something weird, it can be scary! Unfortunately, people are so used to going to their dealership or other repair facilities, and getting high-pressure sales tactics, and even scare tactics thrown in their faces, that they’d rather just live with the worry, and hope in vain that nothing serious goes wrong.

Instead, encourage your Service Advisors to make themselves available to customers with no pressure. Once a customer feels like he or she can simply come to their Advisor and ask questions, or get concerns dealt with, without added hassle or feeling forced into anything, then when you do find something that legitimately needs to be dealt with, you’ll have enough trust built with them for it to simply not be an issue. I can’t tell you how many times my clients (or even my own dealerships) have told me that when using this technique, when a customer does come in and work needs to be done, they just smile and toss the advisor the keys, saying “I trust you. Do what needs to be done.” Wouldn’t that be nice to see in your own service drive?

For even more insider tips and tricks to increase sales click here.

Keys

BOOST CAR SALES THROUGH SERVICE DEPARTMENT TRAINING??

At first this may seem like it doesn’t make a whole lot of sense. The flow of a customer through your dealership after all, is that first they go to your sales department and (hopefully) buy a car. Then they go to your service department for a trickle of added, continuous revenue, right? So how can improving your service department make such a huge impact in your entire dealership’s performance, including New and Used Vehicle Sales?

CUSTOMER PERCEPTION IS BASED ON SERVICE EXPERIENCE

Seem surprising? Consider your internet provider as an analogy. When you think back on your time with your ISP in order to recommend it to a friend, or warn them away with horror stories, would you ever say “Wow, their sales agent was just amazing! Best sales pitch I’ve ever heard?” No, of course not. Instead you’d say, “Wow, their service is fast and consistent, I hardly ever have any problems, and when I do, their tech support is friendly, helpful, available right away on the phone, and always lets me know what’s going on, and when I can expect service to be restored!”

Your dealership is no different, except for the fact that while most homes in America only have one or two choices of internet provider, you probably have dozens of competitors all around you, waiting to claim the sales you miss.

THE CUSTOMER RELATIONSHIP IS WON OR LOST IN THE SERVICE DRIVE, NOT THE SALES FLOOR

Did you know that a typical dealership customer sees their Service Advisor an average of 16 times, for every one time they see their sales associate? Sixteen times! That means that the real perception, the real experience that your customers have, and the opinion they form in their minds about your dealership, is almost entirely based on their experiences – good or bad – in your Service Department.

Let’s get real. Your customers are not a captive audience. They have choices, not just among other dealerships, but at aftermarket repair shops as well. Once you lose the continuity of interaction that your service department offers a customer, they’re gone. When they need their next car, you may as well just roll the dice on whether they’ll come back to you or go to a competitor who’s running a flashier ad. Ads cost money by the way, so that makes acquiring – or in this case reacquiring – your customers, very expensive! But what if instead of paying expensive marketing costs for a mere chance at retaining a customer’s business, you could virtually guarantee it, and make money while you do so?

CHRIS COLLINS INC. TRAINING FOCUSES ON THE RELATIONSHIP

My Service Manager and Service Advisor Training is focused around maintaining the long-term customer relationship. I will teach your service drive professionals – and remember, they see your customers sixteen times for every time your sales associates do – how to make sure that every single customer has a fantastic experience, every single time.

When that happens, rather than rolling the dice, the next time your customer needs a new vehicle, to say nothing of their friends, family, and co-workers, they are more than 15 times as likely to choose your dealership for that sale, compared to a random new customer. Not bad, considering that rather than costing them money like their marketing strategies do, my clients’ service departments form the foundation of their profits as well, generating 50% or more of their total net profitability!

Click here to start boosting your profits now.