Tag Archives: Sales Team Motivation

Humble Mechanic on Customer Retention

Want to Attract and Retain Clients? The Humble Mechanic Weighs In

When you think about the ecosystem of a dealership, do you place techs and salespeople in totally different areas? There’s no overlap between those skillsets, right? Wrong. Very, very wrong. In fact, when your techs have knowledge and understanding of customer service, it can make a HUGE difference in terms of client satisfaction and retention. And this is just one of a few adjustments your shop can make that will bring in more customers and keep them coming back over time. 

To talk about what these changes are and how to implement them, I had Charles Sanville, better known as “The Humble Mechanic”, on Service Drive Revolution. He’s seen the impact of things like techs who know customer service firsthand. A million and a half years ago, as he puts it, Charles started as a technician for Volkswagen Audi shop in North Carolina…and that’s where he stayed for the majority of his automotive repair career. He references taking apart VCRs in telling the story of how he made his way to tech school–that’s how many years ago he’s talking about–but you’ll have to listen to the episode for that part

Charles came to VW with no professional experience fixing cars. Before starting as a tech there, he’d been a salesperson at a different dealership and worked in retail while he went to tech school. But unlike many other techs, he’d never worked in a shop as a tech in any capacity before. And the thing is, that’s what he sees as being his biggest advantage. Why? He came in with an understanding of how to treat and take care of his clients–a skill that those other techs often lacked. So many techs would rather avoid contact with clients, focusing on doing “their job” well. Charles, on the other hand, wanted to build relationships with his clients and created what he refers to as a “tiny service station” inside the dealership. He didn’t necessarily do it with the goal of retaining more customers than his colleagues, but that’s what happened. His customers didn’t just choose to keep coming back to the dealership for repairs, they chose to come back specifically to see him. The way he put it is pure gold: 

Never wanted a customer to think, “Oh my God, what do I do? Or how much is this going to cost me or what the heck? Who is going to look at this and figure this out? Am I going to get ripped off?” It was always, “I wonder when Charles can look at my car.”

This mentality took away the stigma so many people associate with taking their cars in to get repaired. Rather than thinking about getting “ripped off” or what a pain the experience would be, Charles’s clients were eager to bring their cars to him for a dependable, trustworthy repair and a friendly experience. 

With this mindset, Charles was able to take ownership, and ultimately control, of his business as a tech. He wouldn’t waste time blaming the system or other people if business slowed down–which it rarely did. 

So, where do service advisors fall in all of this? They’re usually the ones talking to clients and making those transactions happen–not the techs themselves. The problem is, more often than not, techs and service advisors operate so independently that it’s detrimental to them both. For example, in order to give a good presentation to a client on what kind of work their car needs, service advisors need to have a solid understanding of what the problems are. But more often than not, they just get the inspection sheet and use that basic information to fill the client in. Sometimes, this is because they just aren’t curious about what the details are. Other times, it’s because they think the tech will feel as though they’re questioning their work. Whatever the reason, it leaves the service advisor without information that could be helpful in presenting to the client. On the flipside, techs often treat the whole process like all they’re selling is a commodity and don’t feel the need to communicate with service advisors. 

This poor communication is a huge problem in the auto service industry. In addition, different positions within the dealership often get so caught up in sticking to their roles that they lose sight of the common goal: to fix the car and keep the customer coming back. In combination, these two problems can have a really negative impact on customer retention. 

On the other hand, when techs and service advisors communicate and work together toward a common goal, the whole game changes. Instead of just handing over the inspection sheet and moving on, the tech goes to the service advisor and briefly explains the issue and the service advisor has the chance to ask a few questions to make sure they know what they’re talking about. Then, the service advisor can finesse the explanation and take it to the client. The client will inevitably trust what the service advisor is telling them more if the advisor says that they went back to the shop and talked to the tech about the tie rod that needs to be fixed and why that is rather than just saying it needs to be fixed. If the client has questions, the service advisor can actually answer them rather than bumbling around and BSing them. Plus, the service advisor will likely deliver the information in a way that appeals to the client (and without the expletives tossed around in the garage).  

Charles saw the typical issues play out at his VW dealership. He also noticed some major shortcomings in his dealership’s social media strategy. He saw other dealerships offering crazy promos and deals–$5000 off your new Chevy if you purchase in a certain time period and things of that nature. But what he didn’t see was shops who were really promoting their service. He’d always known that his shop was particularly awesome. To start, it was a VW dealership and the people he worked with and around were really killing it at retaining customer relationships. He tells some stories about seeing different generations come in and swapping out bumper stickers as kids grew up and started new schools. So when he thought about social media, he wondered how his shop’s unique vibe and customer service could translate to their online persona. He wanted to change the dialogue around the auto service industry and the stigma and fears clients have about bringing their cars into the shop. When he brought this to the dealership, they got on board but then immediately outsourced to a company to manage their online persona for us. 

Charles wasn’t into that, so he decided to do it himself and created a resource for customers as well as techs that lets you in behind the garage door. As the Humble Mechanic, Charles pulls back the curtain to give consumers some insight as to what is going on with their cars, what’s not working and why, and how they can talk to their service advisor or tech about it. His business is thriving, and that’s because it does a few critical things: It provides customer service in a space where its lacking and needed, many people really are interested in what’s going on with their cars, and it takes away the mystery of the whole process. In the auto service industry, there’s so much mystery behind the diagnosis fee or why a certain job takes as long or costs as much as it does. This is a big part of the reason why there’s so much distrust when it comes to auto repair. As the Humble Mechanic, Charles explains it to them. For example, it might take seven hours to do a job by the book, but the tech has purchased specialized tools that allow him to do the job in three. If the tech only charges for the three hours of labor, it doesn’t account for the expense of the specialized tools. Explaining these kinds of things clearly to consumers helps build trust in the auto industry as a whole. Because Charles is no longer a tech himself, he’s providing this information and these resources without a pitch to get people into his shop, so he has nothing to gain in the process which further increases consumer trust. 

Dealerships that are looking to level up–and which ones aren’t?–should take note of the Humble Mechanic’s success and make a few powerful adjustments to how you run your shop that will not only bring in more customers but will keep them coming back:

  • It’s amazing how far a little hospitality can go! Southern hospitality in Charles’s case, but any kind of hospitality will do. Train your staff, from techs to service advisors to salespeople, to work together to provide the best customer service.
  • Let consumers behind the garage door…figuratively speaking. Clients don’t trust the mystery. They want transparency and information that is digestible to them. Having your techs and service advisors communicate will be part of that, but there are other ways you can do it too. Which brings me to the next point….
  • Be generous with information. Make videos about how to change a tire on a specific make and model, for example, and post them on your social media accounts. Your existing clients will see them and, more importantly, so will tons of other people who aren’t your customers now but might be soon. Plus, it’ll allow clients to make decisions about what they do and do not want to get fixed and weigh out the consequences of those decisions. 

If you make this minor yet impactful changes at your dealership, I guarantee you’ll see results in terms of both client acquisition and retention. 

Don’t miss out on the Humble Mechanic Charles Sanville’s words of wisdom. He knows what he’s talking about. Start by listening to this episode of Service Drive Revolution, then head over to his YouTube channel and the Humble Mechanic blog. You won’t regret it.

‘Service Concierge’ is the Biggest Threat to Your Service Advisors - Chris Talks to the Mastermind Behind It

Can Service Advising Be Automated? Quik Auto’s Jack Gardner Says Yes

These days, it’s more important than ever that businesses meet customers where they’re at. This means creating platforms that allow customers to engage when and where they need to rather than sticking with old school systems that don’t work anymore. That’s definitely true in the auto service industry and many service advisors–maybe even you–are looking for ways to deliver their services more effectively. 

I had Quik Auto CEO Jack Gardner join me on Service Drive Revolution to talk about how he created a platform to automate and digitize some of the work that auto customer service advisors and auto repair consultants have traditionally done. It’s started to take the automotive consulting world by storm and there’s a lot we can all learn about how it came to be and why it’s so successful in the world of automotive consulting services. 

Jack started his career as a Toyota tech and then tried sales. Turns out he was pretty good at the sales game. The problem is…he didn’t like it at first. He decided and even attempted to quit, but his manager pushed him to stay on. When he did, his mentality changed. There was less pressure and more drive to just see what he could learn and do. He describes it as “confidence that was derived from product knowledge”, and it led to a $16k paycheck in his second week alone. He also got into a fair amount of trouble and has some funny stories to tell, but I’ll let you listen to his episode to find out more about that…

Jack’s sales strategies were simple but effective. When the concept of leasing cars started to come up, he was hesitant at first because he didn’t get it. But when he saw another salesperson making bank off of fewer sales, he realized it was time to learn the game. He saw the money in it and learned everything there was to know about leasing. 

Once he had the expert knowledge about leasing, he figured out how to get that information to skeptical clients. He had a line he’d use to get them interested in learning more about it: “Would you agree that a better decision will always be made based on all of the facts, as opposed to some of the facts?” 

Once they said yes, they were on the hook to hear his pitch about leasing…and it worked. Then his strategy was to deliver a pitch that focuses on the basic terminology and information clients would need to make a decision, instead of getting into percentages and residual rates. His goal was to help them understand this new concept and why it would be a solid option for them to consider. And people considered it…at the staggering rate of about 60%. 

From there, it was all finding the “sweet spot”. He learned early on that allowing clients’ leases to mature was a bad move. After their leases matured, clients would come in to return their cars but often put more mileage on the cars than they had agreed upon. Once the contract was up, that meant that Jack had to tell the client that they owe more money, which never went down well and took up a lot of time and energy. So he started to touch base with clients to talk about trade-in before their leases were up. The trick about the sweet spot was that there was no specific timeline around it, it just came up whenever the manufacturer needed to move a supply of cars off of the lot. So Jack would wait for those moments to come up, then call clients who were leasing and offer them a new lease on a new car for a “comparable” payment, with “comparable” being the magic word. 

Another key point Jack made was that people remember the little things. If you deliver consistently on the little things, like making sure each leased car has a full tank of gas when it leaves the lot, you’re golden. That’s what people remember. So clients would spread the word to others about leasing and the smooth process and the next thing you know, he’s got an incredibly lucrative leasing business that leads directly into a solid used car business.

From there, Jack went into finance for a few years, then started as a general manager, and moves on to start training people how to lease cars. And then…he met a guy at a bar, as he puts it. They started talking shop and eventually decided to launch Quik Video, a business that sent information on multi-point inspections to customers in a manner in which they understood it. From there, it grew well beyond videos and into texting, electronic multi-point inspection, internal chat and more and they changed the name from Quik to encompass the new services. Quik. is a digital service advisor that lets customers see what their options are, learn about them, and make decisions without an in-person advisor. Basically, they offer a solution that makes relationships between dealers and customers more honest, open and transparent.

But more than the technology itself, the key to Quik.’s success has been consistency. Jack’s strategy was built on a few pretty simple but really important rules. The first one is Toyota’s Quarter Time, meaning that the results of a multi-point inspection should be in the customer’s hands in the first 15 minutes, which leads to an 80% chance of selling the work. If it takes 39 minutes, so those first 15 plus 24 minutes of delay, that percentage falls down to 10%. So Quik. offers dealerships a way to put that video out to a customer in 15 minutes, which led to impressive sales results. It’s a tried and true rule that many automotive industry consultants know, and it was confirmed yet again through the Quik. platform. 

Quik’s software saves dealerships tons of money and can generate even more revenue from customers. Why? According to Jack, customers have a hard time believing service advisors because they view them as salespeople looking to make the most money possible. When a digital program is telling them what they need, they tend to trust it–it’s just a machine that doesn’t know how to lie or upsell. In addition, customers can learn more and do it on their own time when they’re using software to do it. So, basically, they upsell themselves to the tune of about 30%. When they’re making decisions online, they opt in for more maintenance than they would with an old school in-person advisor. 

Plus, once customers decide they want to do in terms of maintenance, a technician can then look at that as well as what they decided not to do. If the technician thinks that the service is necessary, they can explain to the customer why they should do it in an online video that goes directly from the tech to the customer. This way, as Jack describes it, the customer gets that advice directly from the “doctor”–the technician–rather than the “receptionist”–the advisor. Psychologically, this gives the customer the sense that this work is important and gives them the opportunity to understand why, so they are much more likely to go for it.

Over time, Jack has learned that automating everything is crucial to Quik.’s success. Integrating with DMS (we won’t tell you which is the worst out there), making sure all of the different systems that are part of the inspection and maintenance process are talking to one another…those automation make sure everything goes smoothly. 

Jack’s main goals have been to help dealerships increase their revenue without additional work and to build a platform that gives customers what they want and need, instead of forcing them to use an antiquated system that makes it stressful and difficult for them. In elevating the customer experience, the three things that both the dealer and the OEM are truly concerned with will fall right into place:

  1. They will sell more work, which means the manufacturer is selling more parts–more selling all around.
  2. Customer Service Index will go up, because you’ve exceeded the consumer’s expectations.
  3. Retention will go up because of the other two fell into place, so why would the customer go anywhere else?

So, service advisors…what’s your takeaway here? It’s not that your role is going to be eliminated because technology can never fully replace talented service advisors. The takeaway is to develop strategies that allow you to be CONSISTENT in what you provide and how you provide it. As Jack says, technology won’t replace people, but it will replace the weak. If you aren’t weak, technology like Quik. will only help you out. If you are, it may take you out. If you’re interested in learning more about Quik., give Jack Gardner’s episode on the Service Drive Revolution podcast a listen here and check out their websites: Quik. and Service Concierge.

A Prisoner in your own mind?

HOW MINDSET DRIVES BUSINESS PERFORMANCE ON THE SERVICE DRIVE

Let me take you on a quick trip back to my band days. For those of you not familiar with “band” thinking, it’s very much like being in a gang. You must stick together, and everything is for the good of the band. So one day we’re practicing and Ian Astbury comes in and asks if there’s a drummer who wants to try out for The Cult. Well, I was the only drummer in the room so it was totally awkward. But because I was completely committed to that, “we must stick together,” band mindset I passed on the opportunity. My mistake.

But, back to mindset and being a prisoner of your own mind… Almost without fail, when we meet with new clients, whether they’re service advisors, service managers, or owners they’re stuck in an old way of thinking, often the result of bad experiences, or feelings not facts. That is no way to run a business, and I don’t want you missing out on your chance at being the drummer for The Cult. You create your own destiny. No, I haven’t just returned from Burning Man. This is real. Your mindset affects everything you do from dealing with problems to how you feel about yourself. So you have to have a mindset that is positive and informed to make smart decisions.

IF I HAD A DIME FOR EVERY TIME I ASKED A CLIENT TO RETHINK THEIR PRICING AND THEY SAID NO WITHOUT DOING ANY RESEARCH ON PRICES IN THE CURRENT ECONOMY I’D BE A BAZILLIONAIRE.

Tip 1. Do your research on current prices and see where you’re off. It’s lazy not to look at data and make assumptions about what people will or won’t spend.

Next, tip 2. Try new things and be open to new ideas. I promise that if you open your mind your brain won’t fall out.

I remember when I was always out in stores I constantly saw new things that were going on. But once I was stuck in my own shop I stopped seeing all those fresh ideas, and started to fall into the trap of creating my own ideas of what would work, or what wouldn’t. You must leave your own territory and see what other people are up to.

Tip 3. Train your employees about financials and profits. How to understand them and make pricing decisions that will help your shop make money.

It’s outdated, but we still think of technicians as grease monkeys, or somehow not skilled laborers. But with today’s technology these guys are mechanics, electricians, and in some cases almost engineers. You can’t do business without them, or their service advisors, so they all MUST learn about their numbers and financial statements too. The fact that service managers are not trained on financials is a joke.

I HAVE TO GO WALK THE DOGS BUT HERE’S YOUR QUICK RECAP ON HOW TO RESET YOUR MINDSET:

  •  Base decisions on facts over feelings.
  • Do your research and get the correct data.
  • Get outside your market and see what other business are doing.
  • Get a coach to help because we see what’s out there.
  • Get in a coaching group so you can be exposed to lots of different things and people.
  • Open your mind to new strategies and opportunities.

OK, GET TO WORK ON OPENING THAT MIND BECAUSE I PROMISE, YOUR BRAIN WON’T FALL OUT! I’LL SEE YOU NEXT WEEK WITH MORE TIPS AND TOOLS FOR BUSINESS PERFORMANCE.

Gamification with Mario Pernillo

GAMIFICATION: YOUR HACK TO MAKING HAPPY, PRODUCTIVE EMPLOYEES

Wouldn’t work be amazing if everyone did their job? Seriously, how many times have you asked your employees to do something only to turn around and realize they didn’t do it, or did it half-assed? That makes me extremely unhappy, and I’m pretty sure you feel the same.

Now, don’t get me wrong. There are lots of great employees—the kind who work hard, take pride in their performance, and act like a committed member of your team. And, we appreciate them. But, even those special types struggle if they’re not in the right environment. So whether we’re talking about service advisors, service managers or service technicians, how do you get people to willingly do their best all the time?

The answer is Gamification, and it’s exactly what it sounds like—using game playing to increase employee productivity and drive results. We’ve been doing this in the car industry for years—using games to motivate our teams. In the 400+ dealerships I’ve turned around, Gamification is still the best way I’ve found to drive momentum and results and get better work out of your workers. We are a competitive species. And the proof is the gaming industry. As of today, it’s worth $200 billion.

The point is if you’re not playing games with your employees, then they’ll just be playing games on their phones, instead of working. And, we all know how frustrating that is. So let’s get into the best ways to use Gamification. First, keep in mind the key to Gamification is anything can be a game. Don’t over-complicate this, or get caught up in too many rules. Get a deck of cards, or some dice—certainly keep things simple to get started. At Chris Collins Inc. we play games every day. Some of our favorite in-office games are dollar poker, baseball, bozo buckets, or anything that involves shooting things.

You can gamify your MVP’s— your most valuable products—you can gamify systems, sales, information gathering, call times—you can gamify almost anything, any system, any customer-facing interaction.

If you aren’t already a Gamification pro, you can get the specifics on how to set up games from this week’s Service Drive Revolution show. And, you can always get my book, Gamificationif you struggle with coming up with ideas. There are hundreds in there and they have instructions. Our guest host on the show this week, Mario Pernillo, talks about choosing games that have the right vibe for your tribe, and how you should pick a game that you think might work well for your group, and the issues they’re struggling with.

As the leader, boss, or manager it’s your job to get Gamification started, and create that energy. Make it exciting and show the guys you have prizes to give them. If you take the time to implement fun games, with rewards, the results will speak for themselves. Your employees will be more upbeat and more productive. We know – from experience.

Bringing Sexy Back by Chris Collins

HOW TO MAKE CSI AND PROFIT SEXY AGAIN

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:

  1.  Answer the phones and make appointments.
  2.  Have a great attitude.
  3.  Greet the customer.
  4.  Check their history.
  5.  Inspect the car while getting their history.
  6.  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.

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!

Chris Collins

DEALERSHIP GAMIFICATION, NADA 2016 LAS VEGAS

After one of the more memorable NADA Conventions comes to an end, let me briefly recap for those unlucky souls who couldn’t attend this year. We held multiple Dealership Gamification workshops focused on engaging employees to increase morale and productivity.

“Dealership Gamification is a hack that will enable you to quickly become the leader you need to be to move mountains. But this isn’t magic, or any kind of trick. This is a system founded on common sense, and a product of the fundamental human desire for happiness and challenges in life. It already exists all around us.”- Gamification: Playing for Profits

Studies show that 70% of millennials say they would rather be happy at work than earn a lot of money. Adjusting to this new standard using Dealership Gamification motivate teams to perform at their best. Hundreds of dealers from across the nation are now empowered with tools and games to implement in their dealership to motivate their people and see results immediately.

A special thanks to everyone in attendance, see you next NADA. For more training tools, check out our virtual training courses!