Everyone has heard of the old saying that "Selling is not Telling"
, right? So why are some dealers falling prey to techniques that throw car deals at every one of your service customers before, during and after they arrive? Have we forgotten the importance of a face to face conversation
while the customer i
s still at our place of business?
Your service managers and advisors are talking with thousands of customers in your service drive on a monthly basis. The process is simple: when they arrive, the service advisor greets them, listens to their concerns, and then recommends services by inspecting and then writing up a repair order. The customer may even wait in the service lounge while the services are to be performed. While they are waiting, they may deserve a conversation about their current status of ownership. However, the advisors must let sales know that this customer is waiting.
So now what? You know the customer is waiting. They may even be watching some TV, browsing the Internet for a new vehicle, or enjoying complimentary refreshments. The problem is that you don't know what to expect with a customer in the lounge. You could greet every customer, ask them all sorts of questions about their ownership cycle, pitch them some offer or ask the service advisor to ask for all this info. However, this seems like a lot of work and could offend the customer. What if you could know before and during their visit what conversation to have with the service drive customer?
Try this Face to Face conversation approach instead:
- Intro/Meet and greet
- Educate and Inform with a Conversation
- Problem creation (using word tracks)
- Deliver two options or one solution close (create sold outcome)
- Polite Exit with a Coupon Hand-Off (if unable to reach solution close)
So instead of "Telling" we move closer to "Selling" with a conversation that is targeted from your "Referred" customer that is waiting to be educated about their current status of ownership or just be welcomed with a smile to your dealership for their first visit here.
Hi <MR./MRS. CUSTOMER>, I’m <YOUR NAME>.
I work here at the dealership. Do you mind if I call you <CUSTOMER FIRST NAME>?
Our records show that this is the first time with this vehicle to our Service Department so I wanted to say hello and to thank you for coming.
Coupon Hand-Off (optional) – Here is a coupon for $5.00 off your next visit. We appreciate your business and the conversation and look forward to seeing you back.
Don't fall in to the trap of having impersonal conversations with your customers through phone, email and direct mail. Start leveraging the opportunity from the service drive by sending your sales team back to the service drive with targeted and trained face-to-face conversations that are relevant to your customers situations when the time is right.
Will you take the service drive challenge
by holding your sales and service teams to an accountable process that will improve customers satisfaction, retention and create additional revenue opportunities for both service and sales?