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Understanding the difference between a “transactional customer” and a “relational customer” is the first step to helping your team succeed in customer satisfaction and future sales.
Applying an ideal training program that gives your employee the competence and the confidence to help customers properly and start building a “relational” type customer is the next step.
“Sales people are not needed to quote prices. They are the bridge between the selling price and the perception of value provided to earn the sale – Jeffery Gitomer
A transactional customer is simply there to fill their current need. They are customers that you will see in your service department once a year or maybe once every two years having a repair completed on their vehicle. Compare that to the relational customer when you review their service history they have pages upon pages of service history and their service history includes all type of services from oil changes to mechanical repair.
Here are a few more quick examples comparing the two different customers we see on a daily basis.
Now it should be very easy to see and determine what type of customer you would like to see more of in your service drive. Now lets take the next step and talk about the most effective way to help your staff achieve this goal.
Training – the key to helping your team become better is first recognition, and then developing a training plan to help overcome some of these type of roadblocks in service.
A consistent training program will help your team identify these customers and have the confidence to help convert all your customers into a relational type long-term loyal customer. Here are some training tips to accomplish this.
Now that you are looking at your customer base differently, discuss it with your team and help them identify the benefits of having relational type customer in the service drive. Knowing that a relational type customer is looking for an expert to help them make the right decision, apply a training program that gives them the confidence to be the expert.