A while ago, I tested an aftermarket quick lube to provide a firsthand comparison with the dealership process. Then recently, I wrote about the firsthand frustration of trying to book a service appointment at the selling dealer and the subsequent simplicity booking with a Midas store. This is a follow-up to that appointment, and it should give you hope in the service department.

How the Midas Visit Went

It was bad. Start to finish, the oil change service appointment was substandard. And if it’s the experience a fraction of car owners have at quick lube shops, it’s no wonder people are so jaded about the automotive industry.

When I arrived, the advisor did not meet my eye nor take my information. He clarified solely that it was for an oil change appointment, then told me it would be an hour to an hour and a half. No signature, no shuttle ride.

I walked to a nearby store where I killed 45 minutes. At 53 minutes into the visit, as I approached the Midas store, I saw my vehicle leaving for a road test. I was very impressed at the efficiency and timeliness, as well as the respectful driving I witnessed. However, I was quickly disappointed as I discovered the car was just going in for its service, not completed.

So, I sat in the waiting area of 5 chairs, staring directly at the front desk, where the service advisor never once met my eye or explained it the time frame. A half-hour later, I was presented a quote for a new HID headlight bulb (not burnt out) and an engine flush. It came along with a lie that the oil light was flickering and there was no oil on the dipstick. Poor schmuck had no idea that I actually know things about my vehicle.

So, I left with a bill lower than the dealership’s cost on an oil change, but with my head hotter than when I visit the dealer.

How Dealers Can Beat the Aftermarket Experience

Service managers, fixed operations managers, and service advisors, customers have expectations for the level of service they receive. The aftermarket industry is often based on beating price, but I can promise firsthand that it’s definitely not the driving factor for your service customers. If you can do a few things really well, you’ll be the go-to choice for car buyers, and you might even draw in some customers who didn’t buy from your store.

Be On Time

The one resource none of us can ever get back is time. Those 53 minutes I waited might not seem like much, but it’s more than enough time to make me hot under the collar. Everyone knows their car won’t go in the minute they arrive. But if you’re going to be nearly an hour behind on an hour-long service, you’d better say something to me when I’m checking in. Or at least give me the courtesy of a call soon after.

‘On time’ means that your customer isn’t in the lounge, tapping their watch or staring at the clock. They know what’s going on and can plan around it.

Be Honest

Nothing will turn your customers away faster than when you’re caught in a lie or stretching the truth. Something as simple as a burnt-out light bulb that isn’t actually burnt out can disprove your trustworthiness and prevent them from ever coming back to your dealership.

We all know it’s the best policy, but it’s so easy to tell a ‘little white lie’ sometimes to cover our butts. It’s surprising how much grace some people will extend when you tell the truth, though.

Be Friendly

Eye contact. Smile. Small talk. They all go a long way to developing a trusting relationship.

Be Different

Let people know that you offer services that others don’t. If you have a shuttle service, a loyalty program, a breakfast bar, or a coupon they can use that day, offer it! When you can show that you truly care for the individuals (and consequently, their cars), they see it. Be different than the other shops that are open just to make a buck.

Your purpose as a service department is to provide SERVICE to the customers. Then, they’ll be loyal, potentially purchasing their next car from your store, and starting the lifecycle all over again. It’s so simple, yet so hard to do sometimes. If you can follow through with these four little tips, you’ll surpass every aftermarket service center around you, and become the default choice for the customer.