HERE ARE A FEW QUESTIONS AND ANSWERS TO REVIEW AT YOUR STORE THAT CAN HELP YOU DECIDE IF YOU ARE IN A POSITION TO “DOUBLE YOUR CAR COUNT & DOUBLE YOUR PROFITS!”
Q: ARE YOU ANSWERING THE PHONE CORRECTLY?
- “Thank you for calling ( Your Shop Name). How many I help you?” This is simple but effective. (NO ANSWERING MACHINES)
Q: ARE YOU DIAGNOSING CAR REPAIRS OVER THE PHONE?
- Over the phone diagnoses are impossible to do accurately. Also, this allows your customer to shop you around (likely on a service they might not even need. Does a doctor diagnosis you over the phone or ask you to come in for a visit?) Instead, focus on getting the customer to bring their car in for a free inspection / written estimate by one of your ASE certified technicians.
Q: ARE YOU LIVING BY THE MOTTO, “IS NOW A GOOD TIME TO BRING IN YOUR CAR”?
- All service managers should be focused on getting cars in the shop no matter how busy you are.
Q: HOW FAST IS YOUR SPEED OF SERVICE?
- Does it take longer than 20 minutes to pitch a PMI service item to an oil change customer (your close ratio drops rapidly after 20 minutes because people are thinking about what they need to do for the rest of the day)?
Q: DO YOU HAVE AN ITEM TO SELL TO A CUSTOMER THAT CHOOSES NOT TO BUY PMI SERVICE?
- How about a 5 pack oil change? Lock your customer in for 12 months and put$1,500 – $3,000 of profit in your pocket just for asking oil change customers if they would like to get a free oil change today and save over $50 on future oil changes by buying your 5 pack oil change offer.
Q: HOW ARE YOU PITCHING YOUR BROKE CAR SERVICE OR PMI SERVICE TO YOUR CUSTOMERS?
- The best strategy is for to you do a “Show and Sell” with the customer in your shop bay. Or, if the customer is not in the shop, take digital pictures and e-mail them to customers that dropped their car off. Your close ratio will dramatically increase by takingyour customers into your bay and educating them on the problem. If you show a customer with a flashlight and laser pointer that the serpentine belt is cracked or that a brake padis gone, your close ratio will improve.
Q: ARE YOUR SALES PEOPLE PREPARED TO HANDLE THE TYPICAL CUSTOMER OBJECTIONS?
- Rehearse and role-play responses for these typical objections so they become seamless in your conversations. Objections include but are not limited to the following:
- I do not have the money. I am just going to wait and do the repair later.
- I am going to sell my car soon, so I will pass on the repair.
- Your price is too high. I am going to shop your price around.
- I need to talk with my spouse and I will call you back.
- I will think about it and call you back.
Q: DO YOU PAUSE WHEN YOU GIVE A PRICE TO A CUSTOMER OR DO YOU USE AN “ASSUMED CLOSE”?
- Always give a price and follow without hesitation, “We can get this service done for you today. Is this still the best number to reach you at?” When you pause, you give the customer a chance to think about it and reject the service. This is not to say some will say no regardless of your system, but if you are mailing the correct households, you will get the yes you want many times and will give you some negotiating room for the customers who initially say no.
Q: ARE YOU KEEPING YOUR CUSTOMERS UPDATED ON THEIR SERVICE AND DELIVERING THE VEHICLES ON TIME?
- Do not be reactive and have customers calling you for updates. This is really frustrating for your clients and does not help you get that coveted referral business. You want that customer to be so blown away from your service that they cannot wait to tell someoneabout your shop.
Q: DO ALL OF YOUR EMPLOYEES KNOW YOUR STORE’S FEATURES AND BENEFITS AND CAN THEY EXPLAIN THEM TO YOUR CUSTOMERS?
- Offering things like “Same Day Service”, “Free Customer Shuttle”, 3 Year / 36k Mile Nationwide warranty, Weekend Hours, Free Rental Cars, ASE Certified Technicians, and Instant Credit are all items that show you are different from your competitors. When you are mailing medium to high income customers, they do not buy solely based on price. Share the benefits and features. Close more deals!
Q: HOW MANY OIL CHANGES WALK IN AND OUT OF YOUR SHOP WITH NO ADDITIONAL PMI SERVICE SOLD?
- You have to hold your service managers accountable to sell service. If we pay them$40,000 per year as an annual salary, then we better be selling $40,000 in service each month. If your car count is up but your sales revenue is down, then you have a “frontcounter” problem. If your technicians are pencil whipping the PMI’s and are not writing up 60-80 hours of work that is needed on the cars they see, then you have a “back of the house” problem. The pressure always should be on the front counter. The sales staff does not sell until the technicians are busy. They sell all they can each day and hold work over to the next day if needed. We will cover a $50 rental car for a customer all day for a good sale.
Q: ARE YOU PITCHING PMI WORK AND OIL CHANGES ON BROKE CARS THAT COME IN?
- This is a very common mistake. You have an active buyer who approved you to fixa problem on their car, but after we fix the problem and make sure it is 100% completed, we fail to go after PMI work. Big mistake! You are losing easy money.
Q: ARE YOUR STAFF MEMBERS PRINTING OUT THE FOLLOWING FOR EVERY CUSTOMER THAT WALKS IN THE DOOR?
- This is your profit walking out the door if you are not doing these items.
- Maintenance Schedule for vehicle
- Completed PMI Sheet
- Written Estimate for all work found on PMI
- Service Bulletins
- Customer Histories (if applicable)
- Repair Order with detailed notes on broke car items, PMI items and approved & declined service