After reviewing some processes at a shop recently, I was reminded of an article I read in an automobile magazine “Robots Ate My Road Trip.” In the article, David Brancaccio wrote about how he traveled across the United States without interacting with a human, and described the various types of robots that helped him. The article made me think about how we, in the automotive industry, have developed a routine that has become somewhat robotic.
Do you have one of those shops that have several clipboards on the receptionist counter waiting for the next customer to fill them out for you? It is getting to be common in automotive repair facilities but not the best way to welcome a customer.
Does this sound familiar: “Please have a seat and complete as much of this form as you can, somebody will be right with you.” Then an advisor meets the customer, looks at the clipboard and invites the customer to walk out to their vehicle with little fanfare.
Why do we miss out on a perfect opportunity to start the selling process by allowing the greeting to become routine and robotic? What about filling out the form for the customer, engaging them in some conversation and learning about them? There are things we can learn from their address, business name on their shirt, things you cannot see if they are sitting in a corner filling out a form.
Receptionist: “I see you live on Peach Street. My son plays baseball right around the corner from there.”
Customer: “My son plays there also. He’s on the Tigers sponsored by your shop. That’s why I came here.”
See what you learned -- your sponsorship is paying off. Spending some time with the customer at the beginning of the process by welcoming them, gathering information about them and their vehicle will pay great dividends during the closing process.
Providing the information you gathered to an advisor through a warm transfer will help them carry on with the welcoming process by continuing the conversation.
As an advisor continues with the interaction, they can discuss particulars about the customer’s vehicle as well as the customer.
Advisor: “Uh Oh, I see you have a Panthers decal, you know we’re in Giants territory don’t you?”
Customer: “That’s my husband’s team, he’s from North Carolina.”
Advisor: “I lived in Buffalo, moved here after college.”
Customer: “My husband stayed here when he retired from the military.”
Advisor: “Well, thank him for his service for me.”
As the conversation continues, the customer becomes a friend and not just another person walking through the door. People purchase from people they are familiar with and interaction feeds the familiarity allowing for an easier close on the sale. It might even earn you a referral.
There are so many tools available now, including iPads and tablets, that allow customer information to be directly input into computer systems. As a result, forms could become obsolete in our business. These tools increase accuracy and speed up the process giving you more time for conversation. Customer may be more comfortable because their information is not lying around on a piece of paper.
As you continue the conversational communication when you provide repair updates you solidify the relationship started at the welcome. You will find talking to a friend about their vehicle is a lot easier than calling a stranger. This makes your update calls easier and more likely to happen on schedule because of the reduced anxiety.
Because of your advertising and signage, it’s obvious your business repairs vehicles. How you take care of your customers is what separates you from your competition. Look around your reception area and see if you have robots or humans. You might be surprised.
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