Have you noticed over the past couple of years people do not readily call back those who left voice mails? Return phone calls are becoming a thing of the past. The sad news is is that this takes place most everyday at most businesses. Customers and potential employment candidates continually leave messages for managers and in a lot of cases the managers will pick and choose who they will call back. Service advisors and parts counterman receive calls all day long and unfortunately they also pick and choose who they will call back.
This is your business! People call into your facility to ask for your professional services, advice, and employment status or for some other justifiable reason. You cannot ignore these potential customers’ calls. There must be a system of follow up put into practice if you wish to survive in this new economy.
Customers seek you out by calling into your dealership! This is potential revenue so make a point to call each and everyone back. Those customers that are calling in to complain may have a legitimate concern, without a return call you will never know and you may never really understand the amount of potential revenue you are sweeping off the table and onto the floor. You may have been able to resolve the issue and move forward, retaining a customer who may purchase or service with you in the future.
When interviewing potential employment candidates it might behoove your managers to call back each person who didn’t qualify for the position but interviewed with these same managers. The reason I say this is because the automotive industry is very interconnected, meaning people who work for other brands in other states know people in your state and possibly at your dealership. When you don’t return calls or keep people in the loop, you are tarnishing your reputation.
Let’s assume we all want to attract WINNERS at our dealership, real race horses with a common goal of continual growth and prosperity and always customer focused. My question is how do you continually hire only these types of quality people if your reputation precedes you, whereby people in the trade perceive your business as uncaring or unethical towards its employees and this factor starts with calling back those that didn’t make the grade during the hiring process.
When managers are calling candidates back, the potential prospects cannot go out and tell their peers I applied at so-and-so dealership, I went for two interviews and now they don’t return my telephone calls… That type of telephone or business etiquette is counterproductive to your future business building plans of acquiring only the best and brightest talent.
Advisors, sales people, managers, parts counterman and receptionists MUST take greater responsibility and call all customers back, they may not know what the call is regarding but so what, it may be future business or future business opportunities. Every return telephone call is potentially an untapped opportunity waiting to be brought to fruition. Remember that the telephone requires operational etiquette so make sure all of your employees and you yourself are always conscious of what you say and how you say it. People won't readily remember what you said however they will always remember how you said the what you were talking about.
CALL-CALL-CALL and over time you will find the telephone is your best tool in your tool box, use it wisely and guide your business to success.
David
Wednesday, September 29, 2010
Sunday, September 26, 2010
Springfield Mystery Shop
Two weeks ago I was asked by a friend to call his dealership and perform several mystery shop scenarios throughout the various departments and provide a written report of my findings. The items I uncovered are typical of most dealerships and these items need to be corrected before any dealership can move forward. This particular dealership is VERY good within the sales department to draw customers into the facility over the telephone. The service department however had some blunders that require a firm set of standards, policies and procedures to move forward.
For privacy policy, the names, location and dealership name have been changed to protect the dealership and its employees. We will call this dealership Anywhere Motors and it is located in Springfield in some state, somewhere!
I called the dealership for the first time at 7:22 at night. The telephone was picked up on the 3rd ring, the receptionist spoke rather fast and I couldn't make out her name. I asked if I could speak to someone in new car sales and was told, “Just a moment”. The receptionist should have said, "My pleasure sir, one moment please". At 7:25 PM the receptionist came back on the line and she apologized for the delay and said, “One moment please”.
I was put through to Patricia who was absolutely gracious, she showed enthusiasm, excitement and was very knowledgeable about the product and was also very empathetic to my perceived needs. We discussed Navigation, all wheel drive and she asked me about my trade. She created urgency and the feeling that my buying experience would be exceptional. Patricia indicated to me that my trade would be a great fit and would bring a good dollar towards my new purchase. (Patricia stated that their dealership sells a lot of used vehicles to families that need a great vehicle and cannot afford a new one, she indicated that my Lexus SUV would be a nice addition to a family just starting out) If more salespeople were as excited about their product and as excited as Patricia was about her job, more dealers would sell more metal.
I called at 9:21 in the morning the following day. Amy answered the telephone on the 2nd ring with a great attitude and spoke clearly stating her name, the dealership and she asked, “How may I assist you”. I asked to speak with someone in pre owned sales and she immediately transferred me to John. I indicated I was interested in trading our Lexus SUV and purchase a sedan. I stated that I didn't know much about this particular luxury brand product. John was a carbon copy of Patricia, he was gracious, funny and very knowledgeable about the product, he showed a genuine interest and a sense of care and concern while dealing with me.
I called at 9:40 Am. Amy again answered the telephone and spoke clearly and professionally. I asked to be directed to the service department. Amy put me through to the service department immediately. The service receptionist answered the telephone, yet she spoke so fast I couldn't get her name. I asked her for her name and she said her name was Liz. I explained that I purchased my vehicle from another dealer and my Bluetooth needed to be paired. I asked if I could bring in the vehicle and have the Bluetooth paired to my phone while I waited.
Liz explained that she didn't know and she would ask. I was placed on hold at 9:42 and Liz didn't come back to the call until 9:46. Liz explained that I could bring the vehicle anytime and to see Robert, the service advisor. She said they would pair the phone for me at no charge. I asked what time would be inconvenient to bring in the vehicle; I did not want to wait around! Liz stated that between 12:30 PM and 1:30 PM, "The guys are on lunch", meaning the advisors!
I called at 9:53 Am. Again Amy picked up telephone on the 2nd ring and spoke clearly displaying a great attitude. I stated that I needed to speak with someone in the service department because my check engine light was on. I was immediately put through to the service receptionist. The service receptionist answered the telephone and said, “Service, how may I help you”. I stated I was visiting the city of Springfield on business and my check engine light was on. I asked if I could drop the car off and get a loaner as I still had more meetings this afternoon. The receptionist responded that the service department was quite busy and they probably couldn't get to my vehicle today and she stated that the dealer doesn't have loaners.
I asked to specifically speak with someone who could counsel me on what to do so I asked to speak to a service advisor. The receptionist abruptly said she would check and placed me on hold. I could tell by the tone in her voice that I had inconvenienced her to some degree and I was an interruption in her day.
I was placed on hold at 9:55 and waited until she picked back up the telephone at 9:59. I listened to her state again that my car wouldn't be looked at today and she stated that they had no loaner cars at all. She said I could drop the vehicle off if I wanted. I proceeded to ask the receptionist for her name so I could refer back to our conversation when I dropped off the vehicle. She said her name was Paula. I said I would bring the vehicle around lunch time and she said fine or something to that effect. The conversation ended at 10:02 Am when she hung up.
I called at 11:15 AM. Amy answered the telephone and again she was professional and spoke clearly. I asked to be connected to the parts department. I was immediately transferred through to parts. A parts counterman answered the telephone, "Parts". I asked how much some accessories would be for my 2010 XYZ 350 vehicle, namely the sport muffler and an aerodynamic kit. I asked if he knew if these items were available, he indicated that he knew the muffler was available.
While I was waiting for him to look up the parts I could hear the impact wrench and other shop equipment in the background drowning out his questions. He finally found the items and quoted me the same pricing as what was listed on the XYZ brand website. He stated that the parts are manufactured pre painted and that I wouldn’t have to take the vehicle to a body shop and have them painted after installation.
At this point I asked for his name because at no time did he offer to give his name to me. He said his name was Ken. Ken didn’t offer me the opportunity to have the parts installed at the dealership location, he didn’t ask me, “Would you like a price on installation”. I had to ask if the service department would install them and if they did do this work, could I have a price installed. He said sure, he said he would transfer me to the service department and Ken thanked me for the call.
I was transferred back to the service department receptionist at 11:21 and the receptionist answered the call, "Service". I asked if I could speak to a service advisor regarding the cost to install some accessories I had just asked parts to look up. The receptionist listened to my request and said, "Hold on". At 11:23 the receptionist came back on the line and asked, "You already got the parts pricing for the muffler"? I said yes, the muffler and the aerodynamic kit. The receptionist said, "My advisor is checking__ HOLD". She came back on the telephone after another minute and said the install on the muffler is $165 and the install on the kit is $385. I asked, is that it, and she said, "Uh huh". I asked how long it would take to book the car in and she said a week and a half. I asked for her name as a reference and she said Paula. I told her that I will call back later and book the vehicle in, she said, "OK" and hung up the telephone.
I can say that when I gave this report to the owner of the dealership, he was not impressed with some key members of his staff. The report below is the actual report I submitted, only the names have been changed to protect their identity.
The sales people and the main receptionist are fantastic, they show a real zest for their jobs and it is conveyed in how they speak and conduct themselves on the telephone. The service receptionist needs to speak with more CLARITY and SLOW DOWN so people can understand her. The service receptionist needs to answer the phone by stating, "Thank you for calling service, my name is Paula. How may I be of assistance today"? When Paula ends the conversation she needs to ask, "Have I answered all of your questions today, is there anything else I can assist you with"? When the call is terminated the receptionist MUST state, "Thank you for choosing XYZ Motors and have a wonderful day"! The service receptionist is a make or break point for bringing in new business.
My call regarding the Bluetooth issue: I should have not been kept on the telephone waiting for the advisor or manager to tell the receptionist what to say, the receptionist needs to be informed on paper and in a one-on-one meeting what she is empowered to say in certain situations. The goal is to create award winning exceptional customer service by facilitating the needs of the customer. Everyone in your building needs to have a can do attitude! Getting the customer IN YOUR DOOR should be the number priority from each and every telephone contact opportunity!
The receptionist should not be the conduit for the advisors, meaning she cannot replace them. All three times I called into the service facility, I asked to speak to an advisor and I never was put through, again the reason they are called service advisors is because they SERVE and ADVISE. The receptionist’s job is to transfer calls and answer immediate questions that are within the scope of that position.
When I called and conveyed the need for servicing due to the check engine light, I was told the dealership doesn’t have loaners, the website states you offer loaners. Because the receptionist was dealing with me, I was never informed nor offered a rental car or a shuttle ride! The receptionist did not give me any alternatives nor did she give me a reason why I would do business with the facility because she wasn’t helpful or empathetic to my needs!
People want to be invited into a business and see the benefits and value in starting a relationship. Again, receptionists can be a make or break point in the sales process and can KILL the sale over the phone, meaning the customer won’t even come to the store. The receptionist also told me that my car probably wouldn’t get in the repair shop that day! Why not let the advisors do their job and create a relationship with the customer once they are in the door. Why is the receptionist killing the relationship before it has started?
Half the battle a dealership faces day-in and day-out is getting the business in the door. Let the advisor fix the customer first and then fix the vehicle, this won’t happen if they don’t come to your facility. If the customer, (ME) would have been told, come right down and one of our award winning service advisors would be happy to help you, that would have made all the difference in the world. Once the customer is at the dealership the ADVISOR can then fix the customer first by providing a shuttle ride, loaner car if one is available or a rental car. Once the customer is fixed you can then proceed to fix the customers concern and get them on their way!
If I were a real customer I would have phone shopped until someone somewhere had said to me, “I can understand your situation, why don’t you come in and we will do our best to get you on your way”!
Telling me the times that I shouldn’t bring my car in because the GUYS are on lunch doesn’t promote service that will meet or exceed my level of expectations nor a customer’s. The receptionist should have said, "Bring your vehicle in anytime; one of our factory trained service advisors is always available for important customers needs"! This kind of statement gives me an idea of the level of professionalism that exists within the facility; they are always ready, willing and able to look after my needs... “Hmm, I’m going there because they seem to care”!
The parts counterman MUST ask every customer calling in to your store for parts pricing, (except wholesale), if they also require the part to be installed, “Would you like us to give you a price for the installation as well”? This will create selling of hours for the service department. Maybe not a lot of hours over a month but any production of hours nowadays is a welcome blessing in most facilities.
I would individually train each person that has customer facing contact with proper telephone skills and etiquette, the ten foot rule reduced to a five foot rule. I would also work with employees in group settings, listening to the calls that come in and have their own peers critique them. This step makes a huge impact when your coworkers are giving you constructive criticism in a group context.
Employing telephone skills to get your customers into your facility is a key component in revving up your production of hours! Don’t let the telephone get away from you, it is one of the most important tools in your marketing arsenal and in your tool box. Seriously, the telephone can be your best friend and your own worst enemy! Sometimes your nightmare!
For those of you that don’t know the ten foot rule, here goes… The ten foot rule: What can you do to make absolutely certain that every employee in your dealership is doing his or her part to promote an exceptional customer responsive and friendly atmosphere? Does every customer get the impression that this is a dealership in which they are really welcome and their business is 100% appreciated?
One simple implemented RULE is enough to accomplish this task! This is the 10-Foot Rule! Simply stated, every employee is expected to acknowledge each customer with a smile and a verbal greeting.
Each customer with whom an employee comes into contact with, PERIOD! It’s really that simple, it's the 10-Foot Rule. As an employee, if they come within 10 feet of any and all customers, it's their responsibility to follow the 10-Foot Rule. PERIOD! NO EXCUSES!
Implement the 10-Foot Rule in your facility because we all like to do business in a friendly atmosphere where we feel welcome, like only we exist. That's the impression every one of your customers will receive each and every time they frequent your dealership! They will perceive you are the BEST, and you are because you are implementing some of these simple and time tested true practices that don’t cost you a dime but will reap endless rewards.
David
For privacy policy, the names, location and dealership name have been changed to protect the dealership and its employees. We will call this dealership Anywhere Motors and it is located in Springfield in some state, somewhere!
I called the dealership for the first time at 7:22 at night. The telephone was picked up on the 3rd ring, the receptionist spoke rather fast and I couldn't make out her name. I asked if I could speak to someone in new car sales and was told, “Just a moment”. The receptionist should have said, "My pleasure sir, one moment please". At 7:25 PM the receptionist came back on the line and she apologized for the delay and said, “One moment please”.
I was put through to Patricia who was absolutely gracious, she showed enthusiasm, excitement and was very knowledgeable about the product and was also very empathetic to my perceived needs. We discussed Navigation, all wheel drive and she asked me about my trade. She created urgency and the feeling that my buying experience would be exceptional. Patricia indicated to me that my trade would be a great fit and would bring a good dollar towards my new purchase. (Patricia stated that their dealership sells a lot of used vehicles to families that need a great vehicle and cannot afford a new one, she indicated that my Lexus SUV would be a nice addition to a family just starting out) If more salespeople were as excited about their product and as excited as Patricia was about her job, more dealers would sell more metal.
I called at 9:21 in the morning the following day. Amy answered the telephone on the 2nd ring with a great attitude and spoke clearly stating her name, the dealership and she asked, “How may I assist you”. I asked to speak with someone in pre owned sales and she immediately transferred me to John. I indicated I was interested in trading our Lexus SUV and purchase a sedan. I stated that I didn't know much about this particular luxury brand product. John was a carbon copy of Patricia, he was gracious, funny and very knowledgeable about the product, he showed a genuine interest and a sense of care and concern while dealing with me.
I called at 9:40 Am. Amy again answered the telephone and spoke clearly and professionally. I asked to be directed to the service department. Amy put me through to the service department immediately. The service receptionist answered the telephone, yet she spoke so fast I couldn't get her name. I asked her for her name and she said her name was Liz. I explained that I purchased my vehicle from another dealer and my Bluetooth needed to be paired. I asked if I could bring in the vehicle and have the Bluetooth paired to my phone while I waited.
Liz explained that she didn't know and she would ask. I was placed on hold at 9:42 and Liz didn't come back to the call until 9:46. Liz explained that I could bring the vehicle anytime and to see Robert, the service advisor. She said they would pair the phone for me at no charge. I asked what time would be inconvenient to bring in the vehicle; I did not want to wait around! Liz stated that between 12:30 PM and 1:30 PM, "The guys are on lunch", meaning the advisors!
I called at 9:53 Am. Again Amy picked up telephone on the 2nd ring and spoke clearly displaying a great attitude. I stated that I needed to speak with someone in the service department because my check engine light was on. I was immediately put through to the service receptionist. The service receptionist answered the telephone and said, “Service, how may I help you”. I stated I was visiting the city of Springfield on business and my check engine light was on. I asked if I could drop the car off and get a loaner as I still had more meetings this afternoon. The receptionist responded that the service department was quite busy and they probably couldn't get to my vehicle today and she stated that the dealer doesn't have loaners.
I asked to specifically speak with someone who could counsel me on what to do so I asked to speak to a service advisor. The receptionist abruptly said she would check and placed me on hold. I could tell by the tone in her voice that I had inconvenienced her to some degree and I was an interruption in her day.
I was placed on hold at 9:55 and waited until she picked back up the telephone at 9:59. I listened to her state again that my car wouldn't be looked at today and she stated that they had no loaner cars at all. She said I could drop the vehicle off if I wanted. I proceeded to ask the receptionist for her name so I could refer back to our conversation when I dropped off the vehicle. She said her name was Paula. I said I would bring the vehicle around lunch time and she said fine or something to that effect. The conversation ended at 10:02 Am when she hung up.
I called at 11:15 AM. Amy answered the telephone and again she was professional and spoke clearly. I asked to be connected to the parts department. I was immediately transferred through to parts. A parts counterman answered the telephone, "Parts". I asked how much some accessories would be for my 2010 XYZ 350 vehicle, namely the sport muffler and an aerodynamic kit. I asked if he knew if these items were available, he indicated that he knew the muffler was available.
While I was waiting for him to look up the parts I could hear the impact wrench and other shop equipment in the background drowning out his questions. He finally found the items and quoted me the same pricing as what was listed on the XYZ brand website. He stated that the parts are manufactured pre painted and that I wouldn’t have to take the vehicle to a body shop and have them painted after installation.
At this point I asked for his name because at no time did he offer to give his name to me. He said his name was Ken. Ken didn’t offer me the opportunity to have the parts installed at the dealership location, he didn’t ask me, “Would you like a price on installation”. I had to ask if the service department would install them and if they did do this work, could I have a price installed. He said sure, he said he would transfer me to the service department and Ken thanked me for the call.
I was transferred back to the service department receptionist at 11:21 and the receptionist answered the call, "Service". I asked if I could speak to a service advisor regarding the cost to install some accessories I had just asked parts to look up. The receptionist listened to my request and said, "Hold on". At 11:23 the receptionist came back on the line and asked, "You already got the parts pricing for the muffler"? I said yes, the muffler and the aerodynamic kit. The receptionist said, "My advisor is checking__ HOLD". She came back on the telephone after another minute and said the install on the muffler is $165 and the install on the kit is $385. I asked, is that it, and she said, "Uh huh". I asked how long it would take to book the car in and she said a week and a half. I asked for her name as a reference and she said Paula. I told her that I will call back later and book the vehicle in, she said, "OK" and hung up the telephone.
I can say that when I gave this report to the owner of the dealership, he was not impressed with some key members of his staff. The report below is the actual report I submitted, only the names have been changed to protect their identity.
The sales people and the main receptionist are fantastic, they show a real zest for their jobs and it is conveyed in how they speak and conduct themselves on the telephone. The service receptionist needs to speak with more CLARITY and SLOW DOWN so people can understand her. The service receptionist needs to answer the phone by stating, "Thank you for calling service, my name is Paula. How may I be of assistance today"? When Paula ends the conversation she needs to ask, "Have I answered all of your questions today, is there anything else I can assist you with"? When the call is terminated the receptionist MUST state, "Thank you for choosing XYZ Motors and have a wonderful day"! The service receptionist is a make or break point for bringing in new business.
My call regarding the Bluetooth issue: I should have not been kept on the telephone waiting for the advisor or manager to tell the receptionist what to say, the receptionist needs to be informed on paper and in a one-on-one meeting what she is empowered to say in certain situations. The goal is to create award winning exceptional customer service by facilitating the needs of the customer. Everyone in your building needs to have a can do attitude! Getting the customer IN YOUR DOOR should be the number priority from each and every telephone contact opportunity!
The receptionist should not be the conduit for the advisors, meaning she cannot replace them. All three times I called into the service facility, I asked to speak to an advisor and I never was put through, again the reason they are called service advisors is because they SERVE and ADVISE. The receptionist’s job is to transfer calls and answer immediate questions that are within the scope of that position.
When I called and conveyed the need for servicing due to the check engine light, I was told the dealership doesn’t have loaners, the website states you offer loaners. Because the receptionist was dealing with me, I was never informed nor offered a rental car or a shuttle ride! The receptionist did not give me any alternatives nor did she give me a reason why I would do business with the facility because she wasn’t helpful or empathetic to my needs!
People want to be invited into a business and see the benefits and value in starting a relationship. Again, receptionists can be a make or break point in the sales process and can KILL the sale over the phone, meaning the customer won’t even come to the store. The receptionist also told me that my car probably wouldn’t get in the repair shop that day! Why not let the advisors do their job and create a relationship with the customer once they are in the door. Why is the receptionist killing the relationship before it has started?
Half the battle a dealership faces day-in and day-out is getting the business in the door. Let the advisor fix the customer first and then fix the vehicle, this won’t happen if they don’t come to your facility. If the customer, (ME) would have been told, come right down and one of our award winning service advisors would be happy to help you, that would have made all the difference in the world. Once the customer is at the dealership the ADVISOR can then fix the customer first by providing a shuttle ride, loaner car if one is available or a rental car. Once the customer is fixed you can then proceed to fix the customers concern and get them on their way!
If I were a real customer I would have phone shopped until someone somewhere had said to me, “I can understand your situation, why don’t you come in and we will do our best to get you on your way”!
Telling me the times that I shouldn’t bring my car in because the GUYS are on lunch doesn’t promote service that will meet or exceed my level of expectations nor a customer’s. The receptionist should have said, "Bring your vehicle in anytime; one of our factory trained service advisors is always available for important customers needs"! This kind of statement gives me an idea of the level of professionalism that exists within the facility; they are always ready, willing and able to look after my needs... “Hmm, I’m going there because they seem to care”!
The parts counterman MUST ask every customer calling in to your store for parts pricing, (except wholesale), if they also require the part to be installed, “Would you like us to give you a price for the installation as well”? This will create selling of hours for the service department. Maybe not a lot of hours over a month but any production of hours nowadays is a welcome blessing in most facilities.
I would individually train each person that has customer facing contact with proper telephone skills and etiquette, the ten foot rule reduced to a five foot rule. I would also work with employees in group settings, listening to the calls that come in and have their own peers critique them. This step makes a huge impact when your coworkers are giving you constructive criticism in a group context.
Employing telephone skills to get your customers into your facility is a key component in revving up your production of hours! Don’t let the telephone get away from you, it is one of the most important tools in your marketing arsenal and in your tool box. Seriously, the telephone can be your best friend and your own worst enemy! Sometimes your nightmare!
For those of you that don’t know the ten foot rule, here goes… The ten foot rule: What can you do to make absolutely certain that every employee in your dealership is doing his or her part to promote an exceptional customer responsive and friendly atmosphere? Does every customer get the impression that this is a dealership in which they are really welcome and their business is 100% appreciated?
One simple implemented RULE is enough to accomplish this task! This is the 10-Foot Rule! Simply stated, every employee is expected to acknowledge each customer with a smile and a verbal greeting.
Each customer with whom an employee comes into contact with, PERIOD! It’s really that simple, it's the 10-Foot Rule. As an employee, if they come within 10 feet of any and all customers, it's their responsibility to follow the 10-Foot Rule. PERIOD! NO EXCUSES!
Implement the 10-Foot Rule in your facility because we all like to do business in a friendly atmosphere where we feel welcome, like only we exist. That's the impression every one of your customers will receive each and every time they frequent your dealership! They will perceive you are the BEST, and you are because you are implementing some of these simple and time tested true practices that don’t cost you a dime but will reap endless rewards.
David
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