Can you really afford a “real quick” write-up?

We all think we know what clients want but do we really? Recently a good friend and client shared some interesting research regarding our service customer’s opinions. I find this research invaluable because it was done by Google instead of someone in the industry. They surveyed between 200-2000 people age 18-44 on many critical topics. The quotes and statistics completely contradict the perceptions of many advisors and illustrate the difference in today’s research driven client. Every week I work with advisors on-line and in stores and it is a challenge to get them to understand that taking a few minutes at the write-up to listen, reassure, perform a walk-around and go over preventative maintenance needs is appreciated by their clients. Their argument is “They are in a hurry or they don’t want to hear anything until their car is fixed.” While I understand these concerns, they are misconceptions that are costing you a lot of money and customer satisfaction!

Imagine yourself entering a business where everyone seems to be hurrying around and you are greeted with, “Someone will be with you in a second” as they rush right past you. You may notice a few cars waiting in line for attention and then when someone finally approaches they use phrases like “I’ll get you taken care of real quick or this will only take a second.” When we role-play or monitor advisors doing a walk-around “real quick” is used approximately 3-6 times per customer. You may not have been in a hurry at all but you soon will be with this type of atmosphere spinning around you. We are basically telling our clients we are too busy to spend time with them. Then instead of taking the time to look at our clients and practice active listening, often advisors multi task through the entire write-up. Does this sound familiar? Do you see it happening in your store? Let’s take a look at two quotes from the research that leaves no doubt as to what our clients really want.

“I’d like it if they spent more time explaining things to me. I know they are busy but it would make me trust them more.”

Clients will only buy from someone they like, trust and respect. None of these attributes can be built “real quick”!

“I want proof! I would like them to show me items needed and parts that need to be replace. A video or picture would also be helpful. Promotions are huge but knowing the job will be done right and is needed is even more important! If they can’t convince me I will research it before I buy.”

These statements alone validate how critical it is to perform a walk-around with the client beside you during the check-in. They want to see worn tires, dirty fluids, worn wiper blades, burnt out light bulbs etc… before they approve the work. It is not enough to tell customers they need to do something or it is time to do a service; instead you need have proof or direct their research so they are not going to the wrong places and getting bad information. For example, when we teach advisors to sell tire maintenance we direct them to share with their clients that they can see all of the rotate, balance and alignment recommendations on their tire manufacturers website. This statement let’s clients know we are being honest and thorough in recommending the right services for their vehicle. Visual aids are a vital piece of the puzzle too. Maintenance videos in the waiting area are very helpful but should be mixed in with regular programming so we don’t bore them to death. This generation not only wants proof they are demanding it!

I know some clients may be in a hurry to get somewhere but they are the minority. What are they in a hurry to do? Go wait for a shuttle, a loaner or better yet to sit in your waiting room? If your clients think your check-in process is to drop the keys and run out the door it is usually because that is what we have trained them to do.

81% of drivers agreed quality of service and a great customer experience are more important than a low price or a good deal.

Setting the pace for your check-in process is critical to your bottom line and should start when they call to schedule their check-in time. It is time to make every client aware that they are valued and you are going to give them the time and attention they deserve every time they come in. Now I would like to share one more critical piece of information from the research.

“There is little differentiation among service brands” Drivers tend to stay with one shop due to lack of differentiation among service providers rather than high satisfaction.

“They are all basically the same. No one stands out as being good or bad.”

Those last statements really say it all! If the service in your store is fast yet not exceptional then there really is no difference. They already know you can service their car but will you do it with the right processes and strong communication skills that will WOW your clients! It’s time to give our clients what they want; not just quick service but an exceptional experience!

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Comment by Marsh Buice on August 9, 2014 at 8:40pm: Great info Sally-I always love to share your info. Thanks for sharing my friend.

Comment by David Ruggles on August 9, 2014 at 8:36am: RE: "The art of face to face communication is slowly being replaced by virtual information."

Sadly, this is so true. I love instant information, but the price to society is high. Actual human communication is becoming a lost art. These kids will suffer for it. Those of their generation who either learn human communication or are naturals at it will rise to the top in their careers. Texting in Japan began much earlier than it did here, by at least 15 years. There is a huge swathe of introverted youth who think the world revolves around their texting device. They are called the "Lost Generation" or "furita" in Japan, along with some other names. I'm afraid we may be creating our own "Lost Generation."

RE: "It has always been important to give full explanations and benefits but the immediate research tools that we have in our phones and tablets was not available. I was raised to be observant and use my instincts to make decisions and I bet you were too. Now I will research some items before I purchase and often look for reviews but honestly, I get bored with it quick.  I personally still prefer talking with competent, helpful, well trained people although I admire those who take the time to do their homework."

I also appreciate the immediate research tools. But with Millennials, they get a lot more info than they can digest and interpret. Some of this is by design, especially in the car business. We are trying to appear transparent by providing so much info they can't possible interpret it all. They miss what isn't provided while trying to decypher what is. Its like drinking through a fire hose for them.

RE: "As a side note, the last new car deal I made took 6 hours. It was torture but that is another article for another day."

I don't buy new cars these days. In fact, the book I'm working on is titled, "Everybody Drives a Used Car." But I stay close to the new car business. I'm curious to know what caused 6 hours to be spent, not to say that isn't appropriate for the second largest purchase most consumers make in their life.

One thing I learned early on was to not assume everyone else bought a car like I would. Judging everyone by myself was my biggest mistake starting out in the business.

Comment by Sally Whitesell on August 8, 2014 at 11:35pm: I so appreciate all the great comments! David, I would never call my generation "chumps". I was quoting the message given in the survey. I do think our generation (45 plus) is more likely to ask questions in order to feel confident when buying but this younger generation would rather Google it or pull up a video if they are not convinced. The art of face to face communication is slowly being replaced by virtual information. It has always been important to give full explanations and benefits but the immediate research tools that we have in our phones and tablets was not available. I was raised to be observant and use my instincts to make decisions and I bet you were too. Now I will research some items before I purchase and often look for reviews but honestly, I get bored with it quick. I personally still prefer talking with competent, helpful, well trained people although I admire those who take the time to do their homework.

As a side note, the last new car deal I made took 6 hours. It was torture but that is another article for another day.

Comment by steven chessin on August 8, 2014 at 11:01pm: David - "We just have more tools to communicate with these days" -- yes --- and that aspect is COMPLETELY new -- in the pre-showroom phase where I do ALL my work. Even in the past few years the changes are enormous.

Yes the showroom operates as it did 30 years ago -- and the impatience people feel in the BRICK WORLD may be connected to the instant gratification this generation is used to with all information and entertainment available all the CLICK WORLD. In comparison the BRICK seems to be in slow-motion. They researched and found their car in 22 minutes - used the GPS on their phone to find the fastest route and then they hit the wall of real live people moving at human pace.

Comment by David Ruggles on August 8, 2014 at 10:19pm: This is really good stuff. But I have a question re:

"This generation not only wants proof they are demanding it!"

Which generation are you talking about? Are you saying previous generations were a bunch of chumps and Gen Y is somehow smarter than their parents and grandparents? And the parents and grandparents didn't respond to "proof?"

Dealerships do business with ALL generations. Seems like the principles you mention have always applied. Your points are well taken, but they were also apt 50 years ago. We just have more tools to communicate with these days.

I am gratified to hear someone speak about slowing down the customer. After all, there are critical issues at play, many safety related. Over on the sales side vendors are telling us we should put ourselves on the clock and deliver a vehicle in 45 minutes. This, of course, is because Gen Y demands it. Hell, it takes 45 minutes just to explain the infotainment system, let alone sign all the paperwork with proper disclosure. Of course, we'll make points by telling our new customer, "I'll text you a link to a YouTube to show you how to use it." What a wonderful idea. Glad someone acknowledges it takes as long as it takes.

Comment by steven chessin on August 8, 2014 at 8:01pm: P-2-P = Communication --- Basic Show-and-Tell that any 5 year-old kid can do -- but can auto salesmen ?

No. Because they over-complicate it. I like this example because it shows how we handled a customer's issue to his complete satisfaction. I would guess if you ran this customer issue past 100 stores most would fail.Try mystery shopping your own guys with the same customer question and see if they get it right - and if they don't - consider why. http://covideo.com/p.php?s=5089f982b2

Comment by Tom Wiegand on August 8, 2014 at 4:31pm: Excellent Sally! It is customers that are reinventing retail to meet their expectations. Are we listening? Dealerships are pounded with big data to direct marketing efforts. Nevertheless, when customers call or visit, they expect personalization today. Customers measure their visit based on validation of them and facts. If validation doesn’t exceed their desires, they likely will try elsewhere until they get the personalization that tells them they will now reciprocate and validate that business person, team and business, return again and again, and be loyal. The Person2Person People2People Loyalty movement is arriving! Are we arriving to meet them? Do we care enough to be the difference?