Newsletter July 2012

Without question every dealership wants to improve customer satisfaction and retention. With fixed operations gross profits more critical than ever we must look at ways to insure results. Simple as it seems it all comes down to the process.

Don’t Ask Don’t Sell

This might make you think of a military program no longer in use but let’s place some attention on way this is a solid truth in today’s dealership operations.  All of my visits at a dealership involve observing how customers are treated and many times I talk with them. The information they provide is always useful to develop where to focus my time and improve dealership performance. Most dealerships never chat with a customer unless they are complaining about their visit. Develop a process like good restaurants use and ask service waiters how we are doing in service. Then listen to their concerns and ask what process the dealership can implement to stop their issue from happening to anyone else. Why should it take an hour and a half for an oil change? Truth is it shouldn’t so get involved and find out why it happened. I am surprised how advisors don’t use good processes in customer care. They don’t look for the customer’s needs and instead just process the car through the shop. This is such a disservice and reduces everything the dealership must stand for. Don’t misunderstand we should never pressure the customer to buy any service. However we must inform every customer of what their car needs. If you don’t ask you don’t sell. This month I performed a roll played with advisors asking them to sell me on some services. It was an eye opening experience to say the least. Why should I have a road force balance for $90 instead of just a balance at $40? If your advisor doesn’t understand features and benefits how well can they sell them? If they never ask for a road force balance will they sell? What training is provided for advisors to inform and educate them on labor operations the dealership uses? Please don’t consider all of this “upsell” processes instead just good customer care. You must develop professional advisors that understand how to provide proper customer care and will never compromise. They must inform and educate the customer of every need every time every car. Take action and be sure every process in your dealership demands they do “ask and sell”.

Why Not?

No one enjoys change in their life! It increases stress in the short term and generally the reward for embracing change isn’t seen, known, or understood. If you ask yourself why I should change you are in the danger zone or at a crossroad. Change is an event we all have to face even when we don’t want to. You can remain steadfast in your belief “I’ve done it that was for 50 years and it worked then and it will work now”. Then when the auction date for your asset sale arrives you will face the change anyway. No matter what your life will change for better or worse! Nothing will stay exactly the same so I say embrace it. Challenge yourself to actively look for ways to improve every day. Instead of asking “why” ask yourself “Why not”? I will state without any hesitation people that embrace change have more success and quality of life. Accept that change brings growth and always seek better ways to provide the customer an experience that brings them back again and again.

Thank You!

My mission in life is to help as many dealerships as possible improve their fixed operations. I am excited to be developing many ways to expand this effort. Next month we will start a conference call on a weekly basis with varied topics to help dealerships. This will be provided at no cost and include question and answer sessions. Everyone on our list will be invited to sign up and receive the weekly email for conference call information. We continue to develop our phone coach program that proves dealerships a low cost way to get our advice on issues they have. We are also developing performance groups for fixed operations management teams that want to grow and be involved in a group with accountability over the phone. Our most popular program involving in dealership training and consulting is on pace to double last year’s volume as we continue to add experienced staff. I want to say thanks to all of you for reading my newsletter and allowing my company to be of service. I am humbled and privileged to help in any way possible.