Comment

Comment by Sally Whitesell on February 28, 2015 at 1:35pm

Brian/Brain thanks for the compliment and such an interesting conversation.  Nothing beats years of wisdom and experience! 

Comment by Kristopher Hampton on February 27, 2015 at 10:15am

CSE/CSI    This is a whole other subject that I will write about soon.  It is a shame that Dealerships are getting busted for false surveys.  Brian -   Changing the radio stations to the driver's liking is brilliant.  We cover that in one of our automated sessions.  My stepfather is not a customer service guru by any means, but the one thing he remembered about his last service experience was his service advisor walking him to his truck, opening the door, shaking his hand, and thanking him for his business.  We do have time to do the little things.      

Comment by Brian Bennington on February 25, 2015 at 10:47pm

Well done, "Frenchy".  As you expected, there are a lot of similarities in your "Active" service delivery and a sales delivery.  Taking them a point at a time, the CSI/CSE surveys generated by manufactures are an important component and often the only "report card" for both departments.  I don't know about service, but in sales, manufacturers are bearing down hard if they suspect too much dealership involvement in survey responses.  (There's a Subaru dealer here in CA right now in a lawsuit with the manufacturer for falsifying customer surveys, and because of my business, I'm periodical asked to write an "anti-heat" response, which is often challenging but always satisfying.)  Point #2 is the same, but it can vary when it's done in the presentation.  Point #3 is good.  As long as the customer is in the dealership. you may soften it a bit, but keep selling, especially if you want return visits.  Points #4, #5, #6 and #7 are solid advice for both departments.

While "many moons have passed" since I've delivered a vehicle, there were a couple of things I did that I've never forgot.  I always, always set the radio stations exactly like those on the vehicle they drove in.  And, knowing how people feel about unsolicited sales calls, and because you can't tell how your call may be interrupting them, I'd "warn them" at delivery that, until I knew they were comfortable with their new ride, I'd be calling them maybe more than they'd like until I was sure they had a handle on it.  So, they'd mentally "source my calls to my concern" to see they were getting their money's worth, and it would allow me to ask who they'd shown it to and maybe get a referral.  And of course, we'd have a photo together.  A very productive rep in a dealership we do always tries to set a re-orientation appt. 3 to 4 weeks after delivery, a great opportunity for another referral request.

One of our dealership clients (a 350 - 400 unit Ford/Mazda store) has really taken to the "testimonial binders" we've set-up for them.  When we started with them doing our thing, a rep there remembered me from when his first dealer management use to tell the sales team "about a rep in the Lexus store next door who never took an up."  Knowing it was me, every time I visit there, he's always asking how he can be more effective.  What's cool about it is he's almost always #1 in the "Hall of Heros," usually at least 5 units ahead of #2.

Sally, while I'm very much enamored to be called "Brain," I'm afraid I don't live up to it.  (But, it's better than being called another part of my anatomy which happens a lot more often.)  I love women, and doing business with them. One of the things I'd regularly do with a couple on a test drive is coyly ask how they met.  I had several ways of bringing it up, and with "dad" at the wheel and knowing he'd prefer to not do any talking while he was driving, his wife would launch into a well-detailed account of how it happened.  This is something I've learned that all women love to talk about.  Encouraging her to go on about it, it was my way of making sure she loved the test drive, even though we hardly ever mentioned the car.  (One of the links on my website is devoted to the two things that everyone wants to hear, all of the time.)  Finally, if your perceptive, you can observe some part of a woman's appearance you just know she gives special attention. Hair, fingernail polish, shoes...if you are careful about it, you can deliver a compliment she really appreciates.  In your case Sally, after watching one of your videos, it would have to be your beautifully engaging smile!   

Comment by Kristopher Hampton on February 25, 2015 at 6:22pm

WIthout the Internet would be a walk in the park!:) Sarcasm...  People would have to actually go places to create their own perceptions instead of searching reviews online that unfortunately, for the most part, are bad reviews by a very small percentage of clients.  The internet has put emotional personal client building techniques to the front of what all dealerships should be concentrating on to keep up.  Brian I actually already looked at your Website.  It does have a lot of content. great job.

The Active Delivery for the Service Advisors would consist of the following:

• CSI/CSE Surveys for each dealership. (The questions on the survey are a big part of the Active Delivery)
• Present the keys and paperwork
• Go over all the services performed adding benefits and value to the presentation
• Make sure the client is extremely satisfied giving them time to explain, so if there is any problems the advisor has a chance to make it right before they leave
• Walking the client to their vehicle after payment is closed
• Open their door for them
• Thank them again for their business and reassure them of their next visit that was scheduled during the benefit based presentation

There is a brief example of an "Active Delivery" on the Service Side. 

I will keep responding when I can.   Great Content.  Thank you to everyone for taking the time to voice your thoughts.  I appreciate it.

Comment by steven chessin on February 25, 2015 at 4:46pm

Well Sally- I have "no skin in this game" .... 

but I did marketing for a shopping mall for ten years and there are tons of insider specials available for business helping business available for the asking. If the dealer is walking distance from a shopping center I am sure they would be glad to give-away freebies - 2-4-1  - etc. Little or no cost. 

I worked at a store with a large client-base of commercial small business trucks. They started Sunday service for trucks and night-shift service. Small business clients may have only one truck and cannot afford down-time.Imagine a food truck being out-of-service ! A strong service department that will repair it overnight wins all of the customer satisfaction points.That becomes a strong "Why Buy Here" - when salesmen can have a closing tool more important than best price.     

I found one dealer a bit further away that I took my car to for its synthetic oil-change because they did a complete multi-point inspection with a check-list and told me if anything was marginal such as brake-pads. How much does that cost ?! They also gave me a real car wash. Not a 2 minute shower. And mentioned dent-repair, wheel scuff service etc. There are MANY things that can be done  - that top stores do  - that most don't care about.   --- I suppose it is a marketing thing - and you would have to ask the marketing dept why they don't do what real marketing is built upon. Actual benefits we provide that others' don't. 

Comment by Sally Whitesell on February 25, 2015 at 1:32pm

Brain,thank you for the comments!  That really is a hypothetical question because why wouldn't you do both!  Most reps don't take the time to develop your magical book of happiness but I love the idea and the more places you can post these reviews, the better!  Women check out an average of three reveiws before the will walk in your store so happy exposure is the best!  Steve, I think if a dealer offers quality service in a guest friendly atmosphere with a friendly knowledgeable advisor they shouldn't have to give the store away. These places do exist with management that is committed to training and processes. 

Comment by steven chessin on February 24, 2015 at 3:50pm

Ha ha - without the internet ?!  That's a good one !  Ask Barnes and Noble that question. 

Comment by Brian Bennington on February 24, 2015 at 8:47am

"Frenchy", my man.  Your last post leads me to believe I won't be hearing any "Active Delivery" description, at least for sales reps, but I'd be satisfied to read about them for a service delivery.  Can you do it?  And I agree, you shouldn't be upset with anything as this was a dynamite post!  Good work!  As to loving my "portfolio picture books," that's mighty neighborly of you to compliment me about them, especially when you've never seen them.  However, I refer to them as "testimonial binders."  I know it may sound crazy, but I've always been a strong believer that my customers should continue working for me as long as I need them to.  Thus, the binders, and a good number of other little things I did to "thump 'em good for referrals and repeats."

As to the similarities of how testimonials work on the Internet vs the selling process, on the internet they'd be "marketing." but I used them as a  "selling tool."  Just so you don't think I'm some sort of "technology dinosaur," I designed dealer websites over 20 years ago, and by standards, they'd still look good.  The only one I've done recently was for my business, and it is more of a tutorial than "Free advertising", explaining what relationship centered marketing is.  To get good Google placement, I relied on strong "meaty" composition rather than SEO short cuts, etc., and they tell me it's also "mobile friendly."  It's pretty easy to find, too, as it's been holding the top three spots on the first Google page of "relationship centered marketing" since I put it up last year.

I am curious, though. as to how Steven and you would stack-up on the sales floor without the Internet? 

Comment by Brian Bennington on February 24, 2015 at 3:57am

Attention: "Earth to Steven."  No, we're not in "perfect agreement."  I would say, if I can keep from yawning, the obvious.  Processes for dealership selling involve everyone who sits across from a customer and sells them something, and in turn because of their "I sold 'em" relationship, the strongest in the dealership, they're first in line to capitalize on the fruits of the relationship if they can maintain it.  That can include F&I (if they're really ambitious, which most aren't) and BDC (if it's not just a lead feed for the sales dept.).  As to "managed chat" and telemarketing, they're just "lead feeds."  Normally, I'd want to know what a "response robot" is, but I'm afraid your answer will be to "intellectual" for me, and I like it simple.

Maybe you've never worked with a bunch of real superstars so you think successful reps don't "Rambo" it.  Believe me, they do.  They have to as no one can keep up with them.  And, if the dealership has smart management, they're left alone to "do their thing." You seem to be a big believer in "dealership teamwork," which is often the case if your job isn't recognized with genuine "marks on the board" production.  (A dangerous place to be, as management can easily undervalue your work, thus putting you in line for the "next to go.")   I do agree that, if a dealership can find an economically sound substitute to have others do what they're trying to get their reps to do, it makes sense.  (I've told you before, you should be marketing your video expertise, but I think you prefer to be an "unpaid" commenter here on DE.")

You know, I use to think that reps who couldn't make it on the floor, for whatever reason, became wholesalers.  Now, I think they move in to sales training. (I know I've probably shortened my life span by saying that, so I'll qualify it by adding that doesn't include the real giving teaching pros out there, and they know who they are.)  And Steven, I'd like to make a "video request."  Do you have anything "stressing togetherness"?       

Comment by steven chessin on February 23, 2015 at 4:14pm

Brian - No. We are in perfect agreement except for the definition of the  "sales force process" being limited, exclusively to the salesman. By that definition it would not include F+I, BDC, managed chat, telemarketing, response robots, and all manner of delegated, out-sourced, and vendor sales process assisted services.   

Some support the notion of the salesman as a solo commando like Rambo. Maybe in 1950. Not today. You and I create the impression that excellent customer service effort has been performed by a responsible and sincere salesman  - when in reality  - they did not do it. I support sales training for the efforts that cannot be done better - for them - by others. In the video below - you see a car introduced by a salesman. THAT'S FAKE. He was busy with a showroom customer doing what ONLY he must do for himself  - while I did his video for him with a copy / paste. The customer greatly appreciated "his" effort.  

• ‹ Previous
• 1
• 2
• 3
• 4
• Next ›
• Page