AutoFix AdvisorCast

Michael Doherty [00:00:00]:
This is the autofix Advisor cast, powered by worldpac.

Michael Doherty [00:00:11]:
Hey, Service Advisor Nation. Welcome back to another episode of the.

Michael Doherty [00:00:16]:
Autofix Advisor Cast with your host, Michael Dougherty.

Michael Doherty [00:00:19]:
Hope everyone's doing well, hope everybody's healthy and thank you for taking the time out of your day or evening to.

Michael Doherty [00:00:25]:
Listen to this episode.

Michael Doherty [00:00:27]:
Something that keeps coming up with shops that I'm speaking to is phone skills.

Michael Doherty [00:00:34]:
And it's something that I've previously talked.

Michael Doherty [00:00:36]:
About, but you know, it's always an evolving topic.

Michael Doherty [00:00:40]:
Right.

Michael Doherty [00:00:42]:
So one thing I wanted to talk.

Michael Doherty [00:00:43]:
To Surface Advisor Nation today was about.

Michael Doherty [00:00:46]:
You know, for first time callers to your shop, how do we build value and offer an experience?

Michael Doherty [00:00:56]:
Right.

Michael Doherty [00:00:56]:
I mean, I think that's an important.

Michael Doherty [00:01:00]:
Thing to consider again, you know, building.

Michael Doherty [00:01:02]:
Value and offering an experience, not just selling a service. Because if we can build an experience, then that is what's going to get clients coming back. So I guess first and foremost, just clarifying, you know, I mean, when somebody is a first time client and they're calling your shop, you know, they're not.

Michael Doherty [00:01:22]:
Just inquiring about your services. I mean, it's kind of an audition if you think about it.

Michael Doherty [00:01:28]:
And you know, those are things that we're going to go over today and.

Michael Doherty [00:01:31]:
Talk about during this episode.

Michael Doherty [00:01:32]:
So, you know, I mean, oftentimes and I've always felt like this, you know, like, you know, it's, it's our responsibility as service advisors to really kind of invite the client in. And what I mean by that is, right, it's your tonality. When you're on the phone with them for their first time experience, it's asking the questions, hey, have you been with us before? Or if they say, no, I'm a.

Michael Doherty [00:02:00]:
Current client, hey, welcome back, Glad you're on the phone.

Michael Doherty [00:02:03]:
Right.

Michael Doherty [00:02:03]:
Smiling through the phone.

Michael Doherty [00:02:05]:
We use that term a lot. But what does it mean? I mean, you're not interfacing with them. It's not a zoom call.

Michael Doherty [00:02:11]:
They're not in person.

Michael Doherty [00:02:12]:
So smiling through the phone again is just your tonality. You're being upbeat. You know, we want to send the signal that, you know, we're inviting, we're excited, you know, but we don't want to sound rushed. That's the last thing somebody wants to feel on the other end of that phone is that we're, that we're, that.

Michael Doherty [00:02:29]:
We'Re rushing them to get through.

Michael Doherty [00:02:31]:
And you know, have I been guilty of that before? Yeah, God's honest truth, absolutely.

Michael Doherty [00:02:37]:
Sure.

Michael Doherty [00:02:37]:
You know, I didn't get my mind.

Michael Doherty [00:02:39]:
Right before I picked up the phone.

Michael Doherty [00:02:40]:
To answer that phone call. And it could have been a first.

Michael Doherty [00:02:43]:
Time customer, it could have been an existing customer.

Michael Doherty [00:02:45]:
But point being, you know, when that phone rings, you kind of got to.

Michael Doherty [00:02:48]:
Do a mindset shift, right?

Michael Doherty [00:02:50]:
You got to kind of just switch over and take a deep breath. And you know, it's kind of like if you think about it, right? It's, it's, you know, I'm sure everybody's.

Michael Doherty [00:03:00]:
Been to some sort of concert before in their life. You know, a rock concert, a rap concert, a country concert, just music concerts in general, right? And think about it like this.

Michael Doherty [00:03:09]:
You know, I mean, there are performers that, I mean, they go from town to town, show to show, if not every day, every other day for, you.

Michael Doherty [00:03:19]:
Know, 200 days out of the year. But when they get to that city or that town, that experience, right? I mean, it's the same songs that they're singing.

Michael Doherty [00:03:28]:
It's not the same crowd usually, but.

Michael Doherty [00:03:29]:
It'S the same songs, it's the same lyrics, it's. It's a repeat process.

Michael Doherty [00:03:33]:
But, you know, how do they make.

Michael Doherty [00:03:35]:
You feel right when you're there?

Michael Doherty [00:03:37]:
You know, they make you feel like.

Michael Doherty [00:03:39]:
It'S your own private concert, that it's just for you.

Michael Doherty [00:03:42]:
And if they're a professional, that's how.

Michael Doherty [00:03:43]:
It should come through.

Michael Doherty [00:03:44]:
So you want to go continue to.

Michael Doherty [00:03:46]:
Buy their music, so you want to.

Michael Doherty [00:03:47]:
Go see them again in concert, right? It's building the experience. And that's what it should be about.

Michael Doherty [00:03:53]:
For us as well on the service advisor side is building that experience, right? For new clients calling in.

Michael Doherty [00:03:58]:
So something too that I think is important to talk about is how do we get there? So again, we talked about smiling through the phone. It's pretty evident. But also early in that conversation, in that first 10 to 15 seconds, kind of establishing who you are, that they're.

Michael Doherty [00:04:21]:
Calling the right place and get their name right. Hey, thanks for calling XYZ Automotive, this.

Michael Doherty [00:04:27]:
Is Michael, who would have the pleasure of speaking with today. How may I help you?

Michael Doherty [00:04:30]:
And get their name right.

Michael Doherty [00:04:31]:
I mean, when you're using somebody's name and upbeat and professional tonality, it's a psychology thing, right? I mean, it's again, it's kind of mirroring, right? I mean, it makes, when you hear your name, you feel good, right? I don't know why that is, but it's like when someone's talking to you.

Michael Doherty [00:04:49]:
And they keep mentioning your name throughout.

Michael Doherty [00:04:50]:
The phone call, you know. So, John, just to confirm, you know.

Michael Doherty [00:04:54]:
We'Ve got you set up for this.

Michael Doherty [00:04:55]:
Time and this date to bring in your XYZ vehicle.

Michael Doherty [00:04:58]:
That's great, John.

Michael Doherty [00:04:59]:
Thank you so much.

Michael Doherty [00:05:00]:
Looking forward to seeing you next week. Great.

Michael Doherty [00:05:01]:
I mean, they get off the phone, it's not kind of, you know, just again, using their name is really important. And one thing too, I think that's going to be important to talk about is, you know, building value before price comes up.

Michael Doherty [00:05:15]:
And we do get those clients sometimes that call and say, hey, I just need a price.

Michael Doherty [00:05:18]:
Right.

Michael Doherty [00:05:19]:
Well, you know, it depends. Where's, you know, where's your car?

Michael Doherty [00:05:22]:
What's going on with the vehicle? Is the car currently somewhere, is it broken down?

Michael Doherty [00:05:26]:
What's going on? Again, qualifying questions. But again, you know, building value before.

Michael Doherty [00:05:30]:
Price comes up and, you know, kind.

Michael Doherty [00:05:32]:
Of what's that look like?

Michael Doherty [00:05:33]:
Right?

Michael Doherty [00:05:33]:
It's a, it's a, again in that first 10 seconds when they're calling, smiling through the phone, identifying who you are.

Michael Doherty [00:05:40]:
The shop that you're, that you're representing.

Michael Doherty [00:05:42]:
And again, you know, get their name and how can I help you? But also, also in that, somewhere in.

Michael Doherty [00:05:47]:
That first 10 to probably 20, 30 seconds of that phone call, building value in your business, right? Hey, we're so, you know, we're proud.

Michael Doherty [00:05:56]:
To be the, you know, we got voted for, you know, an award. You know, I don't know how else to say, you know, we get, we're the, we're the city's number one auto shop, you know, two years in a row, you know, if you've got any words to talk about, you know, have to elaborate on everything, but just, you know, keeping it brief, but again, letting you know, hey, you know, we, we do community support. We offer a 3636 warranty, whatever your warranty is.

Michael Doherty [00:06:21]:
Right.

Michael Doherty [00:06:21]:
We provide shuttle service. Right. Just a couple different things right off the bat, that's building value to let.

Michael Doherty [00:06:28]:
Them know about that, you think are.

Michael Doherty [00:06:29]:
Maybe the top two, three or four things in that first 10 to 20.

Michael Doherty [00:06:33]:
Or 30 seconds of the phone call.

Michael Doherty [00:06:34]:
Right.

Michael Doherty [00:06:35]:
And that'll kind of go a long way.

Michael Doherty [00:06:36]:
Right.

Michael Doherty [00:06:37]:
Also, things to mention, you know.

Michael Doherty [00:06:39]:
Right.

Michael Doherty [00:06:39]:
I mean, hey, you know, we offer.

Michael Doherty [00:06:40]:
Digital inspections with photos, complimentary shuttle service.

Michael Doherty [00:06:44]:
And, you know, we've got awesome warranties. Our warranties beat the dealer all day every day.

Michael Doherty [00:06:48]:
Right.

Michael Doherty [00:06:49]:
And say it with confidence.

Michael Doherty [00:06:50]:
Right.

Michael Doherty [00:06:51]:
So again, you're building that experience for.

Michael Doherty [00:06:53]:
Them and, you know, inviting questions as well because they're going to start telling.

Michael Doherty [00:06:59]:
You what's going on with their vehicle.

Michael Doherty [00:07:00]:
So, you know, hey, tell me a.

Michael Doherty [00:07:03]:
Little bit more about what's going on.

Michael Doherty [00:07:04]:
Your vehicle or you know, again, if you can tell with people too, you know, they're, they're shopping around and it's.

Michael Doherty [00:07:12]:
Not always about price.

Michael Doherty [00:07:13]:
They want to make sure that they're.

Michael Doherty [00:07:15]:
Finding the right shop that resonates with them.

Michael Doherty [00:07:18]:
And you know, out of maybe the, you know, there's no guarantee that you're.

Michael Doherty [00:07:22]:
The first shop they've called today, right. If they're a new client, it could.

Michael Doherty [00:07:25]:
Be a second, third, fourth, fifth. I've had people call before and then they literally call right back and they act like they didn't call you and they say, oh, I'm sorry, I got, I'll cross you off my list. I've already talked to you. So I've had that happen a couple of times. But in any event, right? So I mean, you know, hey, I.

Michael Doherty [00:07:41]:
Mean, hit them with a question, right? I mean, what's most important to you when it comes to choosing a shop to help you, right?

Michael Doherty [00:07:46]:
I mean, and again, they're going to talk, you know, take note, take note. And again also asking those, I wouldn't.

Michael Doherty [00:07:55]:
Call them open ended questions, but asking.

Michael Doherty [00:07:57]:
Those questions also kind of keeps you in control of the conversation, but also.

Michael Doherty [00:08:02]:
Makes them feel heard and valued.

Michael Doherty [00:08:04]:
Right?

Michael Doherty [00:08:05]:
Because I've had some clients before where.

Michael Doherty [00:08:06]:
There'S kind of that dead silence, you know, five seconds, 10 seconds of just.

Michael Doherty [00:08:11]:
Dead silence and that's not good.

Michael Doherty [00:08:14]:
And then you know, obviously still, right. You know, talking about, you know, price.

Michael Doherty [00:08:18]:
When someone's calling, talking about price, man, you know, validating, right? Hey, that's a great question.

Michael Doherty [00:08:23]:
But you know, also, you know, I completely understand wanting to know the investment up front, but.

Michael Doherty [00:08:28]:
Right.

Michael Doherty [00:08:28]:
And continuing through what you're letting them know, you know, building value in your.

Michael Doherty [00:08:34]:
Brand, in your shop. And I think that's really important.

Michael Doherty [00:08:36]:
So again, just building value and offering experience.

Michael Doherty [00:08:41]:
I'm just set of just selling a service, right.

Michael Doherty [00:08:43]:
So, you know, there's a lot of.

Michael Doherty [00:08:46]:
Different factors that go into that.

Michael Doherty [00:08:48]:
You know, I wouldn't say there's no obligation but you know, especially when talking.

Michael Doherty [00:08:55]:
With people too, right.

Michael Doherty [00:08:57]:
You know, we love the opportunity to, you know, earn your business.

Michael Doherty [00:09:00]:
Would be a great time to bring your vehicle in and you know, keep.

Michael Doherty [00:09:03]:
It in mind too.

Michael Doherty [00:09:03]:
I mean, not everybody's going to be your client and that's okay. And that will be probably figured out.

Michael Doherty [00:09:11]:
Not too long into the phone call, right. And again, I've had a lot of.

Michael Doherty [00:09:15]:
Shops lately that have really just kind of had not so great experiences with.

Michael Doherty [00:09:21]:
Their front end with phones.

Michael Doherty [00:09:25]:
Phone relations, phone skills and reason for that, I'm helping shops out with doing some of their automotive marketing. And part of that is letting them.

Michael Doherty [00:09:35]:
Know that there's a handoff.

Michael Doherty [00:09:36]:
Right.

Michael Doherty [00:09:36]:
That handoff is we're going to do.

Michael Doherty [00:09:38]:
Our best to do the marketing for.

Michael Doherty [00:09:39]:
You to get the phones to ring.

Michael Doherty [00:09:40]:
But the handoff is once the phone.

Michael Doherty [00:09:42]:
Rings, you've got to be able to convert that lead to an appointment and get them in the shop. And I think a lot of shops too aren't listening to their calls, they're.

Michael Doherty [00:09:53]:
Not recording them, they're not playing them back.

Michael Doherty [00:09:55]:
I mean, it's kind of like a sports athlete, right? I mean, after, you know, the game, you know, there's some athletes that I think go above and beyond to, you know, watch tape, right? They're going to rewatch their performance and.

Michael Doherty [00:10:09]:
See key areas that maybe they could have made a better decision or, you.

Michael Doherty [00:10:16]:
Know, a better decision, but basically just kind of looked at, hey, how was my performance? How would I rate myself? You know, could I have done better? Did I make a mistake?

Michael Doherty [00:10:24]:
And again, it's okay. We all make mistakes, right?

Michael Doherty [00:10:26]:
But you know, I think at the end of, you know, at the end.

Michael Doherty [00:10:29]:
Of the day, right. The best way to do that is for service advisors is if you've got a second service advisor, there's two of.

Michael Doherty [00:10:34]:
You there, you know, pick out a time during the week, 20 minutes, 30.

Michael Doherty [00:10:39]:
Minutes out of the whole week, and role play.

Michael Doherty [00:10:42]:
I mean, one person be the service.

Michael Doherty [00:10:44]:
Advisor, the other person act like you're the client. And the best way to do that is to practice. It's to role play. And the more that you practice, the more that you practice, the more that you practice. When game time comes, which is when.

Michael Doherty [00:10:57]:
It'S a real client calling your shop.

Michael Doherty [00:10:59]:
You'Re going to be prepared, you're going to be ready.

Michael Doherty [00:11:01]:
You know, I think the shops that are willing to do that again, we'll call it a mock, you know, a mock call again, you know, call, call.

Michael Doherty [00:11:09]:
Call your co worker on the cell phone, call them on the work line, right?

Michael Doherty [00:11:12]:
But again, and listen to how you.

Michael Doherty [00:11:14]:
Did, you know, grade yourself, rate yourself, but practice.

Michael Doherty [00:11:19]:
And if you don't have a second.

Michael Doherty [00:11:20]:
Service advisor, ask the shop owner, ask a technician, ask a shop manager, somebody.

Michael Doherty [00:11:25]:
There is going to be able to help you. And again, a good way to do that is to role play and again, take 20, 30 minutes a week and.

Michael Doherty [00:11:35]:
Do that role play and kind of perfect your craft.

Michael Doherty [00:11:37]:
Right.

Michael Doherty [00:11:38]:
Doesn't have to be scripted.

Michael Doherty [00:11:40]:
I mean, there are parts of it.

Michael Doherty [00:11:41]:
That probably will be, which is Definitely fine. But again, the practice part of it, right, Get a coach, get a practice partner.

Michael Doherty [00:11:49]:
You know, there's, there's shops out there.

Michael Doherty [00:11:50]:
That offer coaching for service advising.

Michael Doherty [00:11:53]:
I know that the autofix group does that.

Michael Doherty [00:11:57]:
Is part of the sponsor for this.

Michael Doherty [00:11:59]:
Podcast, autofix with Chris Cotton and, you know, worldpac as well. So there's multiple, you know, there's a lot of resources out there for help with phone skills. But again, you know, just the mental.

Michael Doherty [00:12:10]:
Thought process of, right, we're not just.

Michael Doherty [00:12:13]:
Selling work, you know, especially with a new client. We want to build value, we want to offer an experience and that's going to keep them coming back. So again, you know, tonality, right before that phone rings, slow it down in your head, just kind of take a deep breath. And when you pick up the phone.

Michael Doherty [00:12:30]:
Right, don't sound rushed.

Michael Doherty [00:12:32]:
When you sound rushed, it's going to.

Michael Doherty [00:12:34]:
Make the client feel like you're just. They're not important.

Michael Doherty [00:12:38]:
And again, I go back to the.

Michael Doherty [00:12:40]:
Analogy of like the rock concert or the, or the music concert, right?

Michael Doherty [00:12:43]:
When you're, when you're in that venue, you know, knowing that that band is getting ready to pack up and go to the next state or the next.

Michael Doherty [00:12:50]:
Town to do the show all over again. But they're going to give the crowd the same energy, the same enthusiasm time.

Michael Doherty [00:12:56]:
And time again, and that's what's going.

Michael Doherty [00:12:58]:
To keep their longevity of being an artist.

Michael Doherty [00:13:00]:
So, yeah, I think, you know, we're.

Michael Doherty [00:13:02]:
Artists, right, as service advisors, right, we.

Michael Doherty [00:13:05]:
Want to create that experience, that personal.

Michael Doherty [00:13:07]:
Experience and get them coming back as a client.

Michael Doherty [00:13:09]:
So again, just some tips, some recommendations.

Michael Doherty [00:13:13]:
For some phone skills.

Michael Doherty [00:13:14]:
But Service Advisor Nation, again, I really appreciate you.

Michael Doherty [00:13:18]:
Thank you for tuning into another episode.

Michael Doherty [00:13:20]:
Of the Autofix Advisor cast and keep those base full and hope you have a great upcoming week. And thank you so much.

Michael Doherty [00:13:28]:
All right, see you later.

Michael Doherty [00:13:30]:
Bye.

Michael Doherty [00:13:34]:
Hey, thanks for listening to the Autofix Advisor cast.

Michael Doherty [00:13:37]:
If you're ready to take your shop to the next level, check out our.

Michael Doherty [00:13:40]:
Sponsor, WorldPAC and the WorldPAC Training Institute. WTI. Big thanks to them for their sponsorship. Follow the podcast on social media for more insights and subscribe so you never miss an episode. Oh, and tell your friends we want.

Michael Doherty [00:13:53]:
To help the industry grow and help advisors love their jobs again.

Michael Doherty [00:13:56]:
See you on the next Autofix advisorcast.