AutoFix AdvisorCast

Michael Doherty [00:00:00]:
This is the autofix Advisor cast, Powered by World Pac.

Michael Doherty [00:00:11]:
Hey, Service Advisor nation, what's happening?

Michael Doherty [00:00:14]:
Thank you for tuning into another episode of the Autofix Advisor Cast with your host, Michael Dougherty.

Michael Doherty [00:00:20]:
Hopefully everyone's doing well, staying healthy and taking care of one another.

Michael Doherty [00:00:24]:
So I saw a quote this weekend that prompted me to, I guess, come up with an episode. The quote is, opportunities often come in disguise.

Michael Doherty [00:00:37]:
Only those who recognize them succeed. Again, opportunities often come in disguise. Only those who recognize them succeed.

Michael Doherty [00:00:46]:
Interesting quote. And I think it definitely pertains to service advisors and, you know, automotive industry in general. So when we talk about opportunities, you know, one thing that's definitely on the.

Michael Doherty [00:00:59]:
Top of my mind to consider is this. And I went ahead and put some.

Michael Doherty [00:01:04]:
Notes together for this episode in particular, but I wanted to talk to the service advisors in Service Advisor land today about price shoppers. Yes, Those people that call and, you know, you could tell that they're just price shoppers. And how do we look at them as opportunities, Right? What is our job?

Michael Doherty [00:01:25]:
It's to build and maintain client relationships.

Michael Doherty [00:01:28]:
So how do we do that with price shoppers? So price shoppers in particular, again, you know, I feel like they're an opportunity in disguise. And, you know, talking about that, you know, they're, you know, I would say maybe lost treasure hunters, I think is kind of a cool way to look at it, if you would. And, you know, I think everybody's gotten the phone call of, you know, hey, you know, just how much for breaks? You know, and you start asking qualifying questions, you know, they're not going to.

Michael Doherty [00:01:58]:
Give you their name.

Michael Doherty [00:01:59]:
They're not kind of giving you a context of what's going on. Not going to tell you about the car. They just want a price, basically. Hey, you know, how much you guys just charge for a brake job, right? I just need a price.

Michael Doherty [00:02:08]:
I just need a price.

Michael Doherty [00:02:09]:
So how do we. How do we handle that professionally and create that opportunity? So I think a lot of time with price shoppers in particular, it's somebody that has been taken advantage of by our industry, right? Their guard is immediately up. They've had a past bad experience. They've been unfortunately conditioned to equate price.

Michael Doherty [00:02:38]:
To value, which is not correct.

Michael Doherty [00:02:42]:
And truly, I mean, you gotta. You got to get the price shopper.

Michael Doherty [00:02:46]:
Mentality out of your head, right?

Michael Doherty [00:02:47]:
It's, it's. They're not shopping for price. I think they're shopping for confidence, right? Because again, they've had a bad experience, they've been taken advantage of, and, you know, I mean, let's be honest, you know, the shop that you work at.

Michael Doherty [00:03:02]:
You'Re supposed to be viewing that shop as the best shop in town, right?

Michael Doherty [00:03:05]:
Hopefully you've got that methodology, you know, they've called the right place. You want to convey that you feel confident as a service advisor that you're.

Michael Doherty [00:03:13]:
At the best place in town.

Michael Doherty [00:03:14]:
We got the best shop, right? So when there's a price shopper on the phone, you know, nine times out of ten, you know, it. It's not an apples to apples comparison, right? I mean, they're I guess ultimately comparing your expertly installed brake job to, we'll call it a backyard mechanic in possible vape lounge, you know, so again, I mean, if it's just about price is not gonna work out. And again, how do we develop that mind shift, right? How do we get that barrier down and talk with them more on a client level? So again, think about this from a price shopper's perspective. Again, as a service advisor, that call coming in, once you get enough of them, it seems like an annoyance. But again, it's your job as a service advisor to transform their mindset. You know, it's not all about price. And you know, every call, you know.

Michael Doherty [00:04:16]:
Is a request for help.

Michael Doherty [00:04:19]:
I mean, that's what that call is, the price shopper, right? It's. They're again, been misled, they've had a bad experience, they're just confused. They don't know really what to do. And it's up to us to deliver confidence, deliver value, and invite them in, right? So again, every call that comes in for a price shopper, I feel is like a request for help. It's not a test rate they're looking for. I really believe that they're looking for someone to trust more than they are.

Michael Doherty [00:04:51]:
For somebody to underbid the next shop.

Michael Doherty [00:04:54]:
That they might call, right? So, you know, we. One thing I think especially for service advisors is with that is, you know, you know, lead with clarity, you know.

Michael Doherty [00:05:04]:
Not cost, you know, ask good questions, right.

Michael Doherty [00:05:07]:
Uncover the needs of the individual, you know, and show value, right? Don't quote price. You know, paint the picture of what.

Michael Doherty [00:05:18]:
Your business does and how you do it and how you take care of clients.

Michael Doherty [00:05:22]:
And again, break down those barriers, break down those.

Michael Doherty [00:05:26]:
Fences, if you would, on.

Michael Doherty [00:05:27]:
The other end of the phone, I think conversions, you know, for price shoppers, you know, there's kind of three things.

Michael Doherty [00:05:36]:
To definitely keep in mind when they're on the phone.

Michael Doherty [00:05:39]:
And again, you know, if you're.

Michael Doherty [00:05:41]:
It's being transparent, right?

Michael Doherty [00:05:43]:
When you pick up that phone, you have to be in the mindset to.

Michael Doherty [00:05:47]:
Take care of whatever is going to.

Michael Doherty [00:05:48]:
Be happening for that phone call. So again, if you're in the middle of doing an estimate, if you're in the middle of at the. If you're at the front desk, you know, with somebody and that phone rings and you pick it up, you know, you have to change your mindset automatically. You know, you got to change your mindset as a service advisor and be ready to accommodate that phone call. Again, like it's really important, because it is. And if you don't have the time.

Michael Doherty [00:06:16]:
With the task that you're currently doing.

Michael Doherty [00:06:18]:
To take on another cat, to take.

Michael Doherty [00:06:20]:
On the additional task of answering the.

Michael Doherty [00:06:23]:
Phone, I wouldn't recommend doing it because, again, you know, it's. You're being, you're being qualified, right, by that person that's calling in for services or even, again, a price shopper, right?

Michael Doherty [00:06:36]:
So again, very important.

Michael Doherty [00:06:37]:
If you're in the middle of doing something and that phone rings and you're going to answer it, right, with intent to convert and get them on the books for an appointment and, and exude value, and exude confidence and get them.

Michael Doherty [00:06:53]:
In the shop, by all means, pick up the phone. If you're just going through the motions.

Michael Doherty [00:06:58]:
And man, the phone's ringing, second ring, third ring, you know, you pick it up. I wouldn't say annoyed, but again, you've got to pick it up. But again, if you don't have the.

Michael Doherty [00:07:09]:
Clarity in your own mind, don't pick it up.

Michael Doherty [00:07:12]:
Really don't pick it up. Because it's your shot. It's your shot, it's your opportunity. But for conversions, I think for price shoppers, right, I think there's three C's, if you would. There's curiosity, there's confidence, and there's connection.

Michael Doherty [00:07:29]:
So.

Michael Doherty [00:07:29]:
Right, again, the curiosity part on the service advisor side, asking the price shopper, right, get involved, right? Ask about their situation, you know. Oh, you know, yeah, we can definitely figure that out for you, Mr. Mr. And Mrs. Jones, you know, tell us, please, you know, what's going on with the vehicle. Why do you need brakes? You know, I just. I just need a price. I just need a price.

Michael Doherty [00:07:48]:
Okay, well, again, you know, I'm here to help you out. I want to help you out. I need a little more information. So. So help me help you, right? And again, you know, talk about symptoms, you know, why. Why do you need brakes? You know, I'm trying to understand more.

Michael Doherty [00:08:01]:
Are you getting a shake when you're braking. Did you go somewhere else and they told you they're worn out? Are you hearing a grinding?

Michael Doherty [00:08:07]:
I mean, ask questions.

Michael Doherty [00:08:09]:
Because when you start asking quality questions, you should get quality responses, right? So that's the first C, right?

Michael Doherty [00:08:17]:
Curiosity, you being curious to them and.

Michael Doherty [00:08:21]:
Asking the right questions. Number two is the confidence factor, right? Again, that's the building value part in that conversation.

Michael Doherty [00:08:28]:
You know, share what makes your shop different, right? The great warranty that you guys have.

Michael Doherty [00:08:35]:
The technicians that are certified, the equipment.

Michael Doherty [00:08:37]:
That you guys have, the customer experience.

Michael Doherty [00:08:40]:
That you deliver, and the third C.

Michael Doherty [00:08:44]:
So again, first one's curiosity, second one's confidence. Third one I think is going to be connection, right?

Michael Doherty [00:08:49]:
Make it a human transaction. Don't sound very script reading, right. Don't go through the motions, just to go through the motions. Build rapport, form a connection, somehow find out what vehicle it is.

Michael Doherty [00:09:04]:
I mean, that's going to be imperative, you know, and they may not know.

Michael Doherty [00:09:08]:
That because again, they're just calling you.

Michael Doherty [00:09:10]:
And they're hoping for a price.

Michael Doherty [00:09:11]:
But again, it's building that connection, it's building that rapport.

Michael Doherty [00:09:16]:
And, you know, again, I think a lot of it too is, you know, building in the trust, just being genuine in that conversation. And, you know, again, for price shoppers, some things that you're probably going to hear is, you know, how much for brakes, right?

Michael Doherty [00:09:30]:
Or how much for air filter or.

Michael Doherty [00:09:32]:
How much for whatever, right? So, I mean, I think on the service advisor standpoint, definitely we need to let them know that, hey, we need.

Michael Doherty [00:09:38]:
To take a closer look at your vehicle to determine your exact needs. Do you have a few minutes so.

Michael Doherty [00:09:42]:
I can get a better understanding of what's going on?

Michael Doherty [00:09:45]:
Right.

Michael Doherty [00:09:46]:
And yeah, I've had those situations where I ask all those great questions and.

Michael Doherty [00:09:50]:
And still somebody just won't give you.

Michael Doherty [00:09:53]:
The information on the other end of the phone.

Michael Doherty [00:09:55]:
And they just want a price. I just want a price. I just want a price. At that point, I think you have.

Michael Doherty [00:10:01]:
Determined that it's not your customer.

Michael Doherty [00:10:04]:
Right.

Michael Doherty [00:10:04]:
And again, it's okay, not everybody's going.

Michael Doherty [00:10:06]:
To be your customer. The ones that understand why you're asking.

Michael Doherty [00:10:10]:
Those questions and the ones that understand.

Michael Doherty [00:10:12]:
That you're trying to build rapport, you're.

Michael Doherty [00:10:14]:
Trying to build value, you're trying to accommodate.

Michael Doherty [00:10:17]:
Right.

Michael Doherty [00:10:19]:
Those are the ones that are going to be conversions.

Michael Doherty [00:10:21]:
But again, don't get upset. It's, it's. It was vastly a pet peeve of mine early in my career, you know, trying to extract the easiest of information from some of these people that I.

Michael Doherty [00:10:34]:
Would get phone calls for, for just.

Michael Doherty [00:10:35]:
Price stuff and, you know, you can't get upset about it. It's going to happen. But I think the majority, if you.

Michael Doherty [00:10:43]:
Handle it the right way and ask.

Michael Doherty [00:10:45]:
The right questions and again, you know.

Michael Doherty [00:10:47]:
Implement those three Cs that we talked.

Michael Doherty [00:10:49]:
About, you know, for conversion, for converting them, right? The curiosity again, asking about their situation.

Michael Doherty [00:10:55]:
Asking about the symptoms, the vehicle, the previous. Where have they been, you know, did you have a bad experience somewhere?

Michael Doherty [00:11:02]:
Is that why you won't give them this information? Right.

Michael Doherty [00:11:04]:
It's okay to ask questions.

Michael Doherty [00:11:05]:
Just don't be a dick about it.

Michael Doherty [00:11:09]:
Confidence, right? Right. Again, you're exuding confidence.

Michael Doherty [00:11:12]:
You know, you called the right place. Mr. And Mrs. Jones, we're going to figure this out together, you know, and.

Michael Doherty [00:11:19]:
Again, common ground, right?

Michael Doherty [00:11:21]:
Talk about vehicles that you have, you know, hey, you know, not too long ago, you know, I was calling around for breaks somewhere, you know, just trying to get some prices for my wife's vehicle.

Michael Doherty [00:11:30]:
We don't work on her car here.

Michael Doherty [00:11:31]:
But, you know, whatever you got to come up with. But again, just kind of break the ice, right? But again, confidence in your facility.

Michael Doherty [00:11:37]:
You call the right place, man. Let me tell you about our accolades. Let me tell you about our loaner program.

Michael Doherty [00:11:42]:
Let me tell you about, again, your, your offsetting price with value, super, super important.

Michael Doherty [00:11:48]:
And the connection, again, make it a human connection. Use their name, build rapport in the conversation.

Michael Doherty [00:11:53]:
But, you know, again, you know, you're not chasing the sale. You know, you're.

Michael Doherty [00:12:02]:
You're offering a solution.

Michael Doherty [00:12:03]:
And for people that understand that it's going to be a conversion and don't get upset when they won't give you the information at that point, make that.

Michael Doherty [00:12:12]:
Determination after you've tried a couple times.

Michael Doherty [00:12:14]:
Different ways to get, you know, questions.

Michael Doherty [00:12:16]:
Answered to accommodate them, to kind of fill up the situation.

Michael Doherty [00:12:19]:
And if it just ends up being not a great continued conversation, then it's okay to say, hey, you know, I.

Michael Doherty [00:12:24]:
I appreciate the phone call, but I just don't feel that we're going to.

Michael Doherty [00:12:27]:
Be able to help you because I'm just trying to identify some basic, you know, some basic questions here, and we can't get past that.

Michael Doherty [00:12:33]:
Right?

Michael Doherty [00:12:34]:
Again, it's okay. Not everybody is your client. And you're not, again, being addict to them. You're just, you're letting them know that.

Michael Doherty [00:12:42]:
You'Re a professional business, you value their time as well as your own, and.

Michael Doherty [00:12:47]:
Move the conversation along. But, you know, again, with price shoppers, you know, you set the tone, right?

Michael Doherty [00:12:54]:
They Called you, you're the professional, you set the tone.

Michael Doherty [00:12:57]:
It's not the price race.

Michael Doherty [00:12:59]:
Right.

Michael Doherty [00:13:01]:
And you know, if you get the questions answered, if you're still not feeling like they're really feeling you guys meaning the shop or whatever and they say hey, you know, I'm gonna call around, I'll get back to you.

Michael Doherty [00:13:13]:
You know, again, a great response for that.

Michael Doherty [00:13:15]:
Right.

Michael Doherty [00:13:15]:
You know, I totally understand.

Michael Doherty [00:13:16]:
Hey, just remember there's a reason people.

Michael Doherty [00:13:18]:
Come back to us even when they've called around. And again, that opens up the curiosity part, right? I mean why is this person being so confident about this shop? You know, you're trying to get a.

Michael Doherty [00:13:28]:
Mind shift change over to them.

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

Michael Doherty [00:13:31]:
And again developing value, building value.

Michael Doherty [00:13:34]:
And that's going to work, right. And again if it doesn't for them, they're not your client. It's okay, don't get upset about it.

Michael Doherty [00:13:42]:
But it gives you a chance to.

Michael Doherty [00:13:43]:
Practice and practice, practice, practice.

Michael Doherty [00:13:46]:
Right.

Michael Doherty [00:13:47]:
It's, it's, it's. I got a live one, I got.

Michael Doherty [00:13:49]:
A live one on the phone. Email wise it's a lot harder to do.

Michael Doherty [00:13:55]:
And again I mentioned in previous episodes I think, you know, you've got people that are introverts again, nothing wrong with that that aren't going to call you on the phone to get those things figured out. You might just get an email, very blank filled out email template if you would. If you've got you know, appointment request form on your website or something and just a very basic information, your make model and just needs breaks. You know, at that point I would probably email them back and say thanks for the information. You know, I'm going to give you.

Michael Doherty [00:14:24]:
A call for some follow up questions.

Michael Doherty [00:14:26]:
And again you'll build that value over the phone.

Michael Doherty [00:14:29]:
If they insist on email again just you know, be creative with it.

Michael Doherty [00:14:33]:
You know, again envision like you're talking to them on the phone, the questions that you would ask and just implement.

Michael Doherty [00:14:39]:
That into the email that you would.

Michael Doherty [00:14:40]:
Use and you know, kind of take it from there. But again, right. Price shoppers, I really don't feel, feel that they're not an opportunity.

Michael Doherty [00:14:49]:
Everything's an opportunity when that phone rings.

Michael Doherty [00:14:51]:
Again, service advisors, it's how we connect with them, it's how we answer the questions or ask the questions, you know, anticipating their responses.

Michael Doherty [00:15:02]:
And again it's practice, it's practice but.

Michael Doherty [00:15:04]:
Practice makes perfect and you know, again it's an opportunity. So look at it like an opportunity, not a inconvenience.

Michael Doherty [00:15:11]:
Right, right.

Michael Doherty [00:15:12]:
You're going to get the call this week, at some point, if you haven't.

Michael Doherty [00:15:15]:
Already, you know, hey, I just need a price. I just need a price. I got my car. At the dealer, they said this is going on again. They're frustrated, right?

Michael Doherty [00:15:23]:
You know, they're frustrated. Figure out what's frustrating them.

Michael Doherty [00:15:29]:
Build value, connect, be a human, convert. And again, please, please, please, Please implement those three Cs, Curiosity, Confidence, and connection. That equals success, right?

Michael Doherty [00:15:46]:
And again, even if they don't come.

Michael Doherty [00:15:47]:
In, it gives you a chance to.

Michael Doherty [00:15:49]:
Practice and perfect your craft.

Michael Doherty [00:15:50]:
So the next time you get a.

Michael Doherty [00:15:52]:
Price shopper caller, you're that much better.

Michael Doherty [00:15:54]:
Ahead of the game and service Advisor Nation.

Michael Doherty [00:15:58]:
I really appreciate you for tuning into.

Michael Doherty [00:16:00]:
An episode, another episode of the Autofix Advisor Cast.

Michael Doherty [00:16:04]:
It is now June in North Carolina.

Michael Doherty [00:16:07]:
It is.

Michael Doherty [00:16:08]:
I walked out this morning, opened the.

Michael Doherty [00:16:09]:
Front door and just got hit with the humidity. You know, it's upon us. So, you know, again, for clients that you're taking care of, if you've got the equipment, AC machines, R134A, the 1234 YF refrigerant, please, please, please, Joe, you know, I mean, when you're checking in clients, cars, you know, get the AC on, you know, don't just crank up the car, take a pick at the.

Michael Doherty [00:16:36]:
Mileage and move it to the back.

Michael Doherty [00:16:37]:
Of the parking lot.

Michael Doherty [00:16:38]:
Promise the car will talk to you.

Michael Doherty [00:16:39]:
Crank it up, put the H vac on, sit in it for a little bit, and make sure the AC is.

Michael Doherty [00:16:45]:
You know, cold or cooling.

Michael Doherty [00:16:47]:
If it's not, again, reach out, let.

Michael Doherty [00:16:50]:
Them know, hey, I was in your.

Michael Doherty [00:16:52]:
Car checking it in and I noticed that your AC doesn't seem to be cooling like it should. You know, while it's here, would you.

Michael Doherty [00:16:58]:
Like us to do a Freon level check and adjust?

Michael Doherty [00:17:01]:
That price point would be X.

Michael Doherty [00:17:02]:
Again, you're looking out for them, right?

Michael Doherty [00:17:04]:
So again, you know, being proactive.

Michael Doherty [00:17:06]:
But again, service of Azure Nation.

Michael Doherty [00:17:08]:
Truly, thank you again so much, and I wish you a fantastic upcoming week. Keep those base full, keep those customers cool, no pun intended, and take care of one another.

Michael Doherty [00:17:19]:
All right?

Michael Doherty [00:17:20]:
Appreciate you guys. All right, see you later.

Michael Doherty [00:17:22]:
Bye.

Michael Doherty [00:17:23]:
Hey, thanks for listening to the Autofix Advisor cast. If you're ready to take your shop to the next level, check out our 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 to help the industry grow and help advisors love their jobs. Again. See you on the next Autofix Advisor cast.