AutoFix AdvisorCast

Michael Doherty [00:00:00]:
This is the autofix Advisor Cast, powered by WorldPac. Hey, service Advisor nation. Thank you for tuning in to another episode of the autofix Advisor Cast with your host, Michael Dougherty. Hopefully everyone's doing well, staying healthy, keeping happy, and keeping those bays full. So today, wanted to talk about a topic, actually the episode, this episode is going to be called the Sale Ain't the End, it's the Beginning. The sale ain't the end, it's the beginning. So I'm sure everybody's heard the saying, a satisfied customer is the best business strategy of all. Again, a satisfied customer is the best business strategy of all.

Michael Doherty [00:00:50]:
But ladies and gentlemen, let's be real. Getting a yes from a customer isn't considered a touchdown. It's just a kickoff. If you've already been thinking about your next call while that customer is still in your parking lot, we've got some work to do. So let's talk about it, right? Let's talk about, you know, turning good service into great loyalty. So I think, first and foremost, I think there's a good quote from Zig Ziglar, which is a motivational guy, motivational speaker. If you haven't heard of Zig, check his stuff out. It's kind of old, but it's still impactful.

Michael Doherty [00:01:27]:
Every sale has five basic obstacles. No need, no money, no hurry, no desire, no trust. So please, you know, let's break it down. We've already earned an established trust with the client, right? So now it's about growing that trust, growing that relationship. Kind of think about it as, you know, every sale is basically kind of like a first date. And, you know, we don't want to ghost them after the sale goes well. Right. So bringing up, you know, for successful shops, you know, kind of, you know, using, how are we using CRM tools and implementing checklists to build, you know, long term loyalty and their strategy behind that foot, you know, I think really a quick tip if I could, you know, especially after that client has picked up, not too long after that client has picked up their vehicle from you, you know, picking up that phone, picking up that phone and just saying, hey, you know, Mr.

Michael Doherty [00:02:29]:
And Mrs. Jones, it's Michael from XYZ Automotive. Hey, I know you just left about an hour ago. I know you just left a couple hours ago. You picked up the car a couple hours ago. I just wanted to make sure that you feel a difference in how the vehicle handles now after the suspension work that we did for you. Right. I, I want to make sure that Mr.

Michael Doherty [00:02:48]:
And Mrs. Jones, you can tell, you know, especially when you're at that stoplight, there's no more vibration for you after we replace those engine mounts. You just want to make sure that you're happy. And oh by the way, you're probably going to be getting a email from us in 48 hours for, you know, an online review. If you're happy with our service, if you could fill that out for us, we'd greatly appreciate it. Right. But again, I think there's that, that missed personal connection, right. That I will call it need to not.

Michael Doherty [00:03:18]:
It shouldn't be a forced thing, right. You know, oh man, I got a call and I got a follow up. No, you should want to again, you know, that person, that happy person, that satisfied customer is going to tell people about, you know, your shop, their experience with you. That is the best form of advertising that you can get. It really is. You know, that complement that glowing five star Google review that people are going to see online when they come to your Google business profile for your shop. Right. So again, you know, I think it's often overlooked.

Michael Doherty [00:03:51]:
Don't just rely on your point of sale system to send out the automated survey. Right. Seriously, I mean after that customer has picked up or before, you know, before they leave the building, right. You know, you do that handshake, you do that high five, you give them a hug, whatever it is that you do and thank them for their business. Like I said, depending on what they had done, not too long after that, especially if you've got time in the day, you know. Yeah, if they picked up at 5 o', clock, 6 o', clock, it's probably not going to work. I call them the next business day. But if they picked up anywhere between, I will call it 9am and 3pm or even 2, you know, 2pm You've still got time in the day just to give them a quick call or a text and again, you know, make it personal.

Michael Doherty [00:04:33]:
I just wanted to let you again know we appreciate your business. We know you've got choices. But again, I just want to make sure that you feel a difference and how the car handles. Again, if you do suspension work, if you did engine mounts. Right. Again, you know, that vibration that you're feeling In a stoplight, Mr. And Mrs. Jones, it's not there anymore as I felt that it wasn't.

Michael Doherty [00:04:52]:
You know, little things like that. Again, it goes a long way, right? It, it lets them know that you give a crap. And that's the important part. I think especially these days, things are just too transactional, right. You know, it's, it's, it's going to cost this much, it's going to cost that much. They pick up, you know, you know, you're kind of, I would just say it, not in a rush, but you're kind of in a rush and you know, you're, you're saying, oh, hey, what's going on? You know, and you're reaching out for their method of payment, their form of payment, if they're paying with a card or if they're tapping with their phone, something like that on your Clover device or whatever you've got for a point of sale system. But again, it's too transactional, you know, it, it's not the way to do it. They're not going to remember you for the transaction.

Michael Doherty [00:05:37]:
They're going to remember you because of what you said, because of how you made them feel at that counter when they're picking up their vehicle. Right. Be sure to carve out time, answer any questions that they might have and you know, don't anticipate that they're not going to have any. I mean, ask them, hey, real quick before, you know, we, you know, before you pay for your investment. Because again, it's an investment that they're putting into their car, right? They're doing a repair, they're fixing something, they're doing a big ticket item. It's an investment. It's not just, you know, you're paying us and you know, have a great day. Ask them if they have any questions, carve out some time, you know, they may have some.

Michael Doherty [00:06:18]:
Don't just skip to the transactional part. They know that they've got to pay you to get their car. That's obvious. Again, make it more personal. Right. But again, you know, the follow up portion, I know that your point of sale system likely has got an automated 24 hours later, 48 hours later, somewhere in there. But again, you know, don't, don't just rely on that. Yeah, tell them about that after you've made the personal call to them or text, again, depending on how they prefer to be communicated with.

Michael Doherty [00:06:46]:
But again, it just, it's, we have to do a better job of making it more, you know, personal fulfilling than transactional. And, and that's really, you know, where I stand on that. You know, we want to turn customers into advocates for us, right? I mean people, people will forget what you said. They forget what you did, but never forget how you made them feel. That is a quote from Maya Angelou. Again, people will forget what you said. Forget what you did, but never forget how you made them feel. So again, it's really important to, to consider those things.

Michael Doherty [00:07:25]:
Consider that in particular, you know, when you're, when you're on that phone call with them, when they're making the appointment, whether it's an existing customer, first time customer, tenth time customer, whatever. Again, people will forget what you said, forget what you did, but never forget how you made them feel. And that's really what it comes down to, right? I mean, customers who feel taken care of, five star review, referrals, loyalty, you know, they're going to spread the good word about you, right? And you know, it's okay to, I mean, you're going to get some customers that aren't happy, but also not being afraid to ask, you know, hey, what could we have done better? You know, where do we, where do we fail you this time? You know, if it's just not going the right way, I mean, don't backpedal. I mean, forward think, right? I mean, hey, Mr. Mrs. Jones, I understand you had a bad experience this time around. You know, what in particular made it a bad experience? You know, we don't, we don't want to do that again as a company. How can we avoid that next time? Can you tell us some, you know, some collective criticism? And again, don't take it personally, right? I mean, yeah, if somebody's in your face, you know, yelling and screaming and pointing a finger, then, yeah, there's a time to, you know, time out.

Michael Doherty [00:08:43]:
You know, get away from that, you know, regroup, you know, don't say something that you can't take back. But again, this is based on, you know, I'm talking more about the positive side of it, right? Look for areas of improvement. And there's always something to improve. I mean, if you can think about it, if you can improve 1% better every day, you know, at the end of the year, you're unbeatable, you're unstoppable, right? But again, there's always something to learn. And also, you know, again, you know, I've mentioned it before, but especially with the positive responses you get back from the clients, whether it's a Google review, you get off the phone with them. Please, please, please share that information with the technician. Highly important, because the technician is the one who worked on the vehicle. Maybe the service advisor had a hand in it.

Michael Doherty [00:09:32]:
I've been there before. Hey, can you, can you hold this bolt while I take this hammer and smash the bolt? Hey, what? You want to do what? Let's, let's Find a better solution there, John. Let's. Let's do something different. I don't feel comfortable putting my hand there, but you know what I'm saying, again, know it's a team effort, but again, share that positive feedback from the client with the shop. The technicians, they need to hear the good stuff too, not just the bad stuff. Hey, this light came back on or they picked up their car and this, you know, the clock wasn't reset, or they, you know, whatever it is, it's. It's so easy to go back there and say, this wasn't done right or that wasn't done right, or what were you thinking? Or I don't know where your head was at.

Michael Doherty [00:10:18]:
You know, it's not the way to communicate with your co workers, especially technicians. Right. They're under enough stress to figure things out and do their job. So again, bring that positivity back there. All those positive things that the customers say, you know, get them involved with that. And, you know, I mean, it's okay to cut up with, you know, customers too, you know, after they've been around a couple of times, right. I think there's some, you know, light humor. Right.

Michael Doherty [00:10:42]:
We can. Excuse me. You got it. A little bit today. Long day. I had to do a Google Doc. I'm doing a service advisor I can't really talk about right now, but I'm doing a service advisor thing for a company and had to. Had to write up a Google Doc tonight, and it took me about an hour, hour and a half.

Michael Doherty [00:11:04]:
So I'm a little winded, I'm a little tired. But you guys got me. You've got my attention, I've got your attention. We're good to go. Sorry to segue, but yeah, it's okay to cut up, inject a little humor right after you've gotten to know them a little bit. And maybe after you've gotten to know them a little bit, maybe it's not okay to inject a little humor. I mean, everybody's different, right? You know, kind of, you know, know, know the people that you're dealing with. But again, right.

Michael Doherty [00:11:28]:
I think really important. I can't say it enough, right. You know, you know, having a satisfied customer is the best business strategy of all. And, you know, again, the sale isn't the end, it's the beginning. It's where we start the relationship process. And just think about it like that. It really is. You know, them saying yes to a large ticket item is fantastic.

Michael Doherty [00:11:54]:
It gives you confidence as a service advisor. You're happy to go back there and share that with a technician. Hey, John, guess what? You know, they want to do this engine job or they want to do all the, you know, complete suspension refresh or whatever. I mean, it's exciting, right? You're helping them. Your company's making a couple bucks. You're offering a great warranty to your customer. Everybody wins, right? But again, you know, the sale isn't the end, it's the beginning. And try, and try and frame it like that in your mind.

Michael Doherty [00:12:20]:
Service advisors out there, but appreciate y'. All. Thank you for tuning in to another episode of the Auto Fix Advisor Cast. And I look forward to talking with you again next week. And keep those base full, stay healthy, take care of one another, and looking forward to seeing you guys soon, hopefully at some upcoming automotive events. And thank you again. All right, see you guys. Hey, thanks for listening to the autofix Advisor Cast.

Michael Doherty [00:12:46]:
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 you industry grow and help advisors love their jobs again. See you on the next Autofix Advisor Cast.