Technician recommendations make vehicle owners uncomfortable, resulting in lower car counts
The last thing you want to do is turn customers away from your shop and drive profitability down.
But that’s exactly what you’re doing if you’re making blind recommendations when a customer brings his car into the shop. These kinds of recommendations make customers uncomfortable and lower car counts.
The keys to profitability are:
- Increasing car counts.
- Deepening customer loyalty.
- Raising work order averages.
Effectively implementing this strategy is the challenging part.
You can know that making changes will result in a huge improvement – for both your business and your customers. But just how can you get there? By changing the point-of-sale dynamic.
You see, the point-of-sale process is an adversarial one.
- When a customer brings her car in, you whisk it away, out of sight.
- Your mechanic conducts a “dark” inspection.
- Then, you discuss the recommendations based on it.
- The customer is left wondering, Do I really need these services? Is the shop getting over on me?
She has no way of knowing if the services are really necessary, or you’re just trying to make a buck.
You can change the point-of-sale dynamic with service intelligence.
When you make recommendations based on data – cold, hard facts – that show the age of every part, lubricant and fluid based on usage, your customers will trust you.
And they’ll purchase.
Bottom line, you need insights that customers can’t argue with. And that’s what service intelligence does.
If you have been a part of any shop training or business courses you have most likely been through the training on profitability. You understand how to how to increase car count, how to deepen customer loyalty, and how to increase work order averages and profitability.
Any training like this is excellent, unfortunately implementation is a completely different thing. My discussion with the many shops I talk with day in and day out is the difficulty of implementing changes, even if they know the changes will make a huge improvement for the customers and the business objectives.
One topic that comes up often is that the point of sale process was adversarial. Adversarial in the sense that we would inspect a vehicle away from the view of the vehicle owner, and then produce a report that would recommend the customer to take care of ___ maintenance.
We were asking the vehicle owner to trust a report that we were producing… that comes off as self serving.
There is something that was inherently wrong with this process, and the introduction of a computer system- as the intermediary if you will or as the one that is looking at the daily usage of the vehicle, looking at the service history and aging it based on usage- would be a starting point of any type of vehicle service recommendation. Vehicle owners cannot argue with history and daily mileage.