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How to pick a good mechanic (and become a favorite customer)
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By Dorman Products
Mechanic trivia: Do you know which vehicle has the longer wiper blade on the passenger side?
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By Counterman
In business, as in life, mistakes WILL happen. How you respond will make the difference in whether your customer will remain loyal and continue to do business with your store. Customer relations are easy as long as things go well – when they don’t, you and your team have the opportunity to shine or look like the proverbial pile of…well, you know.
Let me underscore this with a recent experience I had at a global coffee chain. I love heading out to the coffee house with my wife, Marlene, to grab a cold brew or blended beverage. While we are hanging out there, we’ll plan trips, discuss an upcoming event – this has been our “date night” routine for many years.
You see, this chain had pioneered the “third place” experience, where customers and non-customers alike are welcomed to their stores. People could experience some great tunes, meet with friends or business associates, work on homework, read a book, and sip on a tasty beverage. In the post-Covid world though, I worry that the customer experience has suffered.
We recently endured a visit to our nearby location that gave me pause. From that experience I began to consider our clients’ and your store’s interactions with your customers and the fragile nature of the relationship. I began to recognize the creep of “Customer Experience Decline” (let’s call it CED) that can occur if you take your eyes off the ball, like this coffee chain has.
Back to the coffee house: we ordered two blended beverages and a water, three drinks total. Marlene’s drink and the water came up first, then several minutes went by. After waiting patiently, I decided to head back to the counter, where the staff found creative ways to ignore my presence with world-class ease. Drinks zipped through the blender and were handed off to the drive-through attendant.
I wondered when I would see mine. Perhaps the drink label they affixed to the cup didn’t print, so I bided my time and waited. Finally, my drink was delivered to the counter, where its maker hollered my name. Keep in mind, I was standing right in front of her.
Before she scampered away, I asked, “Could you help me to understand the reason my drink took five minutes longer than my wife’s?” The look on her face was priceless, as though I had asked a question worthy of a Mensa exam! Pausing a moment, she responded, “We are shorthanded,” an answer you hear far too often today. Still, I thought, why did I see eight other drinks processed before mine was delivered?
I pursued the first question again, with the same answer, this time delivered without a smile. Again, trying to understand, I asked the question a different way. Her next response absolutely floored me: she glared at me as though I’d fallen off a turnip truck, raised her hands to the side of her head, palms up and then just shrugged. Essentially, she communicated nonverbally, “I really don’t care! Here’s your drink, now go away!!”
For a coffee chain that had built its reputation of being a welcoming location, outstanding interactions with their guests and building a sense of community had fallen to a simple act of indifference to a loyal customer’s request.
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Handling Customer Challenges
How are challenges handled at your store? Does your staff have the same passion to care for your clients that you do? Have you kept an eye on things, one of the many things a parts professional is responsible for on a daily basis?
Are you aware that, according to a study commissioned by the White House Office of Consumer Affairs, 75% of customers leave a business due to apathy, also known as indifference?
The good news of that staggering figure is that if we can control our behavior and our team, we can eliminate 75% of the reason a customer would stop buying from us! All we need to do is to provide exceptional customer service and experience!
Let’s look at five simple ways you, your counter pros and anyone who interacts with a customer can meet and exceed your customers’ expectations.
Listen
You’d be surprised how often we miss the mark. The counter is busy, the phone is ringing, parts drivers need your signature, the computer is slow and the customer is standing in front of you. With all the distractions, how do you make sure things don’t fall through the cracks with the customer? Stay engaged, keep your eyes on them, focus and ask questions. Write or type the information down and, most importantly, review the requests with them before the leave the store.
Don’t rush! I am sure you and they alike would rather wait an extra minute or two so you can make sure all their requests are noted and handled, rather than them showing up to pick the car up and learning that your team missed the oil change or state inspection they needed!
Be Present
Being present is pretty simple – tune into the customer, whether you’re in-person or on the phone. It’s really off-putting when a person (often the advisor) disengages from a conversation to answer a question coming from the background, or worse, laughs at something that might be out earshot of your customer.
Ask Questions
This one is even easier. By listening (highlighted in the first bullet point), your team will be armed with the information needed to ask the right follow-up questions. Your customer, your techs and you, as the owner, are all relying on the advisor who is at the tip of the spear to get it right. When we listen, ask the right questions and write the answers down, everyone in the process can participate in ensuring the job is done completely and accurately every time.
Don’t Make Excuses!
Mistakes will happen. If it really is your fault, don’t try to hide behind an excuse or try to give a complicated reason for the issue. Just say, “We made a mistake and we’ll make it right.” Remember to choose your words wisely though, so as not to give away the farm. In most cases, the customer understands that everyone is human, and won’t put the screws to you.
Say I’m Sorry
Remember my coffee shop story? I was literally blown off and figuratively given the middle finger. The likelihood that I’ll grace that store’s doors again is slim at best.
To be honest, a simple apology for the wait would have sufficed and disarmed my frustration, along with letting me know how valuable my business is. A well placed “I’m sorry” goes a long way.
Conclusion
You have many roles as a counter professional, but it all starts with setting the tone as a leader, training your team on what you expect. Occasionally inspecting their work and consistent review of your store’s culture will go a long way toward ensuring your customers KNOW that YOU care about them, their cars and the experience they receive each time they head to your shop.
Don’t let something as controllable as indifference alienate loyal clientele.
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By Counterman
This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.
It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.
First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!
Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.
You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.
This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.
And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.
If you impress someone with remembering their name and what you did last to their car, you just built a skyscraper of rapport.
There are certain situations where you will always greet someone by Mr., Mrs. or Miss., and that is usually after you have seen them often enough to remember their name, but before you know them on a first-name basis. Many people will say, “Just call me [First Name],” letting you know it’s OK, but until then it’s a sign of respect to use a formal greeting. In some cases, you may always use the formal; it can vary from person to person.
When thinking about the greeting, keep in mind that many people are uncomfortable walking into an unknown situation. They are probably already stressed because their car is broken, and they know it’s going to cost them money. And they may have never been to your shop or been there too often. Your greeting puts them immediately at ease and indicates, especially if there are other people waiting (and this is very important), that you have acknowledged they are there. They’ll be comfortable knowing that you’ll get to them as soon as possible.
It’s going to happen, often enough, that you will either be on the phone, right in the middle of explaining something to a customer or have your back turned at the moment someone walks in. If you’re on the phone, it’s easy. Simply smile and wave. That’s all it takes. Don’t use a phone call as an excuse to ignore and not initiate a greeting. You’ll probably even have coworkers that do this, hoping they won’t have to wait on this person. Advice for you: don’t. It’s a sign of weakness.
Once you’re off the phone, be sure to make an audible greeting and let them know how long it will be until you are available to help. If you’re currently talking to a customer when someone walks in, you don’t have to stop abruptly or cut them off to make a greeting, but don’t take too long. Wait just until you finish a thought and squeeze in a quick audible greeting, such as, “I’ll be with you in just a couple minutes, sir.”
One of my favorite tricks as a service writer is to always be alert and pay attention to cars as they pull up. Try to jot down the license if possible. There’s a good possibility that you will recognize cars before you remember someone’s name. You may remember that the car was in and you may recognize the person, but that’s it. If you’re quick on the fingers, before they get in the door, you can do a license plate search and bring up their name and also see what was done last.
If you impress someone with remembering their name and what you did last to their car, you just built a skyscraper of rapport. They’ll never know you “cheated.”
Heres’ another trick, even if you only had time to jot down the license number and you greeted someone, “Welcome to Joe’s Autocare, I’ll be right with you,” this indicates to someone that you are finishing something up and will let them know when you are ready. Even if you buy yourself 10 seconds, you can look up the license plate, then you can say, “I can help you now Mr. Smith. We did brakes just last month, right?”
Perhaps the most critical is that you always smile and greet your customers, no matter what. I don’t care how bad a day you are having, or if you had a difficult situation with the last customer. It doesn’t matter. Let it go and concentrate on whomever just walked in the door.
Your greeting is your first impression. Just like a strong handshake, dressing nicely and being on time for a job interview, this is your chance. Don’t blow it. You are, for all practical purposes, walking into a job interview. You are looking for a job and your customer is doing the hiring.
Customer service. That’s how it’s done.
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