Breaking 100k

Service Selling And Customer Convenience

by Paul Stewart

Customers demand quick, convenient, problem-free service. If they don't receive it, they don't complain; they just don't come back. Understanding how to implement a system that provides convenient service is a key to future success.

As Americans, we are conditioned to expect everything fast. We value our time, which has created the desire for good microwave dinners, one-day dry cleaning, quick-stop convenience stores, fast food and gasoline payment at the pump.

Outstanding customer service will be raved about; all other service is considered average. This article will help establish guidelines to implement convenient customer service as it applies to the "selling" process.

Five Rules Of Successful Selling
The fundamental rule of selling is that people do not buy products, they buy benefits and relationships. People want to do business with people they trust. Your attitude of caring, knowledge and an understanding of their true needs are your strongest selling tools. You must create the feeling that doing business with you is convenient.

Step 1 --- The Attention Step


The customer makes lasting judgments about the business and you in the first 90 seconds. He or she will analyze your service center appearance, the customer entrance area, how you greet them and how you are currently handling customers.

It is important during the first 20 seconds of the customer's entrance that you immediately acknowledge him or her.

Not acknowledging a customer in the first 30 seconds creates an instant wall that makes the selling process much harder.

The keys to a successful attention step are:

Step 2 --- The Desire Step


When you first greet the customer, the selling process begins. You should immediately begin communication with your customer and set the stage that you are a trusted friend and advisor. Your goal should be to establish a relationship with the customer.

During this step, gathering information is crucial. Establishing the customer's true needs and communicating them back to the customer means you were listening and you care.

Step 3 --- The Presentation Step


During the presentation step, you should be selling each of the buying decisions. Your customer relationships are your No. 1 asset. Keep in mind, customers want to feel special. It's up to you to create this feeling by providing convenient, outstanding service.

The potential customer makes buying decisions about each of the following:

The time spent with a repeat customer is much different than the new customer. The repeat customer usually skips several of the buying decisions, but wants to feel special.

Step 4 --- The Close


Ask for the order and then, after building trust and creating a potential business relationship, ask to perform the services they need. Explain to the customer what he or she can expect, provide an accurate estimate and get the proper information.

After asking to perform the services needed, wait and listen to the response. Expect a negative response and begin the selling process again. Trial closing should be done during all the selling steps. You can ask to complete the order five times without offending the customer.

A close is a natural following of creating and then satisfying needs. It provides the customer with the good feeling about doing business with you.

Step 5 --- Cement The Sale


One of the most common problems arises when finalizing an invoice. When the customer arrives to pick up their vehicle, the repair or service is quickly explained and then the customer is asked to pay for the balance due. All of the caring is quickly lost.

Your attitude of worth comes through to the customer. Explain the service performed to each individual customer to the degree they choose. Build a relationship with the customer and create the desire to continue to perform the services you provide.

Cement the sale by thanking the customer for their business and assure them you will always be there to help them. Follow-up with a thank you letter and phone call.

Marketing And Advertising
In business, 50 percent of all first-time customers never come back. This number has held true throughout the United States, including the best repair centers in the industry. You must remember, no one is happy about spending money on repairs.

Repairing a broken or damaged vehicle is the hardest customer satisfaction job in the world. If each step of the selling process is not followed, no matter how well the repairs were performed, the customer may still not be totally comfortable with the relationship you have tried to establish.

Constant marketing to customers is a necessity, not an option. Repeat customers account for most of our customer referrals. It is these customers that maintain their vehicles and refer others to your business.

Customer Loyalty
The best way to ensure long-term customer loyalty is to stay in constant contact. The average service facility sees customers when the vehicles are broken or damaged. Considering that the average repair invoice is more than $350, the customer's perception of the visit is costly.

If you blend convenient maintenance with repair, you start to change this perception. People appreciate it when you track their services due -- it shows you care. It creates a good feeling for the customer when their vehicle is well cared for.

Become A Convenience Center
Because of the changing attitudes of Americans today, including the overall lack of loyalty, you are much better off catering to fewer customers at a higher gross profit. This will allow you to provide outstanding service with fewer problems and more time off. We don't need, nor do we have time, to service all customers, but we do need to provide extra attention to our best customers.

You can increase your prices 10 percent for all services and afford to lose 33 percent of your volume and realize the same net profit. To your surprise, few customers will notice. You'll find you're worth more than you're selling.

Some Ways To Create Convenience Are:

If you provide outstanding service, you will not be able to service and maintain every vehicle whose owner wants to do business with you. Choose relationships with customers and then cater to their needs. This provides greater profits for your business, more time off and greater happiness for everyone.

Technical Service and Paul Stewart provide a series of management courses taught at the Dallas/ Fort Worth training facility. Contact them at (800) 688-6865 for more information.

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AutoInc. Magazine ®, Vol. XLIV No. 12, December 1996