And here we are again. With all the Google changes, small businesses are scrambling to avoid being relegated to the Internet’s junk bin. Let’s stay on top of it. Whether it’s Google Search, social media or what to do with Google+, you’ll find answers to the most challenging questions, in both a “Go Deep” and “Quick Bites” format.
The holiday season is right around the corner, so do what your competition will never think to do. Identify the top 3 percent of your active customers, as well as the individuals who have referred the most people to you over the past year. Then set aside time to call them during the middle of December.
There was a time in our industry when shop owners were the only ones who knew the cost of their parts. Additionally, the amount they charged for their repairs and services was typically not public knowledge. If customers wanted to know how much it would cost to perform a specific repair, they had limited options; they would have to either call for an estimate, or visit a repair facility.
“Am I supposed to just keep working until I drop dead?” is a question many Baby Boomer generation business owners may ask themselves sooner or later. Jim Hermansader, a veteran of the automotive service industry who had spent 43 years, since he was 18 years old and fresh out of high school, in a family-owned business, had to ask the question out loud when he received some pushback from those who challenged his decision that it was time for his business to change hands.
The effects of the recent Great Recession have left many people with a sense of uncertainty over the economy. Perceived consumer attitude is pressuring some companies into lowering prices or offering discounts in order to attract new consumers or to maintain their customer base. I would urge all businesses to seriously consider and examine the effects of price reductions and discounting.
Beginning with this issue, we will answer shop owners’ questions about the most dynamic and increasingly important marketing channel, the Web. Whether it’s Google search, social media or what to do with Google+, you’ll find answers to the most challenging questions, in both a “Go Deep” and “Quick Bites” format. Questions submitted by shop owners will be answered by Uwe Kleinschmidt, CEO of AutoVitals, a leading supplier of web-based marketing and service advisor productivity tools.
When it comes to customer follow-up calls, let’s first talk about “who” you should call. You should call all first time customers (even if they just came in for an oil service) to thank them for choosing your facility. Secondly, you should call all “repair” customers to confirm that the repair, and the quality of your service, met with their expectations.
At Elite, we realize that the very first thing a service advisor needs to do with first-time customers is build rapport. Making good eye contact, smiling and shaking the customer’s hand are all part of that process, so when a customer comes in to your facility, the last thing in the world you need is a barrier between your advisor and the customer. Ironically, that’s exactly what most service counters are, and most shops have them for two reasons: it’s the way it has always been done, and it provides a workspace for the advisor.
How to break down the myths of customer service, get into customers’ heads, and figure out the best way to serve them and turn a problem customer into a customer for life.
