Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Sat Nov 03, 2007 8:10 am Post subject: Top Quality Work, But Sales Are Slow
I have a friend that works as a consultant and shared this story with me. A large shop hired him, their description of the problem was, “Business has been slow, we’re seeing no growth in sales and profit is below expectations.” They had tried several promotions and increased the advertising budget but with no lasting result.
Interviewing the owner, my friend was assured the shop produced “top quality work. ”The problem is not with our work, it’s first rate.” “We only have .X percent comebacks on work, done in this shop,” the owner proudly stated. My friend asked, “Could you tell me exactly how you arrive at that figure? Sure, “We count the number of vehicles that come back and divide it by the total number of vehicles worked on?”
So what exactly constitutes a comeback? Whenever someone returns for something not repaired properly. How about if a client doesn’t come back because they don’t realize the problem was related to your work? Of course not, how could we count that. How about if a part fails but was installed properly? No, that’s not our fault, that doesn’t count.
Well, how about if they just go somewhere else and have the problem fixed rather than coming back? The owner was getting a bit annoyed, “Again, no, how could I know that?” How about something that breaks before the vehicle leaves the shop and is caught and repaired before the customer finds out? Of course not, that’s not a comeback.
“I don’t mean to be difficult,” my friend stated, “But how about an intermittent problem that seems resolved but occurs again after the client leaves?” An oil leak that was present before an oil change, but is only noticed by the client after they leave with the vehicle. How about problems that weren’t communicated by the client, because they just “thought you would know?”
My friend’s point is that each of these problems, no matter what they are called, has an impact on a business. The client’s perception of service may be very different from that of the shop. What the shop sees as clear justification, may be seen by the client as an excuse or worse, inexcusable. It’s said that perception is reality. Sometimes it is distasteful, but in business, financial success will always be determined by the client’s reality.
Joined: 15 May 2007 Posts: 146 Location: Garden City, KS
Posted: Thu Nov 08, 2007 12:48 pm Post subject:
Excellent points, Louis. That post cries to me, "How do we create a relationship, or cultivate a relationship, with current an potential clients that opens up dialogue about exactly those points?"
How do we acheive a better understanding of the customers issues with the vehicle? How do we establish and enviroment that if an issue arises that may constitute a "re-check" the client feels comfortable returning to us and allowing us that important second chance (hopefully we don't need very many second chances)?
Thanks. Later, Matt.
_________________ Matt Fanslow
ASE CMAT/L1
Crag-Technologies, Inc
www.wavehook.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Fri Nov 09, 2007 6:16 pm Post subject:
Hi Matt,
MattFMN wrote:
Excellent points, Louis. That post cries to me, "How do we create a relationship, or cultivate a relationship, with current an potential clients that opens up dialogue about exactly those points?"
How do we acheive a better understanding of the customers issues with the vehicle? How do we establish and enviroment that if an issue arises that may constitute a "re-check" the client feels comfortable returning to us and allowing us that important second chance (hopefully we don't need very many second chances)?
Thanks. Later, Matt.
These are great questions! They are also at the heart of what I feel a manager does. In my last post, I discuss moving from an active role of servicing vehicles to becoming a manager. To me there is no more important role than keeping an eye on the pulse of the client.
This is the main reason I enjoy my position as service writer so much. I think it is perhaps one of the most crucial in the company. As I continue to grow, I can see a time when I will no longer be able to serve in this position. This will require a rework of systems to keep me in touch with the client. Making it very easy for people to complain.
My website and weekly radio show have also proven invaluable in learning about clients. I highly encourage people that have problems with any shop to contact me through my site. This has become very popular and I receive several dozen emails a week. Hearing the client’s version of the problem lets me see the type things that people find to be a concern. The radio program does very much the same.
Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Fri Nov 09, 2007 10:17 pm Post subject:
louis wrote:
My website and weekly radio show have also proven invaluable in learning about clients. I highly encourage people that have problems with any shop to contact me through my site. This has become very popular and I receive several dozen emails a week. Hearing the client’s version of the problem lets me see the type things that people find to be a concern. The radio program does very much the same.
Do you mind sharing some of the things that people find to be a concern? I suspect that a majority of the concerns would be the same no matter where a person lives.
Thanks,
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Sun Nov 11, 2007 6:07 pm Post subject:
Dave wrote:
louis wrote:
My website and weekly radio show have also proven invaluable in learning about clients. I highly encourage people that have problems with any shop to contact me through my site. This has become very popular and I receive several dozen emails a week. Hearing the client’s version of the problem lets me see the type things that people find to be a concern. The radio program does very much the same.
Do you mind sharing some of the things that people find to be a concern? I suspect that a majority of the concerns would be the same no matter where a person lives.
Thanks,
Hi Dave,
I don't mind at all. The number one concern, and by a wide margin, is people do not feel they can trust most shops. They feel they are taken advantage of and sold things they did not need. The three things they cite most often are:
The job cost more than was quoted
The problem was not resolved on the first visit
The vehicle was not ready when promised
These have remained the same for about the last 15 years
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