When you’re busy, it’s easy to forget that communication is the oil that keeps the engine of your business running.
When’s the last time you listened to how your employees communicate with customers and just as importantly, with each other?
“Most shops don’t communicate enough or thoroughly enough,” says Dennis McCarron, MTD’s monthly Business Insight columnist and partner at Cardinal Brokers, a leading tire and automotive industry broker.
With more than 30 years of retail tire management experience, McCarron has seen just about every communication mistake a tire dealership can make.
The good news is that most misunderstandings, bloopers and blunders can be prevented by following a well-defined process. And it starts with that first interaction between the customer and your service advisor, according to McCarron.
By the way, don’t call them “service writers,” he says. “The term ‘advisor’ is indicative of a more important role. We don’t sell in this industry. We recommend things that a customer may not know they need and help them make the best decision.”
Here’s an abridged version of a proven process that McCarron has shared with his clients:
- Step 1: Service advisor interviews the customer to obtain all appropriate details regarding any request, complaint or problem, and then collects the vehicle’s key;
- Step 2: Service advisor documents everything that was discussed and communicates to the technician, who inspects the vehicle;
- Step 3: After vehicle inspection, service advisor discusses and verifies with the technician, at the vehicle, all ticket add-ons and the condition of the parts being recommended for replacement; Step 4: Service advisor builds a list of recommended repairs and maintenance for the vehicle while technician performs originally requested work;
- Step 5: Service advisor makes recommendation to the customer, obtains consent and technician performs all approved work;
- Step 6: After the technician returns the car’s keys, work order and original parts, if requested, service advisor completes the ticket so it’s ready to invoice and tells the customer that the vehicle is ready;
- Step 7: Service advisor reviews ticket with the customer, accepts payment and thanks customer for their business.
When talking with customers, service advisors shouldn’t skip steps for the sake of speed. “The service advisor (needs to) extract as much info as possible from the consumer” — not just collecting, but also correcting, if necessary.
“You’re having a conversation with someone who typically doesn’t know a lot about his car,” says McCarron. “Sometimes, as the expert, you have to challenge what they say. It goes beyond yes and no questions.”
Communication becomes even more important when interacting with technicians.
“If it’s a simple job, (the service advisor) can probably just hang it on a wall and verbally notify the technician. But for anything more complex — from a brake job on up — it’s really important to have a conversation with the technician and review the ticket.”
That conversation doesn’t have to be long. But it needs to take place.
“The worst thing a service advisor can do is write down a customer complaint, put it on a ticket and give it to a technician. That technician is going to waste 45 minutes just trying to figure out where to start.”
After the job has been completed, service advisors should ask technicians to walk them through everything that was done to the vehicle. “If you want the best chance of success, you need to go to the technician and the car and review the whole thing.”
If something went awry, “the ticket must move backwards” from the service bay to the front counter. At that point, it’s the service advisor’s job to play detective.
“You cannot allow inferiority to move through your shop.”
When it comes to communicating with customers and employees, “it all boils down to discipline. You cannot wing it.”
Is the communication within your dealership lacking? Take the time to fine-tune it, says McCarron. It’s an investment that’s worth making.
