subject: How To Deliver That Wow Experience To Your Auto Repair Customers! [print this page] Provide a WOW experience for your customers by creating an inviting environment and excellent customer service. Look the part and know what to say!
People want wow when theyre shopping around for auto repair services. Businesses that can provide those wow experiences are businesses that get repeat customers and word-of-mouth referrals because they stand out. Here are some ways to deliver wow.
Look the Part
Look at the fine details in your processes and your environment as opportunities. For example, look at the shop itself. The atmosphere in your shop should be inviting. Try to adopt a first date mentality here because even if you offer excellent value, such as better warranties, free car washes, and loaner cars, if you look shabby and smell bad, its hard to sell anything.
You dont want to look and smell like a salon, so dont go overboard with this with candles and crafts, but always have fresh coffee and pastries available (smell good) and replace rickety furniture and fixtures with more contemporary styles (look good). The customers who care most will be impressed and those that dont pay much attention to details will still enjoy your sharp image.
Know What to Say
Second, make sure your personnel connect with customers at every point of contact. One way to do this is to write specific scripts for telephone conversations, scheduling, billing conversations, and really any time your shop interacts with customers, says Gerry Frank and Keith McCrone, co-owners of Automotive Profit Pro. Then require that employees use them. Frank and McCrone offer pre-written scripts as part of their service in helping auto repair shops become and stay profitable and successful.
They explain that without scripts, customer interaction will depend on the employee who first picks up the phone or greets the customer at the door. Some people are confident and caring on the phone but nervous face-to-face. Try to avoid leaving customer service up to chance. At the very least, require scripts for phone calls or first-time customers. Be sure to write your scripts with positive messages and then show your employees how the scripts will make customer interactions easier. People dont enjoy feeling like robots, so make sure your employees understand why youre using them.
A few tips for your scripts:
Always answer the phone using the name of the shop and the name of the employee. Theres nothing worse than having no idea who or what is on the other end of the line.
Speak slowly and clearly.
Use the customers name frequently. People love to hear their own name. Ask for it at the beginning of the conversation and wear it out.
Include any specials or selling points, especially during a greeting.
Ask for employee feedback. If your script sounds canned, your employees wont use it.
by: Beth James
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