In this video, Brian and and our members discuss advanced phone voice skills. These are tips that your service advisors can use TODAY to sell more jobs! This is must watch content for auto repair shop owners, as well as their service writers! Watch the video, then read on for more.
Phone Voice Tips for Automotive Industry Professionals
First, Brian discusses moves on from previously discussing analogies that Service Advisors can use to close more sales. He shares a worksheet with lists of phone voices. These include Payoff Enhancements, which can help close more sales. Second, the worksheet lists Voice Enhancements to avoid. Finally, he points out a list of Payoff Gestures, which can help Service Writers on the phone or in person.
The Payoff Voice Enhancements, depending on the situation, can be invaluable tools. Imagine encountering a customer who is disappointed that their car broke down. They don’t know you personally and have never been in your shop. Because of that, they do not trust you. How would you cheer them up and put their mind at ease? Practicing a phone voice of empathy is key. Knowing the customer’s situation inside and out prepares you to know the right voice enhancement to use. This is especially important when making follow up phone calls where you must break unpleasant news to your customer about their vehicle.
Gathering as much knowledge as you can about a vehicle’s situation is crucial to building your confidence. Repair shop owners and Service Advisors may do this by personally inspecting the vehicle, speaking with your Technicians about the job. Sometimes, it’s a simple as Googling a particular issue or part. When you are fully prepared for your call, customers will recognize your confidence, and they will feel more at ease.
Are you selling all of the jobs you possibly can? Can your customers see the passion you have for servicing their vehicles? A Sense of Urgency (SOU) can really make the difference in creating lifetime customers.
Learning a Sense of Urgency for Customer Service
Whether you’re a Service Advisor working front of house, or a Mechanic working in the back, a sense of urgency is key.
Brian opens up this segment with an analogy about walking into a local restaurant. Their staff instantly bowls you over by bending over backward to serve you. The host or hostess greets you with a smile and quickly directs you to an open table. Your Waiter rushes to your seats to take your order. How do you think that affects your buying mood? Aren’t you more likely to start with an appetizer or order a dessert afterward?
It should come as no surprise to you that many auto repair clients become repeat customers because of how friendly a shop’s staff are. When front counter staff are quick to greet you politely and take a genuine interest in you and your vehicle, you are more likely to want to come back.
Brian provided evidence of this by using an example of one of his Service Advisors at the shop he once owned in Georgia. Since this employee demonstrated a sense of urgency, as well as an eager to please attitude, it made a huge impression on his clients. They even remembered him years later!
There’s no reason why this can’t work for your shop! When you encourage the traits of friendliness and speedy service in your Service Writers, Managers, and Technicians, everybody wins.
Learn more about customer service – get your FREE Strategy Session
How much can we influence buying mood when we increase customer comfort? From our members only Clear Counter Communications Series, here’s some great advice for your Service Writers on how to make customers feel at home. If you really want to make auto repair sales, then you need to put yourself in your customer’s shoes and do whatever it takes to make them feel comfortable in your shop.
Customer comfort factors: restaurant analogies
Brian opens up with an analogy about restaurant service. You made plans with a friend to meet for lunch at a local taco restaurant. You show up, walk inside, and you have to wait to be seated. The staff seems to be ignoring you! When the host finally shows up to seat you 2-3 minutes later, they don’t even apologize for making you wait! In this environment, how likely are you to spend extra money on cocktails or dessert after your meal?
Could you increase customer comfort in this situation?
In much the same way, you must make the effort to get acquainted with customers when they walk in the door. Engage with them by making small talk, or even complimenting them. Nobody likes having to spend extra money for repairs. Beginning the process with a friendly Service Advisor will make it less painful. You’ll be surprised when you start getting more “YES” answers, just from implementing this simple step.
Influencing Your Customers’ Buying Mood Through A Personal Connection
Many customers have made buying decisions before they’ve even walked in the door. Like it or not, factors outside your control may have influenced them negatively toward paying for necessary service. As a front counter worker, you will be the first person clients see when they walk in the door. Can you go above and beyond to break the ice?
Ready to take it to the next level? Get Your FREE Strategy Session!
Our own Brian Gillis recently returned to Remarkable Results Radio’s Town Hall Academy show. He took part part in an all star panel, discussing the topic “Stop Selling from Your Own Wallet”.
Initial Talking Points from “Stop Selling From Your Own Wallet”
It’s not a matter of how much disposable income someone has, so we can’t look at a customer and just start making decisions on pricing. When it comes to technician recommendation vs Invoice, ask the advisor why they didn’t recommend the repairs.
Don’t think for the customer, and don’t be a bleeding heart for them. Keep in mind that having sympathy for older customers can cost you! You can still show empathy, but don’t give away the shop’s money. You may think “wow, this is gonna cost a lot of money”. Push that thought to the side, or you will be limiting your potential.
That being said, apply “Wisdom Credits” for older customers. It’s good to quiz customers about their car’s sentimental value, but still be tough on coupons. When you review pricing, make sure that any senior or military discounts are pre-established in your books. Employ discounts across the board so you’re prepared for it.
Don’t Put Money Ahead Of Safety, But Do Understand Profit And Loss
People play the poverty story all the time. Don’t compromise the safety of their vehicle over money, though. If they are truly down on their luck financially, you can still prioritize the repairs in an effort to help the customer.
You can do that when you understand profit and loss in selling. When you know what your parts cost, and you understand your overhead costs, you are in the driver’s seat. Make sure you teach your service advisors these costs!
The goals for average work order can result in a loss of sales. Don’t just hit the goal, work beyond that! Also, if you’ve had a good morning, don’t get complacent in the afternoon.
Final Words on Not Selling From Your Own Wallet
Each guest offered their own parting words. Brian, ever the motivator, insisted we “Run out there and run this game!” Andy added that Brian working with his advisors on selling has been amazing. Keith stressed that it’s always about training and about getting better. You should always be ready to identify the next training needs.
Too many times we think about our own money tolerance instead selling for the customer needs. We think what others may believe is a lot of money, is. When you have inconsistent lines in the sand, you’ll limit both yourself and your potential. Don’t make the customer’s decision for them!
Learn More – Get Your FREE Strategy Session
Does your auto repair shop lack direction? Maybe your business plan has stalled out, and you need an experienced automotive industry coach to help you. Then why not schedule a FREE business strategy session with Brian? You’ve got nothing to lose, so sign up today!
Check out this clip from our General Manager Process online Zoom meeting. Members can watch the whole discussion in our You Net Results members library. In this video clip, our own Brian Gillis asked a roundtable of automotive repair Owners and GM’s to list ten things that every General Manager must do well. Once our discussion was done, we had compiled a comprehensive list of duties. When you read through them all and focus on each one today, then you will truly up your game!
Tasks 1-3 for Effective General Managers
After Brian set the table for our YNR members, he called on veteran shop owner Jerry Kaminski of AutoWise Car Care. Jerry suggested thatkeeping an eye on your numbers is an imperative move. Whether you review your financial records daily or monthly, taking a regular look is key.
Next, Andy Arndt stressed how important it is to delegate tasks you can’t make time for yourself to your staff. No matter how skilled you are, you can not do it all! You must trust your staff to take some of the workload off of your already full plate. Your time is valuable! If a general manager is stuck under a car, he or she can’t handle their administrative duties.
Task Three that a general manager must do well means both finding and maintaining the right staff. Jim invoked the acronym PAHR – Prepare, Attract, Hire, Retain, which is the method we teach for staffing. Without having the right crew on hand, none of these other tasks are possible.
GM Duties 4-6
Our friend Dana stressed that good communication skills are essential in any management situation. You must stay cool under pressure, and learn the right things to say to both your staff and concerned customers. Above all else, listen!
Edward Couture then weighed in with two more tasks that every GM must master. In order to improve workflow, you must learn to manage your time well. Edward credits his time management skills with many of his own business successes over the years.
Tasks 7-8 that a General Manager Must Do Well
General Managers must get buy-in from their staff
Edward continued by saying that all managers must learn to be diplomatic. When you are managing a team of skilled automotive technicians and service advisors, conflicts will inevitably arise.
You should not show any favoritism between your children. In much the same way, you must learn to step in and resolve the disagreements between your staff, whether they are personal ones or professional ones.
It is so easy for us to get caught up in the day to day tasks going on in an automotive repair shop. If you do not reserve a block of time to work on the nuts and bolts of your business, then it is not going to happen. Go in your office for an hour and shut the door. Don’t forget to also tell your crew that you are not to be bothered for that hour.
Finally, Andy Arndt mentioned that all General Managers must motivate their teams. Remind your staff members regularly that you are working toward a common goal. Share your vision when you hold your daily and weekly team meetings. When your technicians and service writers are in tune with that vision, then your shop will run like a well oiled machine!
General Manager Task List Review
To summarize this session, Brian then surveyed our group of experienced auto repair shop Owners and General Managers. They determined the following list of ten things that every GM must do in order to succeed:
First, Brian discusses moves on from previously discussing analogies that Service Advisors can use to close more sales. He shares a worksheet with lists of phone voices. These include Payoff Enhancements, which can help close more sales. Second, the worksheet lists Voice Enhancements to avoid. Finally, he points out a list of Payoff Gestures, which can help Service Writers on the phone or in person.
