Digital Dealer - August 2018 - 32

S A L E S / VA RIABL E OPS: F ixe d Op e r a ti ons

By Katia Tikhonravova
Owner, Corporation Clinic

2 Messages From
Dissatisfied
Customers
We Don't See Things
as They Are, We See
Them as We Are
The Fixed Operations
department is the heart
and soul of the dealership.
Service advisors have the
most frequent face-to-face
interaction with their
customers in comparison to
other departments. Relationships are developed and
improved or ruined at the
service drive.
Understanding and applying sales and service processes at the dealership is

32

AUGUST 2018

a fundamental requirement
that every service advisor
needs to utilize with their
customers. Doing what is
familiar and following a sales
and service process helps
the service department stay
organized. It helps to put order to what sometimes feels

like a mess of an automotive
business. Most importantly,
order helps customers view
a dealership as reputable
and trustworthy.
The majority of the time,
when we think about service
training, we think about a
new hire training for the ser-

WHEN CUSTOMERS
EXPRESSES THEIR ANGER
AT YOU, AS A SERVICE
ADVISOR, IT DOES NOT
MEAN THEY ARE MAD AT
YOU PERSONALLY..."

D I G I TA L D E A L E R . C O M

vice writers, which focuses
on defining the sale and
service process. This knowledge is as fundamental as
learning the ABCs. You must
know the basics. Yet, to be
ahead of your competitors
it is not enough. To stand
out, you must know how to
successfully navigate and
manage relationships with
customers so you can develop a consistent, positive,
and productive customer
base.
Dealing with people goes
beyond knowing steps of
introducing sales or service,
what information to put on
the computer, and offering
coffee in the waiting room.
People are not mechanical
devices. Our experiences
and emotions affect how we
view and remember different
situations in our lives. This is
why different family members could describe a family event as totally different
experiences. Two siblings
could describe their grandfather like a different person,
and two ex-girlfriends could
give different descriptions
about their ex-lover. People
cannot give dry facts, like
a computer, because their
experiences affect their perception of those facts.
In other words, people do
not see the world objectively.
Instead, people build a model of the world and impose
that model on the world as
they see it. Simply, "We don't
see things as they are; we
see them as we are" (there
is a debate about who originally made this statement).
A customer who walks into
the dealership angry and
looks for a person to express


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - August 2018

Digital Dealer - August 2018
Contents
Message from the Show Director
How to Spot Potential Leaders in Your Organization
Bridge the Gap Between Where You Are and Where You Want to Be
Are You Organized for Success?
BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Accountability: The Centerpiece of Success in Fixed Ops
14 Ways to Recruit Technicians
Disciplined Innovation
What the Companies With the Worst Reputations All Have in Common
The CRM of Tomorrow, Today
Interview With Phil Mitchell of Sunset Auto Family
2 Messages From Dissatisfied Customers
Why Reviews from the Decision-Maker Matter
The 3 Essential Traits of High-Profit F&I Managers
Price Is the Easiest Part of My Job
Phone Power!
8 Tactics to Help You Stand out on Social Media
5 Signs It’s Time to Part Ways With Your Conversion Tools
Direct Response: Now More Than Ever
Digital Dealer - August 2018 - Digital Dealer - August 2018
Digital Dealer - August 2018 - Cover2
Digital Dealer - August 2018 - 1
Digital Dealer - August 2018 - Contents
Digital Dealer - August 2018 - 3
Digital Dealer - August 2018 - Message from the Show Director
Digital Dealer - August 2018 - 5
Digital Dealer - August 2018 - How to Spot Potential Leaders in Your Organization
Digital Dealer - August 2018 - 7
Digital Dealer - August 2018 - Bridge the Gap Between Where You Are and Where You Want to Be
Digital Dealer - August 2018 - 9
Digital Dealer - August 2018 - 10
Digital Dealer - August 2018 - 11
Digital Dealer - August 2018 - Are You Organized for Success?
Digital Dealer - August 2018 - 13
Digital Dealer - August 2018 - BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Digital Dealer - August 2018 - 15
Digital Dealer - August 2018 - Accountability: The Centerpiece of Success in Fixed Ops
Digital Dealer - August 2018 - 17
Digital Dealer - August 2018 - 14 Ways to Recruit Technicians
Digital Dealer - August 2018 - 19
Digital Dealer - August 2018 - Disciplined Innovation
Digital Dealer - August 2018 - 21
Digital Dealer - August 2018 - What the Companies With the Worst Reputations All Have in Common
Digital Dealer - August 2018 - 23
Digital Dealer - August 2018 - The CRM of Tomorrow, Today
Digital Dealer - August 2018 - 25
Digital Dealer - August 2018 - Interview With Phil Mitchell of Sunset Auto Family
Digital Dealer - August 2018 - 27
Digital Dealer - August 2018 - 28
Digital Dealer - August 2018 - 29
Digital Dealer - August 2018 - 30
Digital Dealer - August 2018 - 31
Digital Dealer - August 2018 - 2 Messages From Dissatisfied Customers
Digital Dealer - August 2018 - 33
Digital Dealer - August 2018 - Why Reviews from the Decision-Maker Matter
Digital Dealer - August 2018 - 35
Digital Dealer - August 2018 - The 3 Essential Traits of High-Profit F&I Managers
Digital Dealer - August 2018 - 37
Digital Dealer - August 2018 - Price Is the Easiest Part of My Job
Digital Dealer - August 2018 - 39
Digital Dealer - August 2018 - Phone Power!
Digital Dealer - August 2018 - 41
Digital Dealer - August 2018 - 8 Tactics to Help You Stand out on Social Media
Digital Dealer - August 2018 - 43
Digital Dealer - August 2018 - 5 Signs It’s Time to Part Ways With Your Conversion Tools
Digital Dealer - August 2018 - 45
Digital Dealer - August 2018 - Direct Response: Now More Than Ever
Digital Dealer - August 2018 - 47
Digital Dealer - August 2018 - 48
Digital Dealer - August 2018 - Cover3
Digital Dealer - August 2018 - Cover4
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