Digital Dealer - November 2017 - 44

By Ed Kovalchick
CEO and Founder,
Net Profit Inc.

// Fixed Operations

That'llBee $128
Forda Tech Ta
Lookatit - Ouchie
So just this week I'm
conducting a customer service manager
workshop for my goodsized Chevy client, and I
asked the mostly experienced group if they could
define "buyer's remorse." I
didn't get too many
responses which hit the
nail directly on the head;
but, one recently anointed
CSM, a quite young but
aggressive female
go-getter stated, "When
you get home, you hate
yourself." She understood,
and we all chuckled a bit
at the response.

44

NOVEMBER 2017

What's the job of a
professional customer
service manager / ASM
/ service writer / service
consultant or whatever
appellation the next inventive bozo dreams up?
I asked that question too,
and got some interesting
responses. Among the
mostly mundane definitions, this young lady
replied, "To take what the
customer says and interpret it for the technician."
Pretty astute I thought
since she had only been
on the job for some three
months.

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

What does the dealer-owner expect from
a professional CSM I
asked? I got the standard "make the customer
happy" song and dance;
however, to my surprise
the same gal says with
a big grin, "To ensure
the customer remains a
customer." Wow I thought,
she does get it, and all
were somewhat impressed.
I opened with this
dialogue which led to
multiple discussions
and applications. One in
particular centered around

the CSM / customer
interaction surrounding
the need for the diagnosis
of a concern. While some
vehicle-owner concerns
are obvious, some are
actually just the need for some additional customer
edumacation ("I ain't got
no AC - I know it's broke that there's warranty ain't
it ---uhhh, push this button
sir"). However, some are
factual concerns which
require a professional
technical analysis to decipher the actual root origin.
Those obviously require a
different verbal approach
when explaining such to a
concerned patron. Here's
the rub.
I was covering a
vintage racing series at
Watkins Glen a few weeks
ago for a racing magazine
I have been writing with
for many years. A longtime and very dear friend
of mine where I grew
up nearby (owns three
dealerships), was with
me when, at a vintage
sports car Concours, the
question came up of what
it takes to diagnose "them
new cars with all the
electrical stuff." My dealer
pal quickly explained to
this mature group of older
car owners that today the
tech just hooks up the
computer and it tells them
what to do. Hearing that
riposte caused a bit of
pee to run down my leg,
but I kept silent.
This perception of a
computer always and
easily exposing every


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Table of Contents for the Digital Edition of Digital Dealer - November 2017

Digital Dealer - November 2017
Contents
A Letter from the Show Director
Don’t Be a “Management Jerk” and Steps for Handling Them!
Attempting a No-Huddle Offense? How’s That Working for You?
Is a Financial Partnership in Your Future?
Fallacy
You Can't Take a Train 500 Miles on 400 Miles of Track
4 Tech Tools That Decrease Employee Turnover
Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Retail Warranty Reimbursement: Leveling the Playing Field
Cracking the Car Code on Selling to the #1 Buyer: Women
Professional Voice-Over Secrets!
CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
When It Comes to Social Media... Don't Step on a Rake
The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
The New Car Manager's Modern Guide to Merchandising
Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - Digital Dealer - November 2017
Digital Dealer - November 2017 - Cover2
Digital Dealer - November 2017 - Contents
Digital Dealer - November 2017 - A Letter from the Show Director
Digital Dealer - November 2017 - 3
Digital Dealer - November 2017 - Don’t Be a “Management Jerk” and Steps for Handling Them!
Digital Dealer - November 2017 - 5
Digital Dealer - November 2017 - Attempting a No-Huddle Offense? How’s That Working for You?
Digital Dealer - November 2017 - 7
Digital Dealer - November 2017 - 8
Digital Dealer - November 2017 - Is a Financial Partnership in Your Future?
Digital Dealer - November 2017 - 10
Digital Dealer - November 2017 - 11
Digital Dealer - November 2017 - 12
Digital Dealer - November 2017 - Fallacy
Digital Dealer - November 2017 - 14
Digital Dealer - November 2017 - 15
Digital Dealer - November 2017 - You Can't Take a Train 500 Miles on 400 Miles of Track
Digital Dealer - November 2017 - 17
Digital Dealer - November 2017 - 18
Digital Dealer - November 2017 - 19
Digital Dealer - November 2017 - 4 Tech Tools That Decrease Employee Turnover
Digital Dealer - November 2017 - 21
Digital Dealer - November 2017 - Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Digital Dealer - November 2017 - 23
Digital Dealer - November 2017 - 24
Digital Dealer - November 2017 - Retail Warranty Reimbursement: Leveling the Playing Field
Digital Dealer - November 2017 - Cracking the Car Code on Selling to the #1 Buyer: Women
Digital Dealer - November 2017 - 27
Digital Dealer - November 2017 - Professional Voice-Over Secrets!
Digital Dealer - November 2017 - 29
Digital Dealer - November 2017 - CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
Digital Dealer - November 2017 - 31
Digital Dealer - November 2017 - 32
Digital Dealer - November 2017 - 33
Digital Dealer - November 2017 - 34
Digital Dealer - November 2017 - 35
Digital Dealer - November 2017 - When It Comes to Social Media... Don't Step on a Rake
Digital Dealer - November 2017 - 37
Digital Dealer - November 2017 - The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
Digital Dealer - November 2017 - 39
Digital Dealer - November 2017 - The New Car Manager's Modern Guide to Merchandising
Digital Dealer - November 2017 - 41
Digital Dealer - November 2017 - Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
Digital Dealer - November 2017 - 43
Digital Dealer - November 2017 - That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Digital Dealer - November 2017 - 45
Digital Dealer - November 2017 - Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - 47
Digital Dealer - November 2017 - 48
Digital Dealer - November 2017 - Cover3
Digital Dealer - November 2017 - Cover4
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