Fixed Ops Magazine - 2023 Vol20 01 - 46

DOES A CUSTOMER'S DECLINE
EQUAL REJECTION
Customers decline repair recommendations for a variety
of reasons, but not every decline is an absolute
rejection. Since we don't really know why they didn't
buy, including those declined services on the invoice
affords you one last chance to " soft sell " the benefits,
rebates, discounts, etc. that they are sacrificing. Just
asking for these sales routinely produces a 20-30% recapture
rate.
OTHER CUSTOMER FRUSTRATIONS
evant scheduled maintenance discussions. If vehicles
were dropped off overnight or towed to you, make the
quick calls confirming that you have their vehicles and
are reviewing their repair request(s) for accuracy. Then
proceed with walk-around results, the maintenance
needs analysis, and a verbal MPI introduction since
these can ring the register.
THE REPAIR
Sometimes it's inconvenient or impossible to discuss
additional needed maintenance during the write up,
but all is not lost. Technician credibility is a powerful
closing tool and adding relevant maintenance needs
to repair recommendations leverages this implicit trust
to capture additional sales. Even if no repair recommendations
are made, positioning maintenance needs
as " tech recommendations " will yield results.
THE VEHICLE REDELIVERY
Did you know that regular service customers are more
likely to purchase their next vehicle from their servicing
dealer and that a 5% increase in service retention
yields a 25% increase in operating profit? The final vehicle
delivery is a great place to create loyal service
customers who return to do business with you.
Finally, customers routinely express frustration about
not understanding what their future maintenance
needs are, so SCHEDULE THEIR NEXT APPOINTMENT
FOR THEM. They will appreciate you lifting the burden
of making their scheduled maintenance appointment
from them. It also gives you the opportunity to pre-sell
higher mileage service packages, saving the need for
an on the spot upsell.
CONCLUSION
In the final analysis, the best retention tool is treating
customers with respect and as friends. Including
a bit of psychology in your business plan can mitigate
capacity imbalances and boost your sales, customer
engagement, repeat business, and highly valued technician
retention.
Rob Kealey is a 40-year
Fixed Operations veteran
and the founder and
President of Sigma Marketing,
which specializes
in boosting sales and
profit by reducing variations
in
Automotive
Fixed Operations transactions.
Sigma Marketing
trains on concepts that bring improved yield per
transaction, improved retention, improved traffic, improved
CSI, improved employee morale and improved
image. Reach Rob at: 609-703-8412
rob.sigma.performance@gmail.com
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Fixed Ops Magazine - 2023 Vol20 01

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