Modern Car Care 01/2003: Sales Training Yields Loyalty, Profits

Sales Training Yields Loyalty, Profits

Most detail shop owners will agree that it's critical to make a good first impression on a customer. A firm handshake, warm smile, professional appearance, caring attitude and a ready ear all play a huge role in building a customer's perception of a detail shop. For the average shop owner, it's an exchange that's played out several times a day.

Every year, thousands of customers visit detail shops with vehicles they have paid anywhere from $10,000 to $40,000 or more for. Did you know that if a customer has a problem with your shop he tells 16 other people about it? On the other hand, a customer who has had the job done to his satisfaction will tell eight people about his positive experience. Remember, this happens with every customer for whom you do work, and even some you simply talk with.

Obviously, first impressions have a huge impact on your shop's reputation and profitability. Research indicates that a well-trained shop owner can increase business by 30 percent or more if he knows how to talk with and read the customers, gaining their confidence and respect.

In most cases, customers deal with the shop owner. But, too often, even though the owner is a good detailer, he may not have the sales skills or training to sell the services properly. Yet this same person produces more revenue than anyone else in the shop. Think of what he could do if he had the proper sales training.

Without question, proper sales training can have a major impact on your shop's profits and customer retention. Some shops have increased net profits by 27 to 47 percent when owners went through sales training. The upward trend starts when the shop owner takes the time to improve his sales abilities.

Follow these 10 steps

1. Greet customers immediately in a friendly manner.

2. Describe the customer's vehicle needs accurately and clearly.

3. Point out additional services the customer's vehicle needs. This is a way to make a detail shop more profitable and allow it to provide more service to the customer. Customers appreciate being exposed to services they did not realize their vehicle needed or that you could repair.

4.Provide exact costs and completion time at the initial write-up. Customers don't like surprises.

5. If you have redos, make a special attempt to expedite them. View a redo as a second opportunity to make a good impression.

6.Avoid making promises that can't be kept. Follow through to see that promises are kept.

7. Assist customers in picking up vehicles and review the work performed.

8. Handle phone inquiries quickly, courteously and expeditiously.

9. Provide a follow-up card or checklist that indicates work that may be needed on the vehicle in the future, or mail one to the customer within two days.

10.Notify customers when it is time to have the car detailed again.

Show you care

The top priority for shop owners is to have a caring attitude toward the customer. The number-one reason customers leave a business is apathy. When there's an apathetic approach in the initial sales presentation, customers get the impression you don't care. Even if a shop owner is polite, professional and courteous, he can still convey an uncaring or apathetic attitude.

Shop owners also need to focus on developing "best customer" type relationships. This is closely linked to demonstrating you have a caring attitude. These relationships, unfortunately, simply happen by chance. Most shop owners don't even know what they do that makes these relationships work. Customers come back to you again and again because you've earned their trust. Detailers need to know how to develop trust relationships with customers.

Where to get training

Unfortunately for the detailing industry, there aren't many sales training courses available for shop owners. So detailers need to find generic training books, videos, cassettes and take courses at the local community college. Suppliers may also have suggestions for you.

However you do it, you need to improve your sales skills to increase customer loyalty and profits.

Ann Kaiel is the aftermarket sales manager for Detail Plus Car Appearance Systems in Portland, Ore. She can be e-mailed at ann@detailplus.com.