Issue link: http://read.dmtmag.com/i/96778
Aftermarket 'New Reality' Means Achieving Your Potential Value those talented product support people of yours, and make sure your customers know what you've got. BY RON SLEE I have worked in this industry the company combined. High perforfor more than four decades now mance dealerships generate 50 and I love it every bit as much today percent of the total sales volume as when I first started. Can you from parts and service, and they believe that? absorb the expenses of the sales I have been blessed to be doing and administration departments something as my life's work that I and the interest expenses – notice I truly enjoy. I love the equipment, the excluded the rental group (the rental parts business, the service business, group did not exist when the absorpthe selling aspect of the channel and tion measure was created). The only the operational opportunities that caveat I will put on absorption is that we confront daily. I particularly enjoy there are expense standards for sales the hardworking, talented people and administration that must be met. with whom I have the chance to Product support is critical. work year in and year out. There is still one other looming And I can't believe the number of issue that I need to review at this challenges we have had to confront year-end: "The New Reality." I or the degree of difficulty represtarted talking and writing about sented by some of them. Nor can "The New Reality" in 2008. This I believe the changes in managewas my version of the PIMCO New ment methods and approaches; or Normal. I am not much interested technology, both in equipment and in sitting on my laurels and blaming systems, during those four decades. my woes on the market conditions There has been a lot to do for a within which I am working. The consultant/educator like me. market is what the market is and it One of the things I have always is our reaction to the market that is been passionate about is people, more important. I suppose you will particularly the talented people we call me an optimist, but I can't help have working in product support. but think that we can always do You know, I call them your heroes something a little bit better, we can for the work that they perform daily always retain one more customer, we to serve customers in their jobs. can always sell just a little bit more, Customer service is not a game for we can always learn something new. wimps. You have to know what We can make the market a little bit you are doing, you have to care for better by our actions and deeds. people – sometimes in extremely I want dealers to capture more of challenging moments – and you have the parts and service market. I want to bring your A game every hour of you to stop losing customers. I want every day. Consistency is the hallmark to develop more skills in all of the of customer service, and you have employees through ongoing training to be adaptable to change. This is a and learning. I want to address tough job even at the best of times. this "New Reality" head on and in Product support is the backa manner suited to the market. In bone of our industry. We have more product support we are dedicated to customer contact than the rest of reducing the owning and operating costs for our customers. That is our job, our mission. That means we cannot let the customers purchase parts and services that run contrary to that mission. Buying parts and services that have a lower price is not necessarily a good thing. Buying high value is always a good thing. We provide high value but in many cases we hide it. We need to stand up. We need to talk about value, we need to have standard pricing in the service group, we need to find every part every day in the parts group, and we need to do our job consistently and at the highest level of service possible. You see, that is the New Reality – reaching our potential. I use the following example in classes: When someone tells you that you have a lot of potential when you are 16 that is a good thing; but if they say that when you're 66, it ought to make you pause. I wish you all the Season's best. Good health for you and your family, success for you professionally and personally, and all the best for 2013. Let's make it the beginning of a new growth spurt. The time is now. RON SLEE (ron@rjslee.com) is the founder of R.J. Slee & Associates, Rancho Mirage, Calif., celebrating more than 30 years in business in the United States, a consulting firm that specializes in dealership operations. Ron also operates Quest Learning Centers, a company that provides training services specializing in product support, and Insight (M&R) Institute, a company that operates and facilitates "Dealer Twenty" Groups. Follow Ron on Twitter: @RonSlee; and read his blog at learningwithoutscars.com. December 2012 | Construction Equipment Distribution | www.cedmag.com | 65