Issue link: https://read.dmtmag.com/i/208245
m - f ps se rd ms, ant ple a n s, nd 31 SOLUTIONS www.PowersportsBusiness.com Powersports Business • November 4, 2013 • 31 RETAIL REMEDIES Proper training can make a valued customer experience One of my earliest employers would hold a now than in years past, it is still rare today. total-store staff meeting once a month. He It certainly helps to provide this training to would open each meeting by shouting: "Your all your staff. If everyone on your team had a first job in my store is …" and we basic knowledge of those first three steps — were to all shout back "Sales!" greeting, probing and satisfying the need This dealer principal under— your business would increase sales and stood that any one of us might customer satisfaction would improve to be approached by a customer, some degree. and that customer might repThat said, you really need to go a step resent a considerable amount further and recognize all the positions of business to his dealership. in your dealership that require people He wanted to be sure we all with an attitude and aptitude for sales knew how to properly greet a and customer service. Quite often we put customer, how to uncover the STEVE JONES people in these slots that are not capable customer's wants and needs of doing that job. It's like trying to use a and how to fulfill those wants and needs. This defensive lineman at quarterback. It generally might have been as simple as greeting them, doesn't work well — we set them up to fail. In finding out that they wanted the parts departsome cases, it could be at a significant cost to ment, leading them over to the department our business. and handing them off to the proper person. He So what are some of the customer-facing provided basic sales training for all his employ- positions in your dealership that require peoees, even down to the lot porters. ple with these skills besides unit salespeople? I've never forgotten that lesson. It was a very How about parts counter staff and clothing or unusual concept back then. Although we are accessories folks? Do you have sharp, welldoing more total-store sales training sessions trained salespeople in these positions, or have you settled for warm bodies that have basic knowledge of the products? We know that the P&A department is the largest contributor to gross profit in your dealership. In addition, this department ties up a significant amount of operating capital and even restricts your cash flow at times. Wouldn't it make sense to invest in the right people and provide them with good sales training? How about your service writers? This is a front-line sales position if there ever was one. Their job is to properly greet customers, establish a relationship with them and probe for their wants and needs. Then they have to do a walkaround inspection to determine all the services that should be performed and up-sell where it makes sense — and all in about 20 minutes (at the most)! They have unique characteristics because they have to be organized and be good salespeople at the same time. If you haven't noticed, good salespeople are not generally known for their excellent organizational skills. The ability of your service writers to do a thorough job at the time of the write-up has a significant impact on customer satisfaction ETHINGTON 30 CONTINUED FROM PAGE It's value for dollars. Fred Reichheld quotes Henry Ford, saying "Business must be run at a profit … else it will die. But when anyone tries to run a business solely for profit … then also the business must die, for it no longer has a reason for existence." Create value through your products and your services. That is your business purpose. and community involvement. Here, as with the stores mentioned above, we see value creation. And customers respond to value creation. P30x31-PSB14-Solutions.indd 31 Check out your store. Look at it with new eyes. Call a few customers you never see anymore. Ask them what you could do to get them back. Create value constantly, and enjoy your customers. They are like annuities, says Fred. They pay you every few months. That is, if you have done your job, and have created value for them. It's not postcards, emails or discounts. and repeat sales. If they fail to catch those additional repairs, the unit can be tied up on the bench while someone calls the customer for an authorization. This hurts service productivity. In addition, each one of those calls reduces customer satisfaction. Are you hiring the right people for these important sales and customer service positions? Have they been provided with the training to maximize their potential? In the end, it is good to provide everyone in your store with basic sales and customerservice training. However, it is better to invest the time and effort to put the right people in those customer-facing slots and provide them with thorough training. The result will be happier customers and a more profitable dealership. PSB Steve Jones is senior projects manager at Gart Sutton & Associates. He has worked in the powersports industry for more than 30 years, for dealerships and manufacturers, and as a consultant and trainer. Contact him at steve@gartsutton.com. And as people are drawn to you for that value, you will find longevity, satisfaction and profit. PSB Hal Ethington has been associated with the powersports industry for more than 40 years. Ethington is a senior analyst at ADP Lightspeed. Contact him at Hal.Ethington@adp.com. 10/30/13 12:54 PM