Can You Be too Nice? - Transmission Digest

Can You Be too Nice?

Customer service means taking care of the customer all the way through the selling process, then verifying that it all went well and that they received the value they expected for their money. Afterward it means being available and willing to jump right in and help if a problem should develop.

Can You Be too Nice?

It’s Your Business

Subject: Establishing and maintaining customer trust
Essential Reading: Shop Owner, Center Manager
Author: Terry Greenhut, Transmission Digest Business Editor

It’s Your Business

  • Subject: Establishing and maintaining customer trust
  • Essential Reading: Shop Owner, Center Manager
  • Author: Terry Greenhut, Transmission Digest Business Editor

I walked up to a deli counter in the food court at LaGuardia Airport the other day to get some breakfast while waiting for my flight. The guy behind the counter had this huge smile on his face and bellowed out a big “Good Morning.” Then he went right into a pitch about all their wonderful homemade omelets.

He was being super friendly, in fact, until I told him that all I wanted was a toasted bagel with some cream cheese and a coffee. You’d think I had stabbed him in the heart. All of a sudden it was, “OK, pay over there and step back from the counter,” in a tone that made you want to punch him square in the nose.

I got my bagel, fixed my coffee the way I wanted it and took a seat where I could watch the action at the counter. I wanted to see whether it was just me or he was that way with everyone. It didn’t take long. The next customer got smiled at and greeted with a big hello until she placed her order. Then Dr. Jekyll immediately turned into Mr. Hyde, telling her to pay and back away from the counter. When she didn’t right away he said: “C’mon lady, would ya move? Can’t you see I’m trying to run a business here?”

You might think that type of behavior is typical of New York, but it isn’t. It’s typical of people anywhere who have little or no respect for their customers. They are as phony as can be until they get what they want; then they change into some kind of unrecognizable monsters.

Customer service means taking care of the customer all the way through the selling process, then verifying that it all went well and that they received the value they expected for their money. Afterward it means being available and willing to jump right in and help if a problem should develop.

The essence of customer service is believability. When you come on too strong like our friend at the deli counter, the first thought most people have is that this guy can’t be real. Then he goes on to prove that he isn’t.

If you’re going to profit from the resurgence of the auto-repair industry, you’re going to have to be the genuine article. Now more than ever, you will want to build a base of happy and loyal customers. No matter how long you have been in the business and how long you may have undervalued the importance of the repeating customer, you now have a chance to redeem yourself.

In addition to the customers you already have who might have stayed with you despite any lack of attention you may have paid them, you will have a whole new crop of customers with whom to work. They are the otherwise new-car buyers who have realized that they either can’t or don’t want to buy a new car.

You will need to establish an immediate level of trust with new customers and then maintain it by following through and being there for them whenever they need you. You may have to be willing to do more than you ever have in the name of relationship building, like making yourself available by cell phone after business hours to handle emergencies.

Two of the most-successful shop owners I know will take calls at almost any hour to let customers feel they are being well cared for. Even if all they can do is to set up an appointment or offer a tow, they are at least doing something to help customers with their after-hours problems.

I was driving back to my hotel with one of them last week after a business dinner when his cell phone rang about 9 p.m. It was a customer on whose 4X4 they had just finished replacing a power-steering hose. It was leaking, as it later turned out, from an O-ring that wasn’t properly seated. The shop owner offered to tow the car in immediately. The customer declined, saying it wasn’t leaking very much, just a few drops. He was then instructed to bring it in at 7 the next morning so they could put someone on it right away and get him out. The customer was so impressed he said, “While you have it there why don’t you go ahead and fix all the items you found and put on the service-recommendation list.” After the call I asked what those items amounted to. He said with a little smile on his face, “about $3,000.”

Many of us have endeavored to keep our business and personal lives separate, but can we still afford that luxury? With today’s economy and competition the first one there with best service wins. Whenever customers choose to call, someone needs to respond almost immediately or they go somewhere else. Even so-called loyal customers will do that if they don’t think you are making the appropriate effort to take care of them.

Our present economic climate has been a boon to the auto-repair industry. If it hasn’t quite come to fruition in your immediate area it should soon. It’s happening everywhere. Not only are customers having their current problems cared for, but they also are opting for the additional repairs and services that thorough service advisers recommend to make their vehicles run better and last longer.

The key is in the way the services are recommended. The pushy, glad-handing salesperson type doesn’t do really well selling add-ons, because customers don’t easily trust them. Sincere advisers who are fairly low-key but show a great deal of concern for the customers’ well-being do much better at it.

The importance of a complete bumper-to-bumper inspection of each customer’s vehicle along with the presentation of all necessary repairs and a plan for future services cannot be overemphasized. Properly presented, it will not only maximize the present sale but also set up for future appointments to create a nice, steady business environment. So a big part of our newfound prosperity will lie in taking over the total car-care responsibility from the customer.

Our ultimate goal should be to have the customer think only of us for every car-care requirement other than gasoline. Even if they need a windshield or body work that we don’t do, they should come or call for our guidance. We would then take in and farm out as many of those non-related services as possible to keep customers dealing with only us. We never want them going to another shop for anything. What if they were to like those people better than they do us? We could lose them forever.

Being likable is critical; liking leads to trusting. Most people appreciate neutrality in others. They don’t want them to come on too strong, but not weak either. They want to be led in a positive direction, not threatened with the consequences of not having a certain repair performed, but they also don’t want to be allowed to just wander into their own decisions. Providing guidance with a presence that’s just strong enough is what it takes.

When you first meet a new customer, if it is a male immediately offer to shake hands. For a female, watch to see whether she puts her hand out first. If she does, shake it; if not, don’t force the issue. There are still a lot of women who don’t want to shake hands. When you shake, use a firm grip but do not squeeze. If you do they will believe you are trying to overpower them. If your grip is too weak or feels like a wet noodle they will think you have no strength or leadership abilities and are not trustworthy.

Speak in a normal tone. Don’t come on bigger than life. All that does is put people on the defensive. Don’t speak too softly, either. An old trick some salespeople like to use is to speak almost in a whisper. It makes the customer come closer and concentrate more on what they are saying. It also annoys people to no end, especially those of us who have worked in an automotive shop for too many years and now don’t hear very well.

Don’t talk down to customers or use words they can’t understand, trying to show how smart you are. It will backfire and make you look stupid as they walk out the door to go to another shop. If anything, make them feel good about what they think they know. If one makes mention of something you know to be completely wrong, don’t come out with, “You’re wrong about that.” Making them wrong makes them angry. Instead say, “You could very well be right about that, but let me ask you this.” Then ask a question that takes them in the direction you want them to go. By first making them right instead of wrong you will have validated them for their opinion. Then they will be more apt to listen to you.

Always take on the role of friendly adviser. Buddy up to customers without being overbearing. Ease into your sales routine. Don’t let them think that all you want to do is sell them something and move on to the next one. They have to know that you care about their well-being. Start out that way and you’ll have a much better chance of creating those lifelong customers you really want.

Terry Greenhut, Transmission Digest Business Editor. Visit www.TerryGreenhut.com.

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