Conducting A Successful Focus Group
The research tool known as the Focus Group has been around for many years. The idea is to assemble a small group of individuals to discuss specific topics, view advertising concepts or, otherwise, offer their opinions.
The Secrets To Follow-Up Calls
When it comes to customer follow-up calls, let’s first talk about “who” you should call. You should call all first time customers (even if they just came in for an oil service) to thank them for choosing your facility. Secondly, you should call all “repair” customers to confirm that the repair, and the quality of your service, met with their expectations.
Remodeling Your Service Counter?
At Elite, we realize that the very first thing a service advisor needs to do with first-time customers is build rapport. Making good eye contact, smiling and shaking the customer’s hand are all part of that process, so when a customer comes in to your facility, the last thing in the world you need is a barrier between your advisor and the customer. Ironically, that’s exactly what most service counters are, and most shops have them for two reasons: it’s the way it has always been done, and it provides a workspace for the advisor.
Common Customer Service Myths Exposed
How to break down the myths of customer service, get into customers’ heads, and figure out the best way to serve them and turn a problem customer into a customer for life.
10% Growth Needs To Be The Goal
Here’s where a lot of shops get into trouble. They’ll tell themselves that their businesses are doing well, and all they want to do is “fine-tune” their operations rather than grow.
Ask The Customer Again
When your service advisors recommend additional services that are outside of the customer’s original concern, and the customer initially declines those additional services, in most cases, your advisors should call the customer back at the appropriate time to re-offer the services.
The Power Of An Assumptive Close
We all know that people love choices, especially when they are making a purchasing decision. But when selling diagnostic services, you need to use an “assumptive close.” This means you just assume that the customer is going to authorize your recommendation.
Marketing Auto Service In The Coming Years: Analyze Your Customer Base First To Help Determine Ideal Mediums For Your Message
For decades, shop owners have had the luxury of being able to rely on a short list of traditional media to bring in new customers. They’ve primarily utilized directory ads, print media, radio and TV, and, to some extent, local grassroots marketing programs.
Appeal To All Senses To Keep Customers, Especially Female Customers
We know that women are the majority purchasers of all automotive items in North America today, so if you’re looking to step up your sales figures, you’re going to need to reach women. And in doing so, you’ll gain favor with all customers.
Can Your Customers Find You Where They Are Searching?
What is mobile marketing and why do you need to know about it? That’s a question I have been asked a lot lately. In this column, I want to give you an introduction to the world of mobile marketing.
Tax Court Ruling Benefits Small Business Owners
Owners of closely held businesses, including family owned and other small businesses, can now pass assets to heirs with minimal taxation thanks to a recent tax court ruling (Wandry v. Commissioner, U.S. Tax Court, March 26, 2012).
Bring More Cars Into Your Shop
Although most shops have sales goals, very few have car count goals. In all of our service advisor training courses, one of the things we teach the advisors is to establish daily car count goals that are based on sales goals.