With the emphasis on increasing RO count through the manufacturer’s initiatives in regards to Quick Lube, Express Service, Fast Oil Change or whatever you call the 30 minute oil change in your Dealership, you would think that RO counts would be going up.
In some instances, yes they are. There is no doubt that these programs have resulted in more traffic into some stores in some cases.
But, in many stores, even with the advent of the “30 Minute Oil Change” marketing push and Free Maintenance, RO counts are going down.
Because Mr. and Ms. Advisor still answer the phone that same way they did last year…and the year before that… and the year before that.
Advisor “Hello, this is ABC Motors, can I help ya?”
Customer “I’m having a problem with my ’07 wagonmaster. It makes a funny noise when I start it up in the morning.”
Advisor “Yep, I’ve heard that one before. It’s probably the flutenator valve.”
Customer “Flutenator valve, huh. It sounds expensive. How much to repair it?”
Advisor “It’s depends on what type your wagonmaster had originally installed. Sometimes the whole rocket box assembly has to be replaced as well. Basically, if you don’t need it re-chromium plated, it’ll run ya about $395.00 installed.”
Customer “$395.00…I’ll have to think about it. I wasn’t expecting it to be so much.”
Advisor “Well, I’m not supposed to do this…but we have a coupon for 15% off right now for any repair. I have an extra one in my desk if you want it. Please don’t tell my boss that I gave it to you. Just come in and ask for me, Dumbass Dan.”
Customer “Ok, I’ll think about it.”
Advisor “Ok. Thanks for calling.”
I conduct in dealership live phone calls all the time. It’s part of our process when we are doing an evaluation. In the past 4 years, I can count on one hand how many times an Advisor came close to what would be considered a “professional telephone call” (by any standard you choose to use) in which the Advisor guides the call and the customer to actually making an appointment.
Which, by the way, is the only reason for the Advisor to answer the phone… to make an appointment!
I have never met an Advisor whose last name is Google, but all day long they answer the phone and give out information and pricing and advice and coupons and everything else under the sun!!!!… without actually SELLING THE APPOINTMENT.
In addition to having poor to non-existing phone skills, the Service Departments themselves have a hard time dealing with an influx on customers who come in on the promise of a quick oil change by trained professionals and yet experience a long drawn out wait peppered with bad tv shows, loud pages over the intercom (yes, it still happens every day), and little to no information as to what their vehicle needs in order to maintain it in a safe and reliable condition.
“I have identified the enemy and it is us.”
Want a better customer experience? Want more RO count? Want to capitalize on the marketing the manufacturer has pushed (not to mention your own efforts)? Then you need phone and communication skills to match your expectations.
Not training your Advisors is a choice.
by Leonard Buchholz