Ethan Smith, Service Advisor, Casey Automotive, Chantilly and Sterling, VA
Chad Jacks, Service Advisor, Dale's Service Center, Davenport, IA
Rena Rennebohm, CEO and Creator of Empowered Advisor. With over 20 years of experience in the automotive industry, Rena has always had a passion for helping people. As a Service Advisor, she found every way possible to improve and utilize her skills. Implementing new techniques with basic fundamentals gave Rena the ability to become one of the most sought after Trainers and Coaches in our field. Dedicating her time training Service Advisors with one-on-one calls, webinars, and classes is what she lives for. With high energy and understanding, rapid and continued improvement has been shown across the board from her clients.
Listen to Rena’s previous episodes HERE.
Key Talking Points
Role Play 1: Need a Transmission
Ethan: Customer- Wants price, the vehicle doesn't drive well, doesn’t feel confident from phone conversation Chad: Service Advisor- Distracted, asked to repeat the question, unenthusiastic, gives price for just transmission and when appt is, “maybe 6K” Rena: Coach- 3 steps price shopper- get to know the customer, what are symptoms of car, offer inspection. Giving only price gives customers something to compare. Redo
Ethan: Customer- He did research online and thinks its a transmission Chad: Service Advisor- Greets customer with his name, asks his name and phone number, asks about the vehicle, asks if the vehicle has ever been to the shop, explains what they would do to the vehicle once it is brought in, testing price, explains shop amenities and warranties, asks about an appointment, offers rental ride/shuttle Rena: Coach- Vehicle is vetted, it has been maintained, converting good customer to shop Role Play 2: Check engine light is on
Chad: Customer- Asks about price, looked online at pricing for parts Ethan: Service Advisor- Asks what car, if codes have been pulled, hasn't asked name, throwing different parts names out, $150-170 for repair Rena: Coach- Customer is probably frustrated, was told no, hasn’t received help, become a little grumpy, vehicle coming into the shop is the priority before giving price, every phone call is opportunity Redo
Chad: Customer- Will the car be ready that day? The car pulls to the left when driving, asks about drop off/night pick up Ethan: Service Advisor- Asks for customer’s name/phone number, “sorry this is happening,” “so happy you called,” asks if the car has been to shop, thanks the customer for giving him the opportunity, asks if the car has been worked on, what is make/model, explains difficulties with check engine light, mentions certified technician, asks what time/day would work, test drive with the customer Rena: Coach- Express empathy, don’t use acronyms, have great tone Role Play 3: Tune-up
Ethan: Customer- Asks what parts will the shop be using? What different services? Chad: Service Advisor- Unenthusiastic, gives price, “stuff to dump in the tank,” didn't ask for name, “I can check it if you want” Rena: Coach- Secret shop local businesses, more common than not, you can’t flip a switch to be professional, you need business culture, training, mentoring Redo
Ethan: Customer- Asks what a tune-up entails, asks costs Chad: Service Advisor- Gives name, asks name and phone number, asks how he found the shop, shows interest in-vehicle, explains details of service, build estimate, explains warranty, offers loaner car Rena: Coach- “My customer’s love it” go with the customer without arguing, ask about symptoms, don’t tell customers they don’t need something
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This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com
Are you seeing auto shops in your area get hundreds of 5-star Google reviews and are you feeling left behind because your shop only has a few?
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Click to go to the Podcast on Remarkable Results Radio
By Joe Marconi
Exit Strategy-Step 2
Have Clean and Accurate Financial Statements
The value of your business will be determined by your net profit, cash flow and a strong balance sheet. Having clean and accurate numbers will be more attractive to a potential buyer, especially if your business shows growth over time. While you may value your loyal customer list, and your tools and equipment, it's the profitability of your business that will be used to determine how much someone will pay for your business.
As an added benefit, having clean and accurate financials will also help you through tough economic times, and if you ever need a bank loan.
Get your books in order and work hard on your business to show a profit.
We used to get paid for used motor oil (pre-COVID19). However, lately we are being charged for pick up and transport. We go through approximately 500-700 gallons per month.
Do you guys currently get paid or are paying for used motor oil and oil filter pick up? Our shop is located in Texas.
By Joe Marconi
I was attending a recent TECH NET council meeting a few weeks back and one of the topics discussed was Exit Strategies. One of the members spoke about finding a key person in your company, if there is no one in your family to consider.
There are many shop owners out there that are near retirement. It would be a good idea to share a few ideas. I know many shop owners may not even have a plan. My lawyer approached me about a year ago and insisted that I sit down with him to plan out my future. I am 59, been in business for 34 years and been in the auto repair business since high school. If your story is similar to mine, it's something we need to start planning.
https://www.youtube.com/watch?v=QGkhhxMj0jY Emily Sundstrom- Service Advisor, Valley Auto Electric, Covington, WA. Her career in the automotive field started about 13 years. She was hired to “just” answer phones. It quickly turned into something for which she had a passion for. She enjoys doing it every day. The passion comes from taking a stressful, unexpected situation and turning it into an experience that leaves the customer feeling confident, educated, empowered, and respected. She has acquired multiple certifications from ASE, ATI, Wa. State Emissions, Elite Master’s Program, and Ami. Aaron Woods- Extra Mile Auto Care, Stillwater, OK. Since opening X-tra Mile Auto Care in 2018, Aaron Woods has proven himself as a rising star in the automotive aftermarket service industry. His professional values of integrity, continuous improvement, help first, and maintaining "above the bar" service, contributes to X-tra Mile Auto Care becoming the highest regarded automotive repair service in Stillwater, Oklahoma. Clint White has been passionately immersed in the Automotive Industry for over 25 years. He is a Service Advisor Coach & Shop Consultant with CWI and currently holds multiple ASE certifications. He began his career as a Technician at a local two bay shop in 1995 and over the course of the next two and a half decades honed his sales, technical, and management skills while living in Washington & S.E. Idaho. During his journey, he has never stopped learning and has been blessed to work for and with those who value education, training, and coaching. In everything he does, Clint is focused on people and excellence! Whether it be coaching & training Service Advisors to sell with passion & integrity or working directly with Shop Owners to improve team accountability and streamline process implementation, Clint’s passion is to elevate the Automotive Industry across the nation to ensure every customer consistently receives the highest level of service. Previous episodes HERE Key Talking Points Qualities- driven, goal-oriented, inner drive, help first mentality, ambitions in life “build own company within the company.” How would you treat your customers if this was your company? Building relationships and memorable experiences. Do customers remember their names? Sale is an end result of the transaction, focus on things leading up to the sale- establishing trust, presenting value in services, educating. Taking uncomfortable situations/panicked customers and reassure them so they let their guard down. Always want to grow. The Ideal Team Player by Patrick Lencioni- humble- the absence of ego, acknowledge weaknesses and address it, hungry- what are you doing to improve yourself? and smart- Shows empathy to others, demonstrates intuition when interacting with others Power of Vulnerability book by Dr. Brene Brown - understanding the difference between sympathy and empathy 7 habits of Highly Effective People book by Stephen Covey- seek first to understand then to be understood Read the room- socially and interpersonal awareness Listener qualities- hear and understand customers, giving solutions, empathy Face to face relationships- body language, tone of voice, picking up key cues Service advisors and technician relationship- ask questions, know what you’re selling and why, pressure regulator-bring it down to common knowledge, demonstrate the need for service- language customer understands, what will happen when left neglected DVI and service advisor- a new way to present information, builds value but doesn’t take human interaction away. Sell with confidence. It’s a tool, not the only tool. Holding onto service advisors too long- face of company and when the wrong person is in that seat it can be detrimental to the company. One unhappy customer can lose 10K in sales per year. Trust is the hardest to gain and the easiest to lose. Be proactive, not reactive to toxic situations. Finding service advisors and developing them- professional groups, customer service based sales industry, hospitality industry, restaurants A special thanks to Emily Sundstrom, Aaron Woods and Clint White for their contribution to the aftermarket. Books Page HERE Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes. Facebook Twitter LinkedIn Instagram Youtube Email Mobile Listening APP’s HERE Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy Carm a Cup of Coffee This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com This episode is brought to you by Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.comClick to go to the Podcast on Remarkable Results Radio