Jump to content

Opportunity Doesn't Knock, It Calls !


Recommended Posts

Peter Drucker has been called the founder of modern management. He was a brilliant Management Consultant, Author, and Educator. One of his best quotes is: “The Entrepreneur always searches for change, responds to it, and exploits it as an opportunity.” This tells me that we must constantly evolve in the way we conduct business.


What is the biggest opportunity we get every day? The phone! Incoming phone calls are a regular part of every day at any given shop. The question is, are you exploiting this opportunity to its fullest? Probably not. Most shops have no real process, so the caller guides the call, and we hope for an appointment. Every time your service advisor fails to convert a phone inquiry into an appointment you lose a lot of revenue. Not only losing the amount of the average repair order, but the repeat business that lost client would have produced and all the references that could have come from that new relationship.


The cost of not converting a call to an appointment is staggering. Let’s say you are losing only one conversion each day at $250 / average RO, 300 working days per year, that would be $75,000. That is real money. Research shows most shops lose 2 to 3 phone leads each day.


The good news is you can better exploit this opportunity without spending any additional money and bring that business to your shop.


Here are a few things you can do now to improve your phone call conversion rate:


Before the Call:

  • Meet with your team and select the things that set your shop apart from the rest. For example, 22 years in business, locally owned, ASE Blue Seal shop, Nationwide Warranties, etc.
  • Craft a policy that when an employee is on the phone, everyone else covers for them so that the call can go on uninterrupted.
  • Always answer the phone with pen and paper in hand.

Answering the Call:

  • Answer by the 2nd ring.
  • Have a uniform greeting that works like, “Thanks for calling Tiger’s Tires, this is Bob”. You answered the phone to help, so it doesn’t need to be said.
  • Always answer the phone with a smile.
  • Answer with cadence that is not rushed and use a pleasant demeanor.
  • Ask for the caller’s name, write it down, and use it during the call. Dale Carnegie said that a person’s name is to that person the sweetest and most important sound in any language.

During the Call:

  • Establish a connection with the caller. Discover the purpose of the call. Use complete sentences, not “What year again?”
  • Listen closely to the caller. Don’t be distracted by other things happening around.
  • Ask open ended questions that get to the caller real concern. Asking questions does 2 things; It builds trust and gets the needed information to get them into your shop
  • Pace your caller. If they speak quickly, you do the same. If they are more conversational, slow your roll and keep their pace.
  • How and when to put a caller on hold: Before putting the caller on hold, let them know why and ask them if they can hold briefly. “Mrs. White, our service manager would be the best one to answer your question, so could you hold briefly while I get him?” Next, get them quickly; give him the necessary info, and what line Mrs. White is on. Now, they should pick up the phone and start with, “Mrs. White, thank you for holding, Bob tells me you have a question about your….” Have you ever been on hold, the person on the other end just pick up, and immediately start back like they were never gone? It’s unprofessional and plain rude. Notice the customer does not have to tell her story over again. This is showing care and professionalism. It’s a simple thing to do but it is very much appreciated by your clients.

Closing the deal:

  • Get them into your shop
  • Offer to set up towing
  • Ask when they could bring their vehicle in for an evaluation and get them to set an appointment.
  • Remember they need something. No one calls around for the fun of it. Get their concern handled.
  • If they don’t commit, find out what concern you have not addressed and handle it. Ask more open-ended questions until they commit.
  • Keep your notes for future reference
  • Be sure to leave a great last impression. Offer a closing line like –“Nice speaking to you today” or “Look forward to meeting you”.

So, don’t miss out on the biggest opportunity you have every day. Think of those incoming phone calls as more revenue for your business and make it your mission to convert them into as many new customers possible.

View full article

  • Like 3
Link to comment
Share on other sites

  • Have you checked out Joe's Latest Blog?

      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
  • Similar Topics

    • By carmcapriotto
      Thanks to our Partners, NAPA TRACS, AutoFix Auto Shop Coaching, and Today's Class In this groundbreaking episode, shop owner Brin Kline undergoes a first-of-its-kind 360-degree review by his team. The session unveils insights into leadership, stress management, communication, team dynamics, and the importance of training. Through candid discussions, Brin and his team explore opportunities for growth and improvement, highlighting the value of feedback in enhancing leadership skills and business operations. Brin Kline, Shop Owner, Assured Auto Works, Melbourne, FL Carlos Mercado, Lead Technician Matt Cusick, Technician JD Winkler, Service Advisor Jeremy Good, CSR
      Brin's Review Plan (00:02:12) Brin discusses his long-standing plan for a 360-degree review, expressing excitement and nervousness about the process. Initial Employee Feedback (00:05:17) Employees introduce themselves, discuss their roles, and provide initial feedback on Bryn's leadership and communication style. Brin's Leadership and Recognition (00:06:42) Employees share their experiences with Brin's recognition and feedback style, highlighting his quiet but supportive approach. Brin's Problem-Solving and Approachability (00:08:53) Employees discuss Brin's willingness to solve problems and his approachability in addressing their needs. Innovation and Motivation (00:11:01) Employees acknowledge Brin's encouragement of innovation and positive influence on their professional growth and motivation. Direction and Advice (00:12:27) Employees affirm Brin's clear communication about the company's direction and his availability for advice and guidance. Conflict Management (00:14:50) Employees discuss Brin's role in managing conflicts and providing support for resolving issues within the team. Celebration of Wins (00:17:16) Employees share their experiences of celebrating wins as a team, highlighting Bryn's support for acknowledging successes. The small wins (00:18:04) Brin and the team discuss the importance of celebrating small victories in the shop and recognizing the challenges in the automotive industry. Celebrating achievements (00:21:20) The team emphasizes the significance of acknowledging and celebrating achievements, even small ones, in the shop to boost morale. Trust and company culture (00:22:06) The discussion revolves around the high degree of trust within the company and the value of the company's culture. Access to training (00:23:58) Brin's commitment to providing access to training for the team, including support for attending conferences and joining training programs like Toastmasters. Stress management (00:28:26) The team discusses how Brin proactively manages stress within the company and encourages employees to take time for themselves. Opportunities for collaboration (00:34:25) The team shares experiences of collaborating with Bryn to improve customer experience, policies, and procedures, highlighting Brin's encouragement for collaboration in problem-solving and diagnostics. Brin's Reflection on Feedback (00:36:20) Brin reflects on feedback and the importance of long-term thinking and motivation for his team. Brin's Training Approach (00:37:17) Brin discusses his approach to training and empowering his team to make decisions, emphasizing the importance of open communication. Brin's Leadership Improvement (00:38:17) Employees provide feedback on areas where Bryn can improve as a leader, including stress management, setting deadlines, and communication. Brin's Reflection on Employee Feedback (00:44:55) Brin reflects on the feedback received from employees, acknowledging the areas for improvement and expressing gratitude for their input. Brin's Acknowledgment and Praise for Employees (00:49:12) Brin acknowledges and praises his employees for their work, expressing gratitude and trust in their abilities. Thanks to our Partner, NAPA TRACS NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/ Thanks to our Partner, Auto-Fix Auto Shop Coaching Proven Auto Shop Coaching with Results. Over 61 Million in ROI with an Average ROI of 9x. Find Coach Chris Cotton at AutoFix Auto Shop Coaching on the Web at https://autoshopcoaching.com/ Thanks to our Partner, Today's Class Optimize training with Today's Class: In just 5 minutes daily, boost knowledge retention and improve team performance. Find Today's Class on the web at https://www.todaysclass.com/ Connect with the Podcast: -Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/ -Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976 -Subscribe on YouTube: https://www.youtube.com/carmcapriotto -Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/ -Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/ -Follow on X (Twitter): https://twitter.com/RResultsBiz -Visit the Website: https://remarkableresults.biz/ -Join our Insider List: https://remarkableresults.biz/insider -All books mentioned on our podcasts: https://remarkableresults.biz/books -Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom -Buy Me a Coffee: https://www.buymeacoffee.com/carm -The Aftermarket Radio Network: https://aftermarketradionetwork.com -Special episode collections: https://remarkableresults.biz/collections            
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at RepairPal.com/shops.
      Show Notes
      My Facebook Ads are showing to people way outside of my service area (not set up right) My social media doesn’t seem to be providing a return on investment (Junk smm) I never see my Google Ads when I search for my business (low budget) I don’t show up in the Map Pack when I search for auto repair near me, and I’m searching while I’m in my business (connected to wifi) My website is too slow (pictures too big or cheap hosting) My website doesn’t come up when people search for mechanic near me (stock content) I get lots of leads but they don’t turn into customers (Your SA sucks) My marketing looks like every other shop’s marketing (are you talking to your marketers?) The shop is slow. It’s time to turn our marketing back on. (never stop marketing)  
      How To Get In Touch
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
      Questions/Ideas - [email protected]
      Click to go to the Podcast on Remarkable Results Radio
    • By Joe Marconi

      Premium Member Content 

      This content is hidden to guests, one of the benefits of a paid membership. Please login or register to view this content.

    • By mikezat
      Hi! I got a bunch of engine and cabin filters - leftovers from my store. What's the best way to get rid off the inventory? eBay sales are slow and not an option due to the time it takes to list a filter and due to expensive cost of shipping.
      Many thanks in advance,

    • By Changing The Industry
      Dealership Tries To Pull A Fast One

  • Our Sponsors

  • Create New...