Take something with a
slightly “technical” edge or anything of a complicated and expensive nature to
it, and put yourself in the market for it. A TV, a new computer, a new car. It
should be something you personally don’t have a commanding knowledge of. Something
that you have to research or seek the advice of others, or depend on what is
being told to you by someone who is in a position to “sell” it to you. If
you’re a tech wiz, make it kitchen cabinets or some other project. Lock it in
and keep it in mind as we continue.
I think we have all
been in the situation where we say one thing and the customer hears something
different. Let’s discard the customers who are just trying to bust your chops
or get over on you. You’ll never get that total to zero. I’m talking about the
customer who genuinely believes you said something different. Now it’s time to
pay the bill and it’s not what they expected, or they look at the invoice and
don’t see a service or item they were “sure” was supposed to be there. This
could be an honest misunderstanding on either side. These instances are
uncomfortable, at best, for both you and your customer.
Look; there could be a
misunderstanding about something as straightforward as wiper blades, filters,
or type of oil. That’s not usually where the problem lies. It has been my
experience that more problems arrive as the size of the ticket goes up. And
it’s not necessarily because of the amount of dollars involved. It is because
the larger jobs are considerably more complex in nature and involve multiple
parts and services. So, where am I going with this?
It is really vital that
both you and your customer are “all in” before the job starts. You are the
expert. You have seen this a thousand times before and you can do the job with
your eyes closed. At least your customer has come to the right place. The
important element here is to take the extra step to make sure your customer
knows exactly what you think the solution to their problem is and if there are
any “extra” parts or services that might become necessary if you find certain
conditions as you get into the job. You don’t have to make technicians out of
them but they are entitled to have a “reasonable” idea of what the outcome
might be. They will appreciate you informing them and you will appreciate the
no hassle phase when it comes time to pay the bill.
The more complicated
the job is, the more options or approaches there tend to be for a solution. Not
all solutions are equal. They certainly don’t cost the same. It is important
for your customer to understand their options because their circumstances
differ. With a little cooperation and conversation, together, you can find the
best path forward. Once this is agreed and understood by both parties, you are
good to go.
So, here’s how your
interaction with your customer should go. There
are a few basic steps for you to follow.
The first is Greeting the customer in a warm and
friendly way. This doesn’t need to be an all-day discussion. The whole process
can be accomplished in less than a minute. If you know them and their family,
if you share enthusiasm for the same sports team, say something. You both know
they are there because they have a problem. You just want to connect or
re-connect in a personal way. Think about this. You have heard about doctors
who are known for having a “good bedside manner”. You know how important that
is to you and your family at that moment. Got it?
Next is the Questioning process. Figuring out why
they are here in front of you. Here is where you discover what the problem is,
at least from the customers point of view. This is not meant to be an
interrogation nor should it sound like one. You will start getting an inkling
from the minute your customer starts talking, BUT, even if you think you know
where they are going, be patient and let them have their say. Resist the
temptation to blurt out your diagnosis because there just might be another clue
six words further into the conversation that will lead you to an additional problem
or an altered conclusion. Just think about a time when you got interrupted in
the middle of a conversation. How did that feel? Remember it!
Now, it’s time for Consensus where you present your
diagnosis and solution. Once you have a handle on what their problem is, you
need to summarize it and “read it back” to them. There is a difference to them
between a buzz or a whir, a bang or a clank. By doing this you are going to get
your customer on board with your conclusion and make them an “active”
participant. It is important for them to have ownership. After all, it’s their
problem you’re working on.
Finally, it is time “Close the deal”. Here is where the good
faith estimate of what the repair will cost is detailed (hopefully in some form
of printed authorization). You go over your work process and confirm that you
will be in touch with them at a certain point in the tear down to confirm with
them that everything is as expected or to let them know, and make a decision,
on any additional needs discovered. It is also a good time to reconfirm when
the vehicle will be ready for pick-up and/or their need for a ride.
I’ve laid out four
distinct steps for you to follow; Greeting, Questioning, Consensus and Closing. You’re not quite done
yet. There is one more skill you need to hone and that is Confirming. As someone who has been involved in sales and customer
service my whole life, I am well aware of when the “sales presentation” is over
you need to shut up. I am a subscriber to that theory. But a word of
confirmation that your customer has made the right decision by agreeing to your
recommended solution can be very reassuring. I can’t tell you what that is
going to look like because, chances are that it will vary from one situation to
another. But, let me offer this scenario. Your customer has just made a very
difficult decision to spend $1,200.00 on a repair they weren’t counting on.
They may be getting ready to put it on a credit card to extend paying for it or
they may be putting off something else in their life they had been planning on.
Not everyone can reach into their pocket and pull out that kind of money
without it impacting something else. A quick word from you, assuring them that
the repair really is necessary and, you understand it’s a lot of dollars they
are committing, but the results will be a ; (fill in the blank) __________ (safer,
more reliable, longer lasting, ……… ). Your customers are people just like you.
