Is the Fear of Overselling Hurting Your Profits?
“I don’t want my customers to think that I am trying to oversell them.” Does thinking this control how you present services to your customers? As I visit quick lubes and service facilities around the country, this is a topic of conversation and it’s a good conversation to have. The first thing you have to do is ask yourself a few questions to see where you stand.
Ask yourself these questions:
- What would you want or expect if it were your car?
- Do you have a set inspection procedure in place?
- Are you doing your customers a disservice by not informing them of your findings?
- Are you making the decision for them on how to maintain their cars?
- Are you taking an education approach to how you present your services?
- What is the right thing to do?
- Finally, does your business depend on these additional sales?
You have to get past the excuses that keep us from presenting our inspection results to the customer. Once you start making excuses for why you can’t do it, your sales will decline.
Inspect Your Inspection
Is your inspection form in color, neat, realistic, organized in the order that the inspection is performed and are you committed to enforcing 100 percent compliance on all items?
One of the most common challenges I see is that the owner is not honest with himself about his inspection program. Are you ready to enforce a set inspection procedure in your facility? If you are only going to enforce 15 points on your inspection, then why have 25 items listed and hope that all items are inspected? Hope is not a good business strategy.
Increase Your Sales Opportunities
Change the way you look at your inspection reports. Look at each point as a sales opportunity. Example: if you see 10 cars a day and have a 15-point inspection, that’s 150 additional sales opportunities without increasing your vehicle count!
Teach a set procedure for your inspection routine. Following the same procedure every time keeps you from missing items. Besides, the customer is watching, and you look more professional when you have a set routine. If you have multiple locations, be sure to use the same inspection report and follow the same procedures to deliver a consistent experience to your customer.
If your inspection report is still black and white, change it. Your inspection sheet represents your hard work and efforts on the customer’s behalf. You wouldn’t print an invoice on old crumpled up paper and give it to the customer would you? Keep it simple, but add some color such as red, yellow, and green condition indicators, your logo, and a picture of a battery or other key products. Make sure your inspection sheet is a sales tool, not a work order.
Do the Right Thing
Instill a mindset in your employees that a complete and thorough inspection is “the right thing to do.” If you believe this, then it is a disservice to your customers not to inform them of everything that you found on their car.