Good Service s. Upselling: Part II
I think I may have hit a nerve! Wow, what a response I received after the June article titled, “Good Service vs. Up-Selling.” First, thank you for the response. If you are interested, you can go online to bit.ly/servicevupselling or give us a call, and we would be glad to send you a reprint of the article. Either way, let us hear from you. Since many of the responses were questions about how a shop can provide good service, I will attempt to delve into this hot topic with more detail.
This month’s article looks into the background of what has to happen before you can put a good service model in place at your shop. Attitude, culture and work ethic are the heart of offering good service. Hopefully this will address the “How can I?” questions that have come up.
As expected, there are many of us in this industry who have struggled with this idea for a while. If the response from the industry was any indicator, this is a hot topic. Some interesting tidbits of how wide reaching this topic is came to light from the response I received. Many multi-store operators who have been focused on ticket average responded that after years of chasing the ticket average statistic, they have discovered that what really happened is they had chased off their customers. Then a vicious cycle started where, as they lost car count, the perceived need to increase ticket average only resulted in fewer and fewer customers. Another interesting fact that came from the responses was the number of warehouse and supply companies that wanted more information on how to help their customers (the shops) focus on providing good service and be less focused on upsells.
I couldn’t help but ask them why they were interested in this. Wouldn’t upsells help their business? The best answer was, “Yeah, it would help today, but we want to be in business tomorrow, also.”
My favorite conversations came from the smaller operators — the shop owners who had fewer than five, and in several cases, only one shop. It was with these good folks I knew I had hit on a topic that was critical to their survival. Many of these operators wanted more details. They wanted to know how a shop can find the balance between offering good service and upselling. A few said to me, “All of my profit is in the upsell.” They went on to say, “I can’t afford not to upsell.” I had several of these operators send me a thank you for confirming what they always preach in the shop.
The best way to sum up the good service model for operation is the quote from William Wrigley Jr., of the iconic chewing gum company, “I would rather make a nickel, nickel, nickel then a dime every once in a while.” Good service paves the way for longevity in this business. I used to tell my shop managers, “Learn to count your profits in other ways besides money.”
The Good Service Model