The Hat Squad
(Continued)

Any survey done of any dealership service department over the last 10 years or so will show this to be true. The happy customers are usually very happy and satisfied with the service they receive from their local dealership and would never consider going anywhere else, while the unhappy customers are infuriated and disgusted at the poor treatment and workmanship they received. There doesn’t seem to be a lot of “in-between” here: it either works great or doesn’t seem to work at all.

Most of the other shops I spoke of above, including the typical muffler, tire and brake shops that do a variety of fluid maintenance services try to follow the dealership model somewhat, employing separate service writers from mechanics. However, since the service areas for these types of business’ are usually open and easily seen by the customer, and the technicians can be watched and scrutinized by the customers as they perform their service work, they don’t fully enjoy the benefit of the “hidden” service area like a dealership does.

And that brings us full-circle to us, the quick lube shop. The overwhelming majority of quick lube shops are small facilities with only enough space to do the actual work. The “service writer” at a typical quick lube shop in most cases serves double-duty and is also the “mechanic” who is going to be doing the work on the customer’s vehicle. And it is at this exact point in the description of the differences between types of service centers that can either make you or break you as a successful lube-shop operator.

A burden that we all suffer as operators in this industry is to be able to find employees who can effectively wear two hats, that of a customer-friendly tech and an “effective vehicle technician.” Many, many shops around the country have made and continue to make the very same fundamental mistake over and over again as they staff their locations: They look for and are impressed with an applicant’s skill, history and ability as relating to their potential to be a great service technician, while not giving prime consideration to their ability to work effectively with customers. Your applicant may give you confidence that he will find every grease fitting on any vehicle, but does he look you in the eye when you are talking to him? One of your technicians may know how to drag any of your flush machines over to a car and get the service done quickly and efficiently every day, but has he shown the same ability and willingness to drag a razor across his face every morning before he comes to work?

To be one of the “greats” in the lube shop arena, you must accept and embrace the understanding that it is the customer’s perception above all else that will give you the reputation and growth that you want and need to continue to be successful. Focus strongly on quality workmanship at all times, but understand that without the customer’s tacit approval and acceptance of that, it is all for nothing. Staff your locations with friendly, personable employees who have shown an aptitude for mechanical ability and you are well on your way.

Stay focused, always put yourself in the customer’s shoes and think positive! See ya’ next month.

KIT SULLIVAN is a partner in a multi-unit Florida-based quick lube company. A 16-year veteran of the industry, Sullivan has more than 25 years experience in sales and management training. He is a member of the Society of Automotive Engineers and the Society of Tribologists and Lubrication Engineers. He can be reached via e-mail: quicklubekit@aol.com

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