So you’ve got your route down to a science. You keep your truck nicely stocked. Your customers (for the most part) like you, and you’ll go the extra mile to deliver a tool when a technician needs it yesterday. You’re selling the quality products that your working customers demand. Still … accidents happen. Tools break, and customers return to the truck less-than-impressed. Frustrated. They will want a new or like-new tool without having to eat the cost of the first one. You know the story. How do you respond?
You know by now that not only do tools break, but warranties expire. While you’re not the one deciding a product’s warranty, when you’re standing there face-to-face with an unhappy customer it may feel like it. You’re in the hot seat -- the middleman. You don’t make the terms of the warranty, but you do have control over how you respond to the situation.
For many tool dealers, warranties are a burdensome and even unpleasant part of the job. But if you can hone in on this aspect of service – perhaps even setting up a system and approach for dealing with it – it can set you apart from competitors in a major way.
Be proactive. Use signage on the truck to spell out warranties for certain products or work this information into your pre-sale conversation. A lot of times technicians will ask about warranties while they’re perusing product or about to purchase, so make this part of your dialogue in a friendly, neutral, but factual way.
Offer trade-in tools while the customer awaits a repair. You can’t control warranty terms such as the time it takes to send a product back, but you can offer to make the wait a little less troublesome for customers.
Some mobile dealers have a very detailed system of handling their customers’ warranty concerns. In one instance a mobile dealer and his partner established a series of color-coded service writer envelopes used by each truck in their multiple-route business – black for warranties on the one route and red for the other. When a tool arrived for warranty replacement, this mobile dealer took the old tool out of the envelope, replaced it with the new tool, and sent the envelope back to its truck.
Not all mobile dealers break out a dedicated system, though. A warranty plan may simply mean adhering to the mantra “Honor the warranty” with each situation as it presents itself. That’s ok. It’s better than ok, because this is just one more way to show your customers you care about them and their ability to do their jobs.
The point is, go as simple or strategic as you’d like, but don’t let the topic of warranties slide by day after day without considering your own personal approach.
I’ve witnessed many mobile dealers address their customers’ warranty concerns (frustrations) with discretion, compassion, and care. It can be an uncomfortable conversation for sure. It’s also an opportunity to build relationships and trust, and set the scene for repeat sales.
