Give specific guidance on expectations when dealing with customers

What you'll learn:

• Tips on proper vehicle inspections
• How to communicate recommendations to clients
• Scheduling strategies to ensure return work
• Communication best practices

In today’s shop operation you must have clear policies in order to develop a strong culture. A strong culture will create a “career” atmosphere and retain the top talent compared to a “job” culture where in essence the person is saying I am here until something better comes along. 

This 3-part article series is a full sample of what your policy manual for your team could look like for them to understand how they will conduct their business and where everyone understands where they fit in.  Adjust where necessary for your operation. With these policies from these 3 articles in place your operation will truly have a “career” culture within your business.    

Part 3 continues the outline for your team.  

Inspections and recommendations 

Slow down the process — we may know and understand our business, but the client may not.  We must educate our clients by explaining the investment the client has in the vehicle and that any further investment in the vehicle ensures the safety, reliability and efficiency of the operation of that vehicle.   

Take the client out to their vehicle and do a proper walk-a-round. This gives an opportunity for discussion on how they use their vehicle and if they need other repairs performed. There may be a light out that they did not know about.  

We will discuss with the client any work that was not completed such as extra work found on the vehicle but which the client has deferred and make recommendations as to the time frame when such deferred work shall be completed and always address any concerns that are for the safety of the client. Make sure all warranties are reviewed and understood and documented on the invoice. If there are educational materials, attach them to the invoice. 

Maintenance plans recommended are based on how the client uses the vehicle for their needs.  We live in severe driving conditions. 

A minimum of two inspections should be on an invoice, one being the courtesy inspection. Communication with the client is key when building trust and a relationship. You only have one chance to make a first impression.   

Provide material/videos showing the complexity of the vehicle and the in-depth training technicians are required to have today. This builds shop credibility and credibility leads to building trust. Capture, document and charge accordingly for anything that requires interpretation or scanning. This can include time taken to test drive or research OEM repair procedures.   

Scheduling and communication 

Schedule the next appointment before the client leaves based not on scheduled maintenance, but on how the client uses their vehicle and on the recommendations from the technicians for any unperformed work that needs to be addressed for safety, reliability, and efficiency.  

Follow up after one week and show care and concern that all is right with the vehicle. This builds trust and a relationship.  

Customer service is a concept designed to make the internal customer aware of the importance of how the external customer is treated. 

Customer satisfaction is the reward of customer loyalty that is created when a client is happy with their experience and feels appreciated. 

We are not concerned with price, but rather with service and quality. This does not fit every consumer and that is OK.  

The initial conversation with a new customer whether on the phone or in person also sets the tone for the future relationship and begins to build your business reputation. This is your opportunity to represent (Your company name here) and yourself as the best to ensure that the client has a terrific and memorable first visit. 

Maintaining a long-term client requires maintaining the relationship that has been built over time through honesty, integrity, consistency, trust, and knowledge as well as to offer great service. 

One of the keys to transforming a one-time customer into a repeat customer is by making them feel welcome. Do not make assumptions about what people need or can afford instead of asking them. Make them feel special by thanking them for coming in and sharing their business with you. This offers an invitation for further visits. “We look forward to seeing you again.”   

Live up to your promises. Each time a client returns they expect the same great service.   

By giving you confidence in your decisions, we will continue to be a quality professional service provider to all of our clients and their referred friends and family. 

 Final steps 

I hope this series truly gives you a great guideline to build on for your own shop. Taylor it to your business but acknowledge the importance of having this kind of documentation for your team.   

Editor's Note: Motor Age mourns the loss of longtime contributor Bob Greenwood, who passed away in September.