All of us, each and every one, are customers of some type of product or service every day. Huge multi-million dollar companies battle over us, and spend billions of dollars annually to speak directly to us through advertising. In our role as a customer, we all have expectations about the product or service we are look to purchase. Often these purchases are expensive, and since we value our money, and how we spend it, we are very selective when trying to decide who or what to spend it on.
In our industry, very often people have an expectation of a body shop when they think about visiting you. Usually the experience prior to the visit is not a pleasant one, and they would much rather be almost any place else but your shop, with damage to one of their prized possessions.
One of the keys in doing a better job with your customers is the ability to understand and empathize with the customers that come to you. Remember, empathy and sympathy are two different things. Fake sympathy will be spotted a mile away, and is a huge red flag to most people. Understanding a bad situation, and portraying that understanding, is much more genuine, and puts customers at ease.
Think of yourself as a customer to better understand what type of weight the expectations of a potential customer carries. What do our customers really expect when they come into your shop? If you don't know, how can you exceed those expectations?
I think in most cases, the average customer expects several things: a quality repair; a fair price; honesty; quick turn-around time; and professional treatment.
If your customer is not a veteran crasher, they don't know much about our industry. It’s part of your job to educate them, and provide them with a thorough understanding of what will take place through out the repair. Let’s address the average expectations one by one, and add in a few tips to exceed each of these expectations.
A quality repair
I have said this many times. No one comes into your shop expecting you to provide them with a poor repair. They expect the best repair, at the lowest possible price. These two generally don't go together, but that is what the customer expects, not what is real. We will address price later, but for now lets focus on quality. I have heard for years, “This repair is industry standard quality.” Yet I still see runs, cobbly paint, bad body lines and sand scratches. Don't defend poor quality as “industry standard.” There is no such thing. You have to demand a higher standard of quality than your customers will. Don't deliver anything that you wouldn't be proud to show to your closest family. Not only does the repair need to be of the highest quality, it’s important to toss in a few extra things. Touch up the entire car, do a mini detail, buff the yellowing headlights, fix a few small dings in the panels you are blending, or buff a few scratches — for free. Why not make the car really stand tall? Most customers won’t expect this, thus you are exceeding their expectations with regard to quality. I have a quote from a Ford Motor Company service bulletin from the 1930s on my desk. It says, “ Poor work, even if performed gratis, is not good business.” It was true then, and still is today.
A fair price
No one wants to overpay for anything. In fact, most people want the best deal possible, including your customers. Some people are looking for the best bargain and want a superior repair for bargain basement pricing. I don't think discounting your prices to crazy levels is the answer to capturing work. Some discounting is possible, but don't give away the store. Doing something cheaper won’t make the customer any less picky when they pick up the vehicle. It’s not good business to deeply discount your work. In fact, I think it’s psychologically suicidal to do so. Customers lose trust if you initially say “this job is $100, but I’ll give it to you for $10.” I would. My first thought is you were ripping me off before!
Offer a quality repair for a fair price the first time. Don't negotiate from your initial estimate; the damage on the car is what it is. To repair it properly will entail the same basic costs no matter who does the repair. A lower estimate from another shop might just indicate damage was missed on their appraisal that was included in yours. This can help you gain a customer’s trust, and show that you are more professional than the cheaper place.
This works. I have captured countless jobs over the less expensive estimate by being really thorough.
Honesty
Customers can see through a lie in a second. Once you have been caught in one, you lose all credibility. Don't do it. Even if the truth is really painful, most people will understand. If a car is behind schedule, be honest and tell the customer it’s behind and what you will be doing to get it back on schedule. I have worked at places that have told the customer the car is going great, and then the customer comes in to see the progress, only to discover it’s still sitting in the lot, untouched. Customers expect honesty. No tricks here. Give it to them.
Quick turn-around time
Most customers rely on their vehicles in their daily routine — to go to work, take family to school, run errands. Their lives literally depend on them being able to get around. That is why it is so upsetting to be without a car while it is in the shop. The average customer has no idea how long it takes to perform the work we perform. It is up to us, as professionals to educate them. This goes back to honesty. Don't tell someone what they want to hear with regard to repair times; tell them what it will really take, with the possibility of additional delays.
I know there are several formulas out there to calculate repair times. I like using four to five hours a day, with two days added for parts. For example, the labor totals on your estimate, paint and body labor added together equal 15 hours. Divide that 15 hours by five, and you get three. The repair, if all goes well, should take three days. If parts are needed, and the vehicle is being dropped, right then add two more days for a total of five. It’s a pretty accurate calculator, and provides a really good range for repair.
Of course, during repairs additional damage could be discovered that would add to that repair time. If that were to happen, make sure you call the customer to inform them of the delay and why. During the repair, I suggest calling the customer every other day with status updates. Most shops today offer multiple ways — text, email and photos, phone call — for a customer to get status updates. Text, email, and photos are all part of the process today. Updates, no matter how they are done, are important. Just do them. Customers expect to be kept informed.
Proper scheduling is really important when discussing turn-around times. Always take into account your workload, building capacity and restrictions, employee skill level and attendance when scheduling work. If you schedule six two-day jobs on a Monday and you can only do four, someone is going to be disappointed. Before one wrench is even turned, you’re looking at two negative CSI reviews just because of scheduling errors.
Professional treatment
Professional treatment starts with the look of your building, its cleanliness and condition. A clean, organized office and shop, says “we are pros” without you saying a word. Again, think of yourself as a consumer. Would you rather go to a dirty, disorganized greasy-spoon diner, or a five-star restaurant? You staff should look professional, too. Clean, neat clothing is not optional, it’s required. Try to create an atmosphere in your office that is comfortable and welcoming. Remember, many of your customers are going to be women with children in tow, so make some accommodations for them. Train your staff in the proper way to greet and speak with your customers. Check with your paint rep to see if they offer some type of customer service classes. My bet is that they do. With a little investigation, you will be able to find a multitude of available training in this area.
All of us generally do the best we can with what we know. Once we gain more knowledge, we do better. This is especially true in this area. Common sense and courtesy can go a long way here.
I really believe that once you put yourself in the position of your customers, it becomes very easy to provide exceptional service. It simply takes dedication and effort and you will see the rewards in glowing customer reviews and a steady stream of business to your door.
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