Does this describe your shop? Do you really think people want to bring their vehicles, which many times cost on the upside of $25,000, to such a setting to be repaired? I know I wouldn't.
We as an industry are so concerned about our image. We all agree that our image needs to be changed in the eyes of the public. But where should we start? All the yelling and screaming about what a bad image we have won't change a thing. We can't just demand respect. We need to gain it. We need to take personal action, take responsibility for ourselves. The place to begin is at our own shops. One by one, shop by shop, we have to do it individually. As individuals, we can control how the public sees us.
Need a facelift?
How? Clean up our shops and then clean up our acts. It's not really that hard. We are intelligent people--we have to be to do this demanding work. Look around your shop. Is it in need of a real good facelift?
Two years ago we did some time-consuming, much needed cosmetic surgery to our building. We were tired of its cave-like appearance. At first it appeared to be an overwhelming project, but once we began it took off.
The easiest way to improve your property's appearance is by painting, of course. Starting in one corner of our 4,000-square foot building, we moved equipment out, removed belt racks from the wall, and started to paint. First we covered the walls with a good coat of bin and then, believe it or not, we painted them white halfway up and yellow down with a red strip at the break point. Then we did the ceiling and finally the floor.
We also remodeled our office area and extended the customer counter to just over 15 feet. Our waiting room, though not that big, now has a couch, carpet, TV with VCR, lots of reading material and a plant (which even I haven't managed to kill yet!).
Don't
stop there
Next was the shop's outside. Fortunately our building is stone-fronted so all we needed to do was repaint the trim in front, the sides and back. But what a difference it made. Our "old" customers commented on the improvement and new ones started to walk in the door. I know who the new ones were because I simply asked them "Why did you come to us?" Many replied they honestly didn't "see" us before. By brightening up the outside, more people noticed our shop. And that business all adds up.
With improved appearance there also needs to be an improved demeanor. Your shop's appearance is one of the reasons a new customer may walk in your front door, but now you must keep him or her there, and keeping them coming back too.
No matter how hard we work to present an image and try to keep things as pleasant as possible, things happen. For example, working on vehicles is demanding, difficult and sometimes painful, as you know. All these things may at one time or another cause you to yell out any string of obscenities--I can't blame you really, but think how it sounds to the woman in the waiting room or the man with his young child in tow. Most people in a business establishment don't want or expect to have obscenities thrown around the room they are in. It's unpleasant. Of course you're going to curse, I wouldn't expect you not to, but we need to be more aware of who is around us at the time.
Another important facet, at least to me, is using good grammar. I'm not saying talk above your customers' heads technically; I'm saying choose your words carefully. Leave out words like "busted" and "ain't," which can make you sound unintelligent. And I swear your perceived IQ level drops 10 points for every double negative you use.
Look at your repair orders. Have you read them recently? How is the spelling? Are they reasonably, grammatically correct? These may seem like minor details but it's actually very important. You could easily lose some customers' respect for these things.
Soft porn
I know some shops out there hang this stuff. Even the parts store down the street has a calendar on display right behind their counter. I should leave this one alone, but of course you know I'm won't! Why allow techs to hang such calendars or posters by their tool boxes? Yes, it is THEIR area, but it's YOUR shop. As the owner, you have the say as to what is acceptable in your shop and what is not.
And for you techs, why risk insulting your bread and butter? Why should your customers be faced with such things? These days it just can't be done tastefully. Is it fair? More importantly, is it professional? All your tools and education don't amount to much in the public's eyes--it's the image we portray.
Why do you think people still like going to the dealer even when their prices usually are higher? Because they are paying for what they perceive is a professionally run business that's clean with nice waiting rooms and managers that don't swear around customers. They are paying for the professionalism that is portrayed. Doesn't mean the dealers are any better, customers just think so. The independents usually have an advantage over the dealerships--we get to know our customers. I believe we can be more personal, and people like that. So we should do our best to create an image in our shops more like the dealerships, but with the personal touch that only we can do right!
We all know what is expected in the end--quality repair work. It is the most important part of our business. But these non-repair elements can do so much to improve customers' appreciation of our professionalism. With a few minor changes in each of our shops, that professionalism will spread, and the respect that you cry out for as a technician will be that much closer. Work hard, stay on top of technology and speak with the education that you have and you will be heard. We are a numbered few. Be proud. I know we are. ms
This article was originally published in the October, 1997 issue of MOTOR SERVICES. For information regarding reprints of this or any other article from an Adams publication, call 1-800-396-3939.
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Motor Service article, something I wrote |
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