A very powerful automotive service business hack which you must implement!

Hear me out! There’s a very powerful Automotive service business hack that most businesses aren’t utilizing to the fullest.?

You see, the public perception of the automotive service industry isn't really up to the standard when compared to most other industries.

While many other industries are able to charge premiums for services, most auto service businesses find it difficult all because of this mass public perception.

We need to change this first. Here's one hack or more like a strategy -

? The hack is - “Training your staff to look good” - in a way, making them your brand ambassadors.

?? What you must understand is that knowingly or unknowingly, your staff - especially your service advisor and other customer-facing employee becomes the “Face of Your Business”.

Customers are now very smart and they understand the business aspects better as well. You - as the business owner or a top-level manager of your auto service business will know to present yourself and make a good impression in front of customers, but your staff?

?? You must understand this - Most customers understand the need to subconsciously evaluate your employees too. Because your technicians are the ones who will work with their vehicles.?

If your employees end up giving an “Uneducated” “carefree” or even “Unprofessional” impression to your customers, then you will most definitely get judged. Customers will subconsciously doubt and fear for their vehicle’s safety.?

?? This is exactly where all the poor public perception is starting.

All you need to do is even fake your way into making your employees look very good in front of your customers.?

?? I can guarantee that more than 70% of the time, your repeat customers exist because they had some kind of positive perception of your employees - knowingly or unknowingly - not because of your marketing.

Here’s what you could do to control customer’s perceptions -?

1?? First off - build trust with your team.?

?? a) Put extra effort into hiring the right staff. Ensure any staff that you hire shows potential for customer centricity & trainability in terms of communication skills.

Pro tip: I would even suggest that go for a likeable employee with good/ humble communication skills than his technical expertise or experience. Because even if you’re not able to solve a customer’s problem, if you appeared likeable, the customer will mostly forgive you.?

?? b) Have close communication with them at least initially. Set an example by doing and genuinely helping them achieve their targets or KRA. (If you aren’t personally involved with your workshops, train your managers to perform this.)

2?? Your service advisor is the key face of your business. Pay extra attention in hiring for this role. Ensure the person is technically sound and most importantly ensure he has customer skills.?

Pro tip: Personally, I would any day prefer a very kind and gentle service advisor who can even show a decent level of vehicle expertise.?

3?? Take extra effort into maintaining clean uniforms for your technicians and other employees.?

Pro tip: Conduct internal competitions where the neatest and the most well-dressed technician gets incentives. Try weekly incentives.

4?? Develop your employees.?

Conduct communication and presentation training sessions regularly. Teach and upskill your service advisor with better customer-facing skills. Conduct sessions for reception people, your technician, etc.

Pro tip: Some hotel management courses can teach a lot of micro and macro techniques to appear more presentable and teach customer hospitality methodologies. Maybe try enrolling your service advisor for such courses.?

?5?? Introduce some form of employee rating system where you find a way to regularly evaluate and incentivize your employees for their presentation.?Track or monitor through agreed KPIs.?

Maybe each time a customer praises any of your employees, make it a big deal and incentivize them. Find ways to motivate your employees to always appear their best during their work shifts.??

Pro tip:?Motivate or incentivize - salary and money are just one form of basic motivation, the next level is recognition through higher responsibilities and empowerment. Train your managers and you can personally do this too.?

?6?? Be Innovative - now that you understand the need to make your employees appear good, you can get creative and find ways to promote this in your business organization.?

Hope these tips helped. I would even suggest that if you have a certain marketing budget, depending on the level your employees are currently in, allot some of that budget into making your employees look good/ incentives.

There’s a reason why our auto service industry is little looked down on by the public and these are subtle yet effective ways to fix this perception.

I'm trying to compile more ways/ ideas to change this perception, comment down more ideas below which will help me and fellow automotive service business executives and owners.