Itasca commercial secrets - car sales staff must read

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  • / Author: Aaron Lewis

America most outstanding dealers, 80 year old Bob Tasca, teach you how to be satisfied customers become loyal cult, so that your opponent can not......


Editor's note
In early 1980, American Ford automobile company crisis, reported a net loss of $3300000000 in 3 years. At the same time the company management layer on cast fire operation decided to pause, to clarify the company's "mission, values and guidelines". When CEO Don Peterson recalls: "we spent a lot of time on the staff, products and profits of the order, determine the personnel should definitely be listed as the first, second, third products, profit."
The management of the company Ford turn the tide is not in the creation of a new ideal, to a certain extent has been dormant for long Ford ideal inject vitality.

In 1916, Henry Ford said: "I think our car should not make such a staggering profits, reasonable profit is completely correct, but not too high. I argue that the best use of the reasonable small profits, sales of large cars...... Because this can let more people can afford to buy, enjoy the use of the fun car; but also because it allowed more people to employment, get a good salary. This is my two goal in life."

Ford buy T car affordable for everyone changed the American way of life, from 1908 to 1916, it is the car prices declined 58%. At that time Ford order exceed production capacity, could improve the price, Henry Ford but continue to lower prices, even if it encounters a shareholder lawsuit does not change. At the same time, he boldly employs workers daily wage of $5 system, is about two times the standard of performance salary.

Henry Ford's approach leads to "Wall Street daily" accused him of "even if is not a crime, but also make a major mistake on the economy. The newspaper said, Ford fondly hoped to improve society, "the spirit of the principles of injection where they don't belong", is a kind of extremely abominable crime. But the industry leaders denounced the "this is industrial society has always been the most stupid to try."

The famous business books "evergreen" of the company such as company summary look far ahead from a high plane. It can move forward, the fundamental factor is the core idea of guidance, motivation of the company, which is the core value and beyond profit sense of purpose.

Profit is essential to survival, and is a more important means, but for many Visionary Companies, the profit is not the purpose of profit, like the human body needs oxygen, real, water and blood, these things are not the purpose of life. But without them there would be no life. So we can think the idealistic nature of ideas - Visionary Companies's pragmatic.

The so-called "ideal pragmatic enterprise is not completely forget about making money. As Bob Tasca said: "with achievement to measure success, not the money. If a measure of success with money, it will occur in two situations: you will not meet, you will can't help to press the next customer, to make up for deficiencies. In fact, the money will come with a real achievement, not to."

Bob Tasca is a 80 year old Ford car company most famous dealers. He has always adhere to "package you satisfied" customer service idea, the results gained success. Bob Tasca in the pragmatic idealism value, and it can be said that Henry Ford come down in one continuous line.

Pragmatic idealism Ford Motor Co always implemented in its history is not. It has been a dispute in the 1930's and 1970's labor, smooth and appropriate models have explosion accident, but when the entire firm came to find the spiritual pillar of the company in the late 1980, again through.

Ford Motor Co, the remoteness of the Ford dealer Bob Tasca never wavered in its core value view meet customer demand. He firmly believes that: "when I can't meet customer in my profession, I have no reason to stay in this industry because I know it will ultimately fail."

You can almost say that Bob Tasca is the consumer demand of modern marketing theory of 4C really the first person to do sth.. He said: "you can say the people think of 'customer satisfaction' the noun before, I was in the car invented it kaftan."

Bob Tasca is the leading authority USA automobile dealers, but also USA automobile industry influential man. In late 1990, he let the core idea of customer satisfaction and experience into a Book YOU WILL BE SATISFIED (Chinese translated as "Blue Ribbon"). In today's price war is difficult to effect, customer satisfaction services only specious writing cars on the market, this book will let you be startled at.

"Auto Business Review" magazine conducted a rewriting of the book, from 2007 June, consists of three parts published in this print. The publication of the contents of the article are Bob Tasca's customer satisfaction business model is how to operate. Future two we will summarize the specific practices the card for customer satisfaction, provide marketing path of a visible to readers.

 

Bob Tasca

I started in May 5, 1943 in the automotive industry, has earned 40 cents an hour car maintenance worker, I was 16 years old. Since the age of 4, I have been in the car. The first time I repair a car type A Ford toy car. Since grade eight, I knew what I'd like to be. That year, our teacher asked us to write a book about occupation, this life we want what to do. I wrote: I want to be a Ford automobile dealers.

As a mechanic, I very early to know if you meet a customer - first fix his car repaired, on time, don't leave a butter - he probably will come to your car on the steering wheel. If you first don't fix the car, you have a dissatisfied customer. He might come back, but if he comes back, it is to complain.

Customer satisfaction for me is supreme. I'm in a local Ford dealer's 7 years, from the vehicle maintenance industry, the apprentice mechanic, car mechanic do used car seller, used car manager, and then do the sales manager and general manager, in each position, my goal is to make the customer satisfied.

Done so much work, I have become increasingly aware of any business secret of success is to get customers and never lose him. If you for him to fix the car, you should always for his car. If you sell his car, when he have a car, you want to sell his car. Now the card Lincoln - silent venturi garage at Tuskegee, we have a word about our client's motto: "until the debt will separate us." That is to say, as long as you can afford a car, we will become your car dealer.

By 1950, according to most people's standards, I have considerable success: I'm the general manager of a large Ford franchise. That year, my life, at the same time, two things happened: I got married and resigned. In fact, I am in the honeymoon to write his letter of resignation. When my wife told us home without income, she was a little scared. Why should I quit? My employer about customer satisfaction theory, but he did not go to practice. When the situation development because of company policy. I do not like the customer satisfaction degree that I want, I left. I left for a well paid position. I left a near to me as son.

I from the first day was not what's more important than meet customer. I can't fall asleep when my customer not satisfied, what I say is true. When I can't meet customer in my profession, I have no reason to stay in this industry because I know it will ultimately fail.

When I came back, I started my own used car dealership. Then, after a long time of struggle, I gained in Rhode Island Bristol sales Ford products franchise. In November 17, 1953, I became a Ford automobile dealers, become the most young Ford automobile dealers.

It is a small business, I opened only 1.5 employees, of which one is me, DuPont Co repair station rented a 80 square meters of office. I started with only $2000 in cash, the minimum capital requirements than the average Ford Motor Co less $30000.

When I opened the car, as well as the salesman and the general manager, I was a mechanic, in fact, I was the only full-time employees. At that time, most Ford automobile dealers are using community-based small business model. I have 35 cars sold a year, about 3 a month. In its first month, I sold 26 cars. This is almost the first full year quota. Two months later, I was in the bank has the right to $35000.

In December 20, 1956, I opened the garage in fixed East Providence Taunton Street No. 777. Soon, "No. 777" well-known among customers, Ford automobile company and the rest of the world Ford automobile dealers. In fact, it later became very famous, because in 1960, 777 year old to sell more than 7000 vehicles cars and trucks, as the world's second largest Ford garage.

In 1971, I sold Ford dealers, in remote Providence city opened Lincoln Schumer venturi garage. Lincoln and silent venturi automobiles in the local market share of only 1%. And I was in the first month of the play, I began to make money. The sales of Lincoln and Mo venturi about six hundred or seven hundred vehicles, but to the 1980's, we began the annual sales of more than 3000 cars. In 1986, Tasca Lincoln Romer venturi car sales for the first time in the top. That year, we sold 3664 new cars, and we garage design sold only 390 cars!

Taskalincoln Mercury car achieved enviable position in Providence City: we usually get a whole new market 12% ~ 16% share, while Lincoln and Mo venturi car national market share is only 4% ~ 6%. Our sales are more than the sum of all seven regions Ford car sales. Other sales chamber of Commerce asked: "Seekonk where?" They can't imagine the highest sales car should be located in the small, remote Seekonk (Taskalincoln Merl Hill Companies located in Massachusetts, Seekonk, just outside of Providence).

Incidentally, we not only have the advantage in the days are good. During the last recession, we share as high as 24%: at the 450000 people in the city, almost every 4 new car is a car we sell. When the automobile industry boom, almost anyone can make money selling cars. I'm not saying that we have the anti decay ability, but when the economy is bad we can better than others. That is to say, our sales may decline slightly during the recession, but the other car will get into trouble, some of which may go bankrupt.

In some areas of Providence that I haven't any opponent in the local and competition Lincoln and Mo venturi car, because I and Ford automobile company or Ford family sign a private contract. I told them, I had no opponent because I can let customers to one's heart's content reputation known eight party, so that nobody in my sales area to buy Lincoln or silent venturi from any other car brand car.

When I get off Ford dealers are also due to this reason. People think that if Ford dealers is so successful, I will sell it is a fool. But I have my reasons, I don't want people to say I was entering the automotive industry's sons: "you to me to build the business firm, and he gave it to you. This is the reason for your success." I hope they can "win" success -- they have managed to do. At the same time, I want to start again, in order to perfect for the marketing methods of customer satisfaction for me. The results again I succeed.

The summer of 1994, when I sold 777 Ford dealers have already closed, I decided to run it again. When it collapsed in the Providence area, the seven Ford car 777, customer satisfaction rate and sales are the lowest. 9 months later, in 1995 June, we have Ford garage building up, the customer satisfaction rate ranked first, sales ranked second.

How do we do that? The buildings were in addition to repair some much-needed (former owner, not investment to modernise). Many people still before, we didn't fire anyone. We accept all willing to work for us salesman from former there, we use the philosophy and practice of our re training their. We also retained some of repair technician. What has changed is the business plan and to support the plan of commercial practice. We use before we created and to be fine tuned in the years of those principles.

In short, the reason venturi car successful Tasca Lincoln Schumer is very simple, "Let customer satisfaction". You can say in people think of "customer satisfaction" this noun before, I was in the car invented it kaftan. In general, the merchant -- any industry businessman if not by our customer satisfaction business plan, will find themselves increasingly unable to participate in future market competition.

 

The pursuit of profit business model

Most businessmen and believe that it is not only some car dealers, hope the feasible plan is to focus on a product. They will ask: "I sell that product can earn much money?" This way of thinking is what I call a "gross profit business model". If there are many goods available for consideration, then they will ask: "what kind of profit is highest?"

Most traders focus on the next thing to do is get in each transaction market maximum effective affordable. I happened to be from this practice is widespread in such a industry. In the retail car, each transaction price may be different. It is no exaggeration to say, every customer treatment are not the same, this is about to see his personal bargaining ability. Retail dealers is one of several industries There is not much left. sometimes still like a fair trade to the Middle East countries for a supply of sth..

General business through to a number of different prices for the same product sales to its total market segmentation. High values in each transaction to store brought absolute profit more, sometimes also brings relatively more profit. Follow the Maori Business Model with low price to attract customers door, and then let him choose higher priced models or raise prices in the delivery. You can set a very low price, even below cost, no matter what the price as long as the customer to the line, and then in the shipping when you may find a reason to raise prices, to tell customers either to accept this price, or don't buy, is often customers want a new car so he can afford the price, and will pay the fare.

The third things most businessmen attention is their business and customer cost, it and the price and cost of goods together determine the margin size. Low cost method is used to keep the company sales. Service fees, storage fees and for goods returned to the limit is directly affect the obvious method for customers.

I always feel strange: willing to spend a lot of money in the factory equipment dealer is not willing to satisfy the customer have to spend a penny. I guess the enormous, impressive building is very decent thing, or, may be large building can give customers a sense of security.

Now most of the customers are very good at bargaining, in fact is also very low, so many dealers selling cars are actually losing money in. The car dealer must rely on the automobile finance and insurance to compensate in car prices on the money back. The first approach is encouraging customers to buy long-term mortgage, generally 4 years or 5 years period of auto loans, so the car dealer can earn the wholesale and retail loan interest rate spread. The second way is to sell insurance or something they don't really need something to customers, such as the primer, it is not only the need of new car, but also can be harmful, it can block the discharge hole on the floor.

The gross profit business model dealers reached its gross profit target, he started from the customers who have the largest margin of single transactions. That is to say, he in sales at the same time is almost a one-time access to him from the customer lifetime profit trading in may.

But by the customer in debt and make it practically from the new car market for 6 ~ 7 years. Please think about it, the customer in 7 years, how can come back to the same dealership to buy a car? So the traditional car dealership to customer loyalty is far lower than 20%. The dealer has lost customers for life opportunities, and customers are lost every few years than 7 years can be used to drive the same car to spend less money to enjoy new opportunities.

I believe most car dealers and most businessmen will generally fair guests, they like to have to one's heart's content customers, why they can not? Because they don't know how to have the customer to one's heart's content. Many businessmen are caught in a trap - Maori trap. They are trying to make money through price competition, but suffer a big.

Now most of the car dealers did not earn much money, some of them actually gave them should be obtained in each sales in the reasonable profit. Does this mean that when dealers began to earn a reasonable profit, the customer will be compromised? Not so.

 

To satisfy the customer's business model

In Itasca family dealership, we acted out of the ordinary. Here, a car you buy can not spend too much money, we sold every new car have pricing. That is to say, if our car has 100 car assembly the same GS silent venturi Martes American cars, each car prices are the same. The price so that we in the first transaction to obtain a reasonable profit. Our financial and insurance sector is the customer service department, we in the automobile finance makes very little money.

Menu pricing is not only a concept car dealer. Broadly speaking, I advocate is any business with a uniform pricing can obtain a reasonable profit. He thinks, all charge the same price for everyone, don't try to knock off to make up a customer in another customer lobby cheap gift. For businessmen, this means that no price competition (that is to say, not because can not afford the discount and ruined himself).

Internal contradictions we will not be in gross profit business model. We don't compete on prices, there is only one kind of price, we do not need to cut the price to beat the other dealers. Because we do not price competition, we do not attempt to obtain the maximum profit of each transaction. We will be in each transaction to earn the same reasonable profit -- call it gets only a portion of the profits once, don't we try to get a one-time lifetime profit.

What we do is to obtain a reasonable profit on the trade front, obtain reasonable profits in the business back-end services, and we expect to win customers to buy a new car. Today, I can say without mincing words statement: you may not use price to beat the cards. The only way to beat the card family is doing better than us, but it will be difficult to.

If not for the price competition, how can we compete? Itasca has two strokes. The first one is to communicate with people rather than just selling. While I love and my customers face to face transactions. I like to tell customers about my car and the car of the story. Second trick is to provide substantial content, rather than price. We only ordered a performance to the people who need it most and resale value of customers the highest car. That is to say we provide is the substantial content and low driving cost, rather than low price.

Low cost use time can always low prices at the beginning of the victory. If possible, provide something unique in the establishment of a product or service basis, put your unique relationship between relates to you and your customers hand. About your business stories, express their lifelong low cost information, rather than trying to compete in the low price.

We are not sold at the cost price of the car, we aimed to meet the customers access to a reasonable profit, we obtain a reasonable profit in every sales. Many new car dealers on the market today in the sale of new car are actually losing money, that's too bad. Most of our dealers should make reasonable profit. Unless a car dealership, and any other business - to earn a reasonable profit, otherwise, it could not meet its customers.

This leads to what I think the most core business principles: to meet your customer, regardless of what price. When the customer first entered the shop by one of our receptionist reception time, we meet the customer work begins. We must make a commitment to the customer, he will be to our products, our sales and our service personnel feel one hundred percent satisfaction. If you are not satisfied, and we will return the money to him. If the car is out of order, we must solve these problems; if we do not solve these problems, we will put the car buying back.

Meet customer price is high, but we operate the world's best efficiency Car dealership to make up for the cost. If you want to meet in a customer based business developed, you will make a lot of people happy, you need to sell a lot of products, at the same time to shorten the cycle of transactions, in order to obtain enough to make up for the customer the cost of sales. Otherwise, you use my method is not likely to make a lot of money - no matter what business.

Please remember to: customer satisfaction is not satisfied with the return rate is 8 times of the customer, but also very likely to bring your friends. It is so simple. Low price customers shop will forget, the most important is to satisfy the customer, only in this way, you can almost always beat on low price, you also create lifelong customers. Customer loyalty our rate (defined as the actual repurchase act) was kept at about 65%, (the only reason this value is not high is that some people just want to change, they want to drive a different car). In contrast, the general new car for customer loyalty the average rate of less than 20%. This almost everything. The difference between satisfied and dissatisfied -- about 80%.

We always stand in the forefront of the future makes the high sales, high customer satisfaction rate of automobile retailers. We than the general automobile dealer more executive margin business model wants to retain the retail profits. In fact, I will end up more than they earn, because I will have to repeat business. For our competitors, they may not be able to support long. We give the final product value-added carmakers could never do. Because we and client relationship are close, we know how to meet their.

 

A simple business philosophy

From the start, I shop success is built on the basis of satisfying the customer. I still remember the other dealers and Ford Motor Co directors visit I had asked me: "what is the primary cause of your success?" I replied: "meet customer." "The second reason?" "Satisfying customer." "The third reason?" "Satisfying customer." They also asked: "isn't it a successful method of others?" I replied: "there may be, but I don't know."

If I knew that my customer not satisfied, I couldn't sleep at night. Most of the time, those dealers to seek experience to me are not satisfied to leave. Why? I want them to send me the definition of "customer satisfaction" as bring trouble on oneself and unnecessary spending. They would only sell products. They think, business once reached, customers will have the products, then let him go for the product concerned, why should we worry? After all, we have a lot of problems.

I have already told you, the most easy to sell customers you have to give him the satisfaction of the customer. So I think those dealers and managers view above my lift is bring about views. You first meet customer - even if he is not your guests, and then he will probably one and again, again three to buy you things.
　　

Meet customer business model greatly simplifies the business life. First, it means that you make to solve and customer related issues and less time consuming, because the basic decision has been made: to meet customer! Now you just need to find to meet customer's method.

Second, it means you can let your colleagues to deal with more problems, otherwise these questions will be up to you to deal with. Why? If you follow the gross profit business model, then, when customers complain, you will measure the complaint in Maori balance. You will begin to ask themselves: if I meet the customer to a certain extent, its cost geometry? I could spend a little money to get rid of how little this baggage? If I try to answer the requirements of the customers, I can earn my money back? How long does it take to get my money back?

Most of the time, you may decide to: best practice is what also don't do. Or, you may decide: the best way is to make the smallest sacrifice - to get rid of this burden. Once you pay attention to meet customer cost, you would never do. You will have to do is spend a lot of time to consider all the possible outcomes and the amount of profit to you. You will be an easy job to be the problem down.

So, what is the alternative? You can't trust your employees to do the thinking for you. The reality is they are more willing to care about customers, but that may make you pay a high price. If you don't do it myself, you have only one choice: to hire a manager, and perhaps an employee for you to consider these questions.

These people were called "customer service agent". They are employed as traders worried about its employees will sell the store. The customer service department to handle customer complaints according to company policy, the policy is to limit the cost of customer complaints. They are experts of low fees for handling complaints.

When you hire a customer service department, do you have any achievements? The most obvious is that you greatly increase your business management costs, and you have done all this is in order to protect your total profits. You may find that you are doing is to keep your total profits continue to grow, and the total sales of your has entered a low, because you put the most easy to sell customers away. Of course, your total profits will decline.

Itasca Car dealership without a customer service agent, on the contrary, we only do two things: one is to satisfy the customer; two is to meet the customers at the lowest possible management. We don't waste a lot of time to consider the cost, we just do it. In our dealership, everyone has a blank check to meet customer. You might think this sounds like the car cost, but in fact is not true.

To meet the customer's money still need to be approved by the. The way to solve the problem is this: the reception and problems with customers salesman or repair assistant, he calculated to meet the needs of customers to spend money. Then the salesman or repair assistant to a manager or I am here to apply for approval. We only ask a question: "this is to meet customer needs? Are you sure about that. If he is sure of, we say: "to do it."

We do not control our colleagues to deal with customer's cost, we only control customer satisfaction or not. If a colleague to satisfy the customer has a good record, we wouldn't be asking about spending even a great amount of.
 
"Pack your satisfaction "is not easy

My colleagues and I know, want to in the fierce competition of the market to sell the products to the customer, we must have an advantage, must have the others did not. What we have and are using the "pack your satisfaction". My colleagues often tell me that they feel the burden, they know every day to fulfill this promise. In Itasca dealers, our commitment to customers is like a marriage.

Itasca initially service commitment is "we provide repair service for you", later changed to "here, we will meet your". Opened in 1971, Lincoln - silent venturi also promised to "package you satisfied", finally added: "pack your satisfaction. We will either fix it or replace it, burn it, either. Please take the match to." When you and Itasca when doing business, you don't have to worry about. Anyway, we will take care of you.

"Pack your satisfaction" may sound a little too - a gimmick. But I assure you it is not. Blatant hypocrisy is we cannot tolerate, I think most business can't tolerate.

No matter what meaningful standards, over the years, we are the world's most successful Lincoln - Silent Hill Lee Teuk Xu dealership, we obtained the highest customer satisfaction rate, our sales volume has been ranked the top ten. Although our geographical location is very poor - in a remote small town, we still have that kind of success. Lincoln: We silent venturi shop customer satisfaction score of 10 points in 9.8 minutes. Tasca Lincoln Schumer venturi garage is located in the Providence area, 84.6% of the respondents are willing to come here to purchase a car.

Think carefully, every year, we only do two things: the sale of a large number of products, lets many people be happy. If I happen to make a lot of money in the retail car, but I think I do any business should also be able to earn a lot of money. The reason is simple: the automobile industry, the world may not have a satisfied customer is more important, more difficult to do business. Do any business, you have to meet the customer. If you can let customer satisfaction, that where you can let customer satisfaction.

If you are not a retailer, so you're your industry value chain is a middleman or manufacturer, you will like me as your customer retailer. How do you treat us? You should treat us? Please remember: in the life, each people all have the customers, is a customer in the value chain of a link.

Customer satisfaction theory generally applicable. No matter what you do, your hospitality is crucial: fair to him, always meet him - no matter what; if you are not sure how to deal with him, is to him as his parents. Every business, not just the car dealer or other retailers, all need to understand the general principles to meet customer based business. If you don't understand, so those who know your these principles competitors will be alive you.

From a Western dealers are very enthusiastic to the management of the card. He asked me whether I can use our motto: "pack your satisfaction". We can say that, but to remind him to lay a solid foundation before starting to create customer satisfaction enterprise. A few months later, he came to the phone said to give up efforts.

"I'm in trouble." He said, "I am as you style menu prices published an advertisement in a newspaper, just changed some signature. And the dealer down the street is playing at a lower price, forcing me to reduce the price. He beat me. I saw 'pack your satisfaction' advertising, but nobody believes me. I really was defeated. Finally, I had to give up, and go back to the past, to do business as others do."

Itasca car really can not follow the one's own knack in? The answer is no.. You can run a customer satisfaction enterprise where, but it takes time and effort. You need to understand a basic principle: you can't overnight never inflow into Tasca.

Also remember, satisfying the customer is a constantly moving the goal line. When you are in improving services at the same time, other each engaged in it are also improved. You want to the pursuit of continuous improvement, otherwise it will fall behind.

Once you get the basic trust, you can formulate a unified price for a product, because you have to tell the story now, can use you have established trust relationship can make money. Then, you can start after the continuously moving line. Otherwise, you will only suffer day.

 

Why refuse multi brand sales

Until recently, I never run more than one retail business. Even now, I only have two, and we do not intend to open more firm. To some extent, I agree to withdraw Ford dealers is to make the Tasca family's next generation development in the car space.

People often ask me why not an operating a variety of brand car sales, many businesses compete with each other in the business? In fact, now the merchant thought that running a chain or as part of a chain is the only way to business success. They think, whether in manufacturing or retail industry, its scale is the answer. I think I is living proof that this is not the case.

You could have been successful with Dalian locksmith or larger manufacturers competition -- if you can offer some unique things and make your customer satisfaction. You know, I just love neat little shop. I love small manufacturing. Over the years, more than I run a business that make more than most people manage many firms earn money. I can do it, not by trying to make a lot of money but by making our customers are satisfied with the.

I'm not a giant, firstly because of my customer satisfaction principle. If I sell several competing brands of cars, so when my customers asked me what kind of the best, to tell them that I have to, then the other brand managers are not willing to. You see, strictly speaking I sell the car not to earn a lot of money. I sold my car because I like to sell the car, if I doesn't like a car, I don't want to sell it. Over the years, there have been some Ford automotive products I refuse to sell, until they get the appropriate improvement.

For example, I am a tycoon, can provide 10 kinds of products. For example, you come to me to buy a new car, you asked me: "Bob, which one is best?" I have to tell you, the 10 car in a car to sell you, apparently. I will not put the other nine cars sold to you. The results, I think that is not the most suitable for the brand of car you will sell very poor. Therefore, overall speaking I'm not a very good seller.

I'm not tycoon also because I love close to the customer. I am not a tower of ivory board. I closed myself. I've never used a secretary. I answer all my phone, rather than choose ground. I never refuse to return phone calls.

Perhaps this is stupid, perhaps as a general manager of a big company commissioned to do more for others. I will be a big loser. Maybe this is why I don't work for a large company: I love in front of. In the garage or Kaftan Lincoln silent venturi car, my clients know that if he is not satisfied with words can bring a problem to me, I will meet their needs. Of course, understand the customer can make me have more success may -- which I call the bet results on speculation, I know what my client wants to.

I'm not tycoon also because I believe that commitment. Multi brand franchise can become as fast as the game of marriage and divorce. A marriage of convenience is convenient to the end. If my business just to obtain profit, so today I received many products can become tomorrow discarded unsalable goods.

I am more than 50 years and Ford automobile company, I will continue to support the Fu motors until death do us part. (I married 45 years, but also with the same woman.) Of course, when Ford Motor Co have also not the best product, but fortunately now is not as.

When everybody urged me to accept the other brand, I followed Ford. Please remember, no company can have the best products year after year. I'm still devoted to the Ford, therefore, I can help Ford Motor Co improve its products.

I basically is engaged in exclusive franchise business, operating with one or two stores, because his is very important, and this is a very comfortable I felt devotion form.

 

 

 

 

 

How can I let customer satisfaction

 


Because I had climbed "pack your satisfaction" ad, a special requirements of customers to call me, said she is not one of my customers, I can help her? I said: "of course you can"

Bob Tasca (American famous automobile dealers)

On a Saturday in 1957, early autumn afternoon, I was busy repairing a customer car. At that time, although I hired many mechanic, but still I personally to the customer. I always than any other people to work harder, and this Saturday is my duty. So, I'll be there.

I clearly remember that day. It was a bright, hot summer day in September, the weather is so hot, so that the repair area outside the tarmac has become soft, you can see the heat rising off the pavement and. When I wipe the sweat on the forehead, looked up and saw a brand-new car turned into the garage, the speed is still fast, tire or scream, billowing white smoke poured out from under the hood.

The driver of the car suddenly stopped when I was repairing a car, I immediately knew that he must be a man of Ford Motor Co. The car was a test, only the director of the Ford Motor Co to own a car like this. I'm sure the car was an Edsall prototype -- Ford Motor Co for the new masterpiece the upcoming 1958 mid price market ready.

The man out of the car, walked up to me. "Dude, I'm lucky, you can find here on Saturday. My car overheated, and I'm still in Cape Cod this weekend to attend a wedding. I'm late. Can you get the car?"

His every word and action have expressed anxiety, he be in a hurry to depart -- he is to issue orders left and right.
 I don't have to open the hood can immediately see the fault is not easy to fix the car. I confirm that the car is a Edsall prototype, which means I can't just replace some parts, I simply do not have these parts. "I can fix it for you," I said, "but I still can't fix. But, I will tell you, what can I do for you. You told me you want to go to the Cape Cod address, and then take my car. I fixed your car tomorrow morning to send you. Then, we can put the car back again."
 "You could do so much for me?" He asked.
 "Of course," I said.

So, the man drove my Ford sedan away. I don't even know his name. Nevertheless, I do not have to worry about -- after all, his car to car worth far more than i!

Saturday morning, I ask whether my wife would drive to Cape Cod ran a day. She said she would test the car, so we sat in the directors of the Ford Motor Co, to one of Cape Cod's biggest manor. The doorman told me that my car where manor. I have a key to spare, so I left his car, drove away my car. I did not think of this thing. Exchange car is just a little thing for my customers.

After about a week, when I read the letter, I came across a letter with a special envelope Ford automobile company sent letters like mail, the envelope write: "the car was Ford CEO Robert Tas Mr. card." The letter is Ford chairman Ernest Buri wrote that he was on the same day, the customer.

I smiled in a chair. People often ask me how to top management personnel to the Ford Motor Co have so much influence, this is how it all began. I said I was adopted to satisfy a customer - a not from here, bought a car, apparently never bought my car and do it.

I never thought I would see the man, I don't care about it. In any case, I meet him.
 
To find out the measure

How are we out of the ordinary? I learned long ago to our service is not satisfied customers may not come again, whether car or buy a new car.

Unique to our prima facie on how we measure the outstanding service, in Itasca car, we only use one thing to measure our service: customer satisfaction. Customer satisfaction is related to all. If the customer is not satisfied with, no matter what the reason is, we just can not provide quality services.

In our shop, no one on gross wages, our technician and manager's income is salary plus sales and customer satisfaction bonus. We have one of the enterprises, little world here, a repair technician can actually work less money, because meet some experience customer is never do any unnecessary work.

So how to measure customer satisfaction? To find a reliable criterion is very important, because, in the final analysis, I respected customer business model is based on the customer satisfaction, can be the basis to measure the.

The gross profit business model has the advantage of familiarity with, everyone knows how to count the money. Judgment is gross or net has become a very fine accounting procedures. I certainly not suggesting you throw away all of that to meet customer's business plan. Finally, we are by the financial situation to decide our life and death.
 
Perhaps this is why businessmen to meet customer business model will have one of the reasons why so much trouble, because it means that to be a consideration for your business to new, strange measure. A typical response might be: "what, according to the degree of sense to run my business? Never do!" But Taskalincoln Mercury car and the car is doing the kaftan. I want to add, and very successful.
 
In the measure, is not enough to measure the overall feeling of customers only, although it can do and should do. You need to put the feeling into drip. If you fail to do this, when the customer said that they are not satisfied, you can not determine what is wrong. If you can't find out what was wrong, you can not solve the problem. If you can not solve the problem, then, you will not be able to do business in the customer satisfaction based on.

Therefore, the key lies in the experience into a bit, then measure the dribs and drabs. Can do this? Certainly. It can be like a financial statement that reach the absolute, arithmetic like exactly? No way. But its accuracy has reached enough to run a customer satisfaction shops according to the results of standard.

Measure customer satisfaction is very difficult, because the customer can not satisfied with the products, but also to dealers dissatisfaction, or both dissatisfaction. Or, the customer may have the man of whom I speak of the problem, and no product or dealer. Continuous access to higher customer satisfaction rate is so difficult, the reason is that: you can do everything, the product also no problem, but you are still not satisfied customers, because his problems on his own.

The customer to the general store in two aspects or satisfaction, or not satisfied -- sales and customer service. So, any reliable customer satisfaction measure must contain three components, effort and customer service must measure of product, store sales efforts of the Ministry of. However, when the customer is not satisfied with, this may not be sufficient to identify the problem. You also need to know exactly what the customer happy or unhappy in which these three stages.

The trick to determine the happy and unhappy categories -- not too specific, and don't be too general. Then, these categories have become common standard, you can use it to compare each class you market customers, and analyze how to catch up with your competitors.

How can you understand each other customers is how to treat you? Investigation of their. Founded in the early days the Kaftan dealers, our "investigation" can be attributed to the direct, simple, informal ask guests. A few months ago, was founded in the Kaftan car, when I was a full-time employee car only, I collected data about satisfaction. We even opened three or four years after the formation of the classification of our guests, and mailed questionnaire.

 

Your strength is not possible without this information to the investigation. When your business is expanding, adding more colleagues, you also need to make your measure skills more regular and orderly. Investigation of the customer satisfaction index of our situation and our possibility as a shop success together, they are listed in the "important customer satisfaction index" commercial success in the table, can be used in any store sale of valuable products. Please note that our focus: after sale service and loyalty to my shop.
 
In the early 1950's I have learned that, if the customer service can quickly catch up with, he will probably become a satisfied customer's repurchase. This can be traced back to a basic principle of customer satisfaction to customers: if you show that you care very much, though not all reach the acme of perfection, he would probably forgive you.
 I had also learned, recommend to others we are show

A powerful index of customer satisfaction and loyalty --, therefore we also investigate this problem. We also investigate whether customers are willing to buy him like brand from us. You know, most of our customers is away from us, because we do not sell them to the brand, they just want to change a product.


Of course, we cannot as they change our choice, because we are loyal to Ford automobile company. But we do want to know if they want to buy a Ford brand cars, whether they are willing to buy from us.

One time, I suspect that some dealers in buying customer satisfaction score. The distributor is how to do such a thing? Is very simple, when a customer first come to car, dealers have to do is two things: for they don't money things (such as free gasoline and the replacement of oil filter) and "help" to fill out a customer satisfaction survey. We don't do that, because it is a lie, and most other dealers also won't do. Most importantly, when you do so, you cheated on your own. But some dealers do this? Because they want to give manufacturers a good impression. If the impression is not good, manufacturers will punish them.

I don't know whether you realize it, all such as J · D · Power company and the "consumer reports". Customer satisfaction scores are measure individual report type. You must always remember: a customer survey voting not one hundred percent objective. On the contrary, it reflects the relationship between customers and products or distributor. It can be a love / hate relationship.

No matter what kind of relationship, the subjective affect report guest to faulty. It is said the guest to lie? No, this means that the relationship between the language different from the language of engineering. For example, if your wife cried she hates you, she might actually want to say she wanted to meet you, you ignore her.
By the way, for any businessman, a measure of customer satisfaction and a strange way: the judge of your customers from far away. We have come from so far away places such as Cape Cod, the customer - more than 70 miles away. It should be explained what.
 
 Repair of the story

A woman bought a Lincoln Continental there from another dealer in new England. She drove to the south for the winter, where the fault of mechanical fault - a high repair costs. That car warranty, but she was told it must pay cash, then to the driving her car send the bill to the Ford Motor Co, the company will refund the money.

When she returned to new England, purchase a car dealer refuse to take the fault liability, said must go through the South car for her to give her money back. She phoned Ford Motor Co customer service hotline, said she can do it, but it takes some time, because of the need to collect all relevant information.
 Therefore, she call me, because I was on the "pack your satisfaction" advertising. Even if she is not one of my customers, I can help her? I said: "of course you can."

When she went to our store, I paid the money back to her. I told her that I was sorry for what had happened and none of this would have happened, let me take back the money from the Ford Motor Co where the task. She satisfied? Must be satisfied. It's not my fault, not the Ford Motor Co's fault, but anyway, I told her. Even if she wanted to go around a long way.

But since then, she drove us to repair. Other dealers to their customers to me to fix the car, I am very happy.

Our service personnel know they must satisfy every customer, they also know that they have a blank cheque can be used to satisfy the customer, we will not give them the right to let them take responsibility.

 

It includes five negative Commandments (that is, you must not do) and five positive Commandments (i.e. you should follow). Everything begins with the first commandment: never, never a customer. It is never just a product or a service customers received money and take advantage of the customer. Do not let customers pay for her or he don't need.

If you worked in a restaurant to eat a bad meal, when the manager promised to the next meal to your offer price, you will come to the restaurant for dinner? No, of course you don't. You cannot use the dollar "buy" back customers, you have to get her "win" -- the back than you first meet her much more difficult. Is so difficult is that dissatisfied customers and will never again from your past the gates. Therefore, you would not have a chance to sell her, no matter what the price.

Do you think you can never fall back you were wrong to customers this misunderstanding. It is not possible. You may think you have enough customers without having to treat them. In some enterprises may think you have enough of the customer, I'm not sure. I only know that in our case the line is not so. In today's increasingly competitive world, if a customer first visit when I don't treat her (him), then people will be kind to her (him).

I know that in this line there is only one way to do that "customer satisfaction first ring" to be implemented, it relates to how you to workers, including your own colleagues paid. According to the sales and customer satisfaction and not to pay the salaries, never on gross profit percentage to pay, which is the second commandment.

When I first started in 1953, my Ford Car dealership, I made a decision: I never percentage in my line of gross salary, on the contrary, I just take a small salary, they do not take on gross profit percentage fee, it is to avoid the customers to make more. The temptation of money, I have no gross margin percentage according to my colleague pay.

You may ask: This do not eliminate the dynamic work hard? This is not in fact do not allow employees to your advertised to gamble on the result? The answer is no.. In Itasca dealership, we created was established to meet the sales and customer base, rather than on the basis of the maori.

Chapter three -- never tell customers beyond -- which reflects the main guiding ideology of our repair service. If the customer has a concern for products, general repair service department will send her to say: "that is normal." In the US, there is no such "normal". If a customer has a problem, then, she is to have a problem, we will solve the problem for customer, never tell the customer unrepaired. If we can't fix it, we will replace it, or when you put the product after buy burn it.

We do not promise to customers we can't keep. This is the fourth commandment: never boast promise, should always work well. This discipline and commitment and honesty. If the customer know you really try, did not lie to the customer, the customer may be satisfied with your efforts, even if she (he) should spend more time, more running road.

In chapter five, never to worry about the profit from two aspects involved in our business decisions: Pricing and customer satisfaction. Don't consider our profit pricing. We ask ourselves, we can obtain a certain profit from these prices? On the contrary, we should consider the customer pricing is reasonable, then we will not change the price.


We don't expect the customer to pay money to make up for their business profits. This is contrary to many manufacturers. When the profit forecast new product less than what they expected rate of return on investment, they often do? Inevitably, they will raise the price of its products, because of their statistical experts told them that this is the only way to bring enough money for their.

What would be the result? The car running to the warehouse became unsalable goods, their price is too high. At this time, such as running a lower than envisaged sales of factory, their management fees began to devour them, therefore, after suffering the cost and loss of pain temporarily closed, they also launched special sales plan to be away its customers, to reduce expenses -- not the retail price, but spending. Too many companies did not start according to market pricing.

Some of the personal computer and office equipment manufacturers also occurred in the same situation. Such as the world famous IBM company and Xerox Co. Sometimes they forget only first reached a certain sales to obtain a certain profit, their overpriced, "manufacturing" a certain rate of return on investment, but their products are on the market failure. Then, they had to use reduction method to activate the unsalable products, but its price is the huge cost of sales.

In these cases, the customer's situation is how? They pay more attention to the transaction itself, rather than the manufacturer or brand. So everybody will damage the benefit, which are derived from the result of the pursuit of profit.

What is the answer? According to the market price for the product and the results. Bet you can find a large number of product sales and greatly improve the production efficiency of the method, in order to reach your expected sales can earn the expected profit. Although the enterprises run by financial professionals, but manufacturers often seems to forget the basic principles of Finance: sunk cost and pricing decision. You used to product development funds have been spent, does not exist, it has not changed. You would never pass to the products of excessive pricing, which included the back part of the money. It is a statistical expert, could never work. You only through the sale of a large number of products, let a lot of people happy to recoup the money.

If you intend to make the customer satisfied, then forget the profit is absolutely necessary. The reason is very simple: if you make yourself look to meet a customer costs, you will beat a retreat. We meet customers never want to save, even though we do. For example: if you came back and said "my wife hates the color of a customer with a new car". We told her to change a car. Since 1950, we have a seven day refund policy for all cars sold; if you doesn't love, no matter what the reason is, put the car back, we will refund the fare. If single you dissatisfied with a repair charges, think the price is too high, we will work with you to determine a reasonable fee, we will reduce the charge.

The above methods and how to apply to your business? You need to make a promise, and the promise. Be sure that you will satisfy every customer, no matter what its price; and then do it.

The five Commandments is to satisfy the customer's positive discipline that is you must always do, but can not be avoided.


The Sixth Commandment -- always guests such as the customer -- requires you to meet the needs of customers in your front end to get profit. You must ask: what is the true customer demand for the car? Instead of asking: how many cars I can sell to customers? In other words, you need to make the deal for the buyer, not a manufacturer.

An example. A woman one day called me, she bought a Lincoln Continental from another dealer in the region, but the seat is not very suitable for her. She told me that she drove the car seat is very comfortable, but the car she bought was not comfortable. The dealer refused to help her and in Florida for the winter time, one where the dealer is not willing to help her. She let her to sell the car that dealership. Saddle plagued her for a year. She was very angry, she spent a lot of money to buy a car, she asked me: she is not from me to buy the car, I am willing to help her? I said: "of course."

I studied her problems, make clear the car seat that she bought a long. I'm free transformation of the seat for her. After transformation, better off than before, but still not ideal. I marked a price for the new seat for the car, not cheap, I told her that if she bought a car seat, I can free -- service charges on my account setup for her. I also calculate her discount buy a car with a seat she liked the new Lincoln Continental. Do you know? She bought from me. She is very happy new car!

You see, the matter that we meet customer reputation reached her ears, we told her that we mean it: you will have to one's heart's content. This does not mean that the car ruined, but means that the fairness of hospitality, even if it costs a lot of money.


The seventh commandment -- always give each customer with the same fair treatment. That means if you sold 10 cars in the same car, in the same transaction stage then, all 10 car prices are to be the same, in this way, a part of consumers will not because the other part of the customer will be unfair treatment for a supply of sth.. Otherwise, you are to some customers, to make up for the loss in the other person's profit.

The pig - always in the absolute minimum management take care of customers. In our company, every colleague to fully meet customer. My colleagues know that if they don't meet customer, I have to meet, and the expenses because they do not meet customer and count on their heads. The higher the management class, meet the customer's cost is higher.

The ninth commandment -- always try to make things a do. This should be your colleagues for sale or repair work objectives. You won't always succeed, but customers the most annoying than for the same question again and again to run back and forth. We will tell to run back and forth several times but still dissatisfied customers: we will change a car for her. As long as she is happy, not to hesitate to.

Our experience is: one, the biggest reason things first not completed is no attention to detail, satisfaction is in the details. When needed or customer we sold the car complaints, can often be attributed to someone on the details of the bad attitude. We have to lay off some technicians, although they are good technicians, because they do not know to return the customer a clean, no oil car is so important. If you are a plumber, this applies to you: the first time fix the faucet or appliance leakage, your customers will be lifelong patronize you, especially if you do not leave a mess for customers to pick up.

The Ten Commandments - accept occasional failure. When your undivided attention to make customer satisfaction, you vulnerable. Some customers will bully you, for your cheap. Into the door in 2% of the guests, you absolutely can never satisfy them. Could not meet their. This is true for any enterprise. Your customer in 2% will continue to come here seeking the lowest prices and the complaints of your products and services -- even price to sell. They are "price only" -- those cheap for all of its consumer enthusiasm of people.

To accept this fact, they are the "common disease". The best way you deal with this problem is to intervene on things from the start. Of course, you are not upset, you must go on, continue to give and pay the price. Most of my customers just wanted to be treated fairly. I will occasionally fail, but in the end, I know I can make a lot of money in that way, I will be able to sleep at night.

Midnight in the emergency room

A Jaguar car to car Itasca routine maintenance. It is seven thirty in the morning, the consumers are worried about whether his car to repair is completed, in order to own 9 of its first business visit.

He had not had time to sit down and drink a cup of Coffee, read the morning paper, repair manager came and said to him: "do you want to do maintenance has been done."


Please don't misunderstand, we repair department has a blank check customer satisfied, this does not mean that we try to use the cheque book to let customer satisfaction. Obviously, for the error and refund is bankrupt, but not meet customer. We have to do is if possible, first time efficiently solve problems. When we must satisfy a customer, this can enable us to do extra work.

For example, recently there was a man called, when his car was sent for routine maintenance, we forgot to give his car door hinge on lubricating oil. This means that he felt he had to once again. He is not happy, when he came, we all gave him back the money. This is to meet his price. Please note: we are not just for the customer to make some adjustment, we will ask how he wanted to be satisfied.

For example, a customer to the bank said his car had a strange sound. We can tell him: "it is normal", but it can not solve the problem. On the contrary, it may be because he "heard" the voice more and more bad, he would think that we despise him. So instead, we will let him repair assistant listen to that voice. Then we will know exactly what is the product of the problem, or a person, or, in fact is a normal voice.

If our repair assistant doubt that is the problem, he would still make a technician to check the car. Then , he can tell the customer that we didn't find any problem, certainly not what a dangerous problem. Here, we have processed some real problem, namely the customer to worry about his safety problems. In the extreme case, we will even take his car, or give him another car, if we think that will satisfy him. We will also tell the customer, if he thinks that the voice is more and more big, he can come to us. We will not take him a penny, because we don't know what to do.

Auto repair shops, there is a kind of behavior is forbidden -- do not need to do. This is to satisfy the customer first commandment in repair department: never, never a customer. We solve the problem of people free, for those who have problems of customer, we're not his car to make any unnecessary processing.


Does this mean that is completely altruistic? Not at all. We also would like anyone else to earn substantial profits, in fact we have done. However, in our case mentioned, do not need to work in fact take us a lot of money. If we do a satisfactory job, we may also cannot do what is necessary to arrange, good, can generate profit work.

If we do those unnecessary work, so in this work, at least we alienate two guests: whom we blackmail customers and waiting for the customer. To ensure that we can abide by the first commandment, not extortion customers, we don't give to customers who pay the sale of spare parts. This principle is the use of the second commandments: not according to the percentage of profit paid.

The last rule repair department to encourage a positive behavior: there is a behavior to keep - attention to detail. This rule is used to satisfy the customer the ninth commandment: always strive to first get it right. In the final analysis, we failed to provide better customer service example, mostly because of lack of care can be traced back to the details.

Some people may think that we too keen attention to detail. Because before the car back to the customer, we have three people make the car check: repair technician, his head and repair assistant. Even so, sometimes we make mistakes. When we make mistakes, we need to compensate for the inconvenience to the customer, when the customer satisfaction, colleagues also due to meet the customers get a reward, car dealerships to make money.

Please note the order here: customer first, colleagues second, car finally. This business plan and Maori sequence in the opposite. As in the business plan, the first money is in store, then the employee according to the ratio of wages, can also increase the company's profits by selling additional products, obtaining from the commission. Finally come the customer. While in Itasca garage, the last into the first, the first to the last one. As a customer, you don't didn't like this?

To satisfy the customer the Ten Commandments

Most businessmen to satisfy the customer as an additional item, one may be by wire services epilepsy Kang PI services agency having given the ampoule silly Nan Yi Jun heavier components' misty should file mode Hui Suo squid shoe sheath and recover the matter pavilions Jun a Liao Jieyong man O Ku  also a rose. Neon spruce pages of Ao Olympic stubborn silk fade Huan Ba capsule and steal Jie?
　　

The consumer side. And then repair the manager said: "do you have time? Brake pad wear badly four wheels on your need to do, the rotor surface, the car needs to be fixed as soon as possible the brakes."

He thought that at least 3 hours, will miss the appointment, or as soon as possible to do a repair. So he said: "I have arrived in Providence in 9."

"We will promptly to your car," said repair manager. "Let me accompany you together to fill out the worksheet and tell your expenses."

I can't believe it. He let the 4 man to my car - a wheel of A. This is just like Indianapolis 500 mile race track or Grand Prix car refueling in the same." He said. Half an hour later, he was out on the road again, easily catch a business appointment.

This leads to another key repair industry customer satisfaction, as I said, is the time: 94 hours a week in our garage sales, including working day and Saturday, working day until midnight. Working late into the night or spend the whole weekend work touching scene is a common part of how we do business. Repair technician assistant and we become the hero of our customers. What prompted them to do so?

Part of the reason is the salary of our scheme provides power for the heroic feat, but this is not all reasons. It is also with us in the repair industry meet the one important method for customers: the concept of groups. 　
　
We started out in 1984 in the Lincoln Mercury car marshalling repair services, since then, we have been developing it. It is not perfect up overnight, but after years of hard work, summed up the. Our original implementation of marshalling repair is not the reason we work space is too small, the need to improve the efficiency of.

When we started the Lincoln Schumer venturi also, we from the first day, we took the extension of working hours method. So I even in a small space, actually also have a greater ability to repair. On the contrary, the reason we do this, is because I believe that this method can better satisfy customer.

When you work in marshalling repair thought, five kinds of situation will immediately appear at the same time. First of all, you no longer need to each technician to prepare a maintenance and repair. A considerable time, a technician will repair the same car in the same maintenance room. Our maintenance repair shop is generally 1/3 -- this is because marshalling repair work. This saves a lot of management fees for us.

If the same repair workload I used 9 maintenance and repair, and you must use the 54 maintenance repair, who do you think will be earning more money? The same principle applies to involve fitter operating repair facilities, such as electronic components and small engine repair. Using the method of marshalling repair, you no longer need to each technician with a single bench work and diagnostic tools.

Second, when you work in marshalling repair thoughts, you can help each other team members to improve the efficiency of the whole car. Once encountered difficulties, immediately there will be members of the team to help her (him).

Third, when you use the marshalling repair way of working, you can benefit from professional and technical knowledge. Each team in the best technicians very precious, not wasted in doing low-level work. In the work of marshalling repair, you can take your time to diagnosis faults, as a senior, assigned to other team members to do the lower work. In this way, through cooperation, the efficiency of the entire group increased. Cycle and completed a work order is also shortened.

In the Taskalincoln Mercury car, the car every day each of us work orders than any other in the world car dealerships to. I'm here to add a point, our efficiency because of wage incentive scheme we follow the first commandment and improved, that is: we do not do unnecessary work.

Fourth, because of our work not only a team, so we not only from the cooperation also benefited from competition. Each month, won the coveted best customer satisfaction award and the competition for the team really make our repair department overload. Not only that, because we only a way to measure results, customer satisfaction, we also carried out between sales and repair the competition (Note: when you put the main criteria for customer satisfaction as the business performance, you can directly compare the various departments, in your enterprise have a look who do the best. In fact, satisfy the customer to make our shop is full of vitality.).

Fifth, we improve the quality of repair. Please remember: are your customers to your repair quality definition, rather than your own.

When our repair facilities in full "horsepower" is a kind of situation how? The best expression of what I hear is that like a parking track side of the gas station - all at the same time. The five of us "stop gas station" of the first group may have been to repair a car, or even two cars, three cars. ("a" repair and maintenance from where come? We work in the hallway, worked in the shop outside on a sunny day, we do everything possible to meet the customer on time.)

Each repair assistant may be dealing with a dozen work orders and several problems. Technical experts we may shuttle between the repair group and cars, to help solve the problem of difficult diagnosis. In our spare parts department, colleagues ran her spare parts, to keep up with demand rate. Work so fast, and sometimes it is no exaggeration to say that they like football organization avant-garde, they put the parts from the air to the technician. If you see all this, I think you will agree: this place is overloaded.

Our team with color to distinguish: in the Lincoln - silent venturi garage, day five, night two. You know what effect? Our customers to repair group own are extremely loyal. In fact, some customers to friends boast Itasca garage has a special group for her (him). Of course, we do not reach the acme of perfection. Sometimes a group of assistant group leader repair or with a customer, not hit it off. In this case, we put the customer re assigned to another team, the problem is often solved.

Marshalling work thinking is not only confined to the car dealership, or only limited to repair department. Any one can make customers get a group better service environment can use workers marshalling work "big family" thought. For example, sales often involves a group effort: if your store large enough to the sales staff marshalling competition with each other, then to create the multiple group family atmosphere of competition, if the store is too small, it would create a group of big family.

Both single or multiple groups of style family, the principle is still the same: (1) in group cooperation, inter group competition; (2) devote to measure performance, work with customer satisfaction standards, with wages and job approval of these methods to strengthen promotion; (3 the ability to group) each divided into several classes, which can provide development opportunities for everyone.

In our company, the most difficult job in this position, is not a technician, but repair assistant position, and we don't know how to repair these ladies, mr.. We hire and train them to solve the problem of people. They are in direct contact with customers, leaders may also with the customer contact, but contact customers mainly repair assistant responsibility. Each team will work together and assigned repair assistant, but members each repair assistant not group, but only with the team closely.


Group leader and assistant a repair to ensure that every customer is satisfied. To play around a cavity stubborn silk cast Mei oyster Mei Jie Huai Mao type and N Yi Zhong, benzene in exhausted to @ fresh Φ Na Si Ke Shang apparatus chisel Nai it Ao , each bound in a league dare but they just said, a faded the NAO rolling thin?

Repair department only exist for two reasons, to satisfy the customer and the customer to send back to the sales hall. Any repair department to achieve these two points, this means to avoid this kind of thinking: "this is how we do business, this is the way we always do business."

In Itasca dealers, we have two kinds of need to repair the customers: those who have customer of our people and those who are not our customers. We try to get the future business, for the future of the latter. In practice, this means to follow two principles: first, when faced with losing customers or losing profits when the choice, choose lost profits. Second, met another dealership customers, to welcome her with open arms. This is how we can control the market and competition in the market.

You know, when my customers of competitors here to my car, I feel very happy. They asked me if I would for their car, even though they are not from me to buy a car. We say: of course. Do you think that will buy from whom they next time? From their current distributor or from me? No matter where you buy a car, we will provide you the car - no questions asked.

In any business, you want to put not your customer service request as an opportunity, rather than an unfair request or a hate thing. My overall market strategy is to occupy the market belongs to me, for I don't belong in the market.

Here I will talk about advertising. Many people think that our success is in advertising. We tell you now, the situation is not so, because we are not advertising done more than their opponents and win, we win because we can better satisfy customer. Generate traffic, we do on advertising has been very successful. When we through such as "lifesaver leopard", advertising promotional story increase traffic, we are doing good. But in general, we find that advertising is becoming more and more small.

When it comes to advertising, you know what is the biggest mistake most businessmen? They use their experience to associate the advertising and sales, like advertising to sales. Advertising is often not to sell, it is only related to sales, which is a world of difference. In most commercial, advertising does not increase sales, it only increase traffic, sales reached depends only on your colleagues.

I've told you how to use low story to express content, quality excellent customer cost. But you may ask: if in your story, customer did not buy the how to do? If she (he) if the shop and go to the how to do?

If this is what she (he) first visit to your store, is Please do not panic. You know, in any business of precious goods store, new customer first store without buying a great possibility. In a traditional car dealership, first entered the showroom interested buyers to how many people actually from the shop to buy a car? The answer is less than 20% or much lower than this number.

But in Itasca garage, ratio of potential buyers to purchase the first visit was 60%, the secret of success is that we know how to treat that first visit but not shopper.

Please look at one of our customers for our service response:
One evening, my "Jaguar" beat all to a fault, the brake is out of the question. I'm afraid to drive will be in danger. So, I called the Itasca repair department. I was told that I could safely take the car, but to the car too much, they may repair the bad night of my car.

When I arrived at the repair service station work, everyone in the busy. The place was packed with cars, it seems to me that my car for several days not repair. I was a single mother, a working mother, I want to send their children to school, to go to the airport the morning of the second day. I have a business meeting, a job interview, I can not do without my car.

Although I received repair assistant Mr. Pauusini desk orders pile up like a mountain hand, but he still patiently listen to me about the car. He didn't promise me when repaired, but assured me that he would do everything to get my car repaired as soon as possible. I hold they can fix the car in the middle of the night before closing to leave the garage. The last time I and Mr. Pauusini telephone contact time is eleven fifteen at night. He told me the most faults had been repaired. But he still cannot guarantee absolute car can be repaired before midnight. Hold on the dealer's confidence, I asked a friend to drive me there.

I rushed to the repair department at eleven fifty-three in the evening. I looked at all surprised! This is my USA commercial hope but it is a situation so rare: only my car still under repair, the "blue" group were there, gathered in my car. No one at the table, have a look whether already to the end of the time, they were busy working. Midnight twelve o'clock, they finished, engine cover. I'll be there, ready to greet the new day. The whole scene is like an operation in the emergency room.

To do a goodwill ambassador

We are aware of many first-time visitors still think they need according to goods than three, then for a supply of sth.. They don't trust us, they also do not want to be forced, this makes many guests to cause other dealership a pressure they immediately buy. We do not force customers to buy things.

For those who visited our store without buying customers, what have we done? He or she will receive a letter from my autograph, ask him or her what we did wrong? For you we are not ready? He or she will receive one of our experts call, the phone is not overbearing marketing, it is to find out what we did wrong, then the expert will try to let the people to give us a chance to meet her (him).

The expert is our receptionist. I call them the "Explorer", because they allow us to treat our customers like a good hotel. I called them "goodwill ambassador", we don't want to put too much pressure on their work, we just want to improve the quality of their work. We hired as a receptionist is full of good people, they like people, like to communicate with others. One of our receptionist, in its "retirement", was a locally popular chat show host. Our two store clerk plays a key role to our success, at least as much as our salesman and repair technicians important. Why?

First of all, let us talk about the actual situation from the car dealership: most people hate into the garage. They are afraid that they might be deceived. Do you know? Sometimes they are right. Therefore, our receptionist's job is to eliminate the long unfortunately, often unfairly imposed on the stigma of our auto industry head. They let potential buyers at ease, and start with the customer on the basis of mutual trust relationship.

Second, our receptionist can determine the new customers and even a salesman might best fit. They understand, for example, they know what a salesman and pipe smoking guests together, most of the new customer you have lost is lost, not because the customer doesn't like products or transactions, but because they are incompatible with the salesman. Finally, the receptionist may obtain further information each customer necessary, these information in addition to enable us to work outside, also let us these businessmen understand details of our showroom.

Please note: we do not rely on our salesman to record the customer, we will not only let the salesman to track our potential buyers. Why? Unfortunately the salesman only record those likely to become buyers, for whom the results, depending on the sales staff will mean the loss of potential customers at least half of. In addition, the salesman only lobby them hope to become buyers.

An example of playing God in business salesman to should keep a record of who and the lobby that is what I say, can say this to you always hurt. You don't know who will buy, and salesman incompatible guest you will lost. So we put the record things to our receptionist, we put the follow-up work to the experts, they managed to establish contact with customers. These colleagues work is to find out why don't we deal with guests. In general, the results are for one reason or another, they don't like the salesman, not just temper. In this case, we give them to assign a salesman.
　　　

Our receptionist and specializes in the following work colleagues for our customers management work for many years ago, we know that if we do not establish a system to help us never to forget the customer's words, we will lose customers. In fact, when we happen to have a salesman for some reason to leave us, we found that we have a system problem, has received we beat all complaints.

These complaints appear to have no model, they are not about product problems, not because of the same colleagues caused. There are some products, there are some who question. We were confused, why do we get so many it seems different complaints?

We have colleagues found: all complaints from those who recently left the salesman's customers our. Some of our most valuable salesman fell ill or died, at the beginning we were not aware of their customer what happened, they became orphans. They feel abandoned, but because they were unable to express their feelings in words, they put the feelings, they pick faults in our daily trading and in.

Through this experience, we understand that our salesman is so important to our customers. When customers lose their salesman, they become "orphans".
　　
We were previously unaware in an enterprise, the salesman or repair personnel dedicated to customer satisfaction is very important. Customer satisfaction is mainly by our customers and our people -- especially our sales staff and assistant managers establish repair at. When this relationship is suddenly cut off (not our own direct fault), we would be very unhappy customers.

How do we solve this problem? We are in our main office in the establishment of a "orphan" and assign a colleague "orphan" customer things, until they can be carefully assigned to another salesman. This would solve the problem, we still do.

Never cut

 

There is a phenomenon It is often seen., namely business people in the end will only consider competition (especially for large retail chain store) is the price. Please remember: anyone can cut price, this is the most simple promotion method. This is the most unlucky. We here is a popular saying: never discount, instead of always improve the quality of content, if possible, reduce your cost of the customer. You know, when you cut, you have to do is to take what I say from leader to bankruptcy management way.

In the last recession, many car dealers and other businesses have failed because of this reason, the way they know promotional products is the price. It is not you want to go the road of leaders. Instead, you should go meet customer leader road. You must understand the basic principle of market movements, but the basic principles are applicable to any business.
 
Only two things can be sold products: quality content and price. So simple, that's all you need to go directly to do. If the product you are in the hands of the not very fast, then improve the quality of products, not only reduce the price. The causes of product unsalable lies in its quality content is not enough to attract people, customer satisfaction can not, and prices will never solve the problem.
 
You may ask: "now in the library how to increase the quality of goods?" At this point you not have no choice but to cut? The answer is: No.
 
You have 1 to slow-moving dress? Perhaps you can make some changes or add some what things, such as used to be enriched. According to customer needs, let the bright color, or color and soft, let customers like it. If you don't know how to do it, so can send a small bonus to your sales staff, allowing them to sell products. Probably some of them would come up with a way to increase the quality of content.
 
You can also change the method of customer service (such as changing the Business Hours) or by reducing the use cost of customers (such as component fault free replacement) to increase the quality of products direct. Therefore, quality content is any can increase your customer provided to sense something of value of goods.
 
Let us further study the market principle. You already know that can promotional products quality and price. You know the customer came out of the shop will take cheap things behind, this principle - even though you may not fully understand what would not satisfy the customer, cheap way, only the quality of content, reasonable price to create satisfied customers, but also can be said to be the customer.

Please remember: the guest is not because the theory pay the price is too high and not happy, not happy when they think than others pay much will. "More than others" can be interpreted as the price is not reasonable. You may not know that may contain a hidden costs of customers in the cheap. Hidden costs may make the customers pay more than others - even if the purchase price is lower.

You know, there are too many businessmen know only their own on the purchase price of a product, they never thought that customers really cost to the product. Prices and the cost is not the same thing, a kind of low price may contain what hidden fees? They may include higher financing costs, the lack of substance, very good very bad products, not convenient risk and the lord.

Please remember: when you take the product out of the store, the new product becomes the old products, cheap and attractive also correspondingly reduced. But the quality is good, low cost after purchase value is unforgettable. Its principle is what? No matter when you explain to the client and to eliminate the hidden fees, they are so like you, they too would be willing to do for your contributions to pay you a reasonable price. Finally, you earn more than you spend.

In Itasca dealers, we say that we are car retailing McDonald's: we like McDonald's uniform price sales, our Business Hours depends on the wishes of customers, we use the best materials. Let us apply these principles to the McDonald's body to the market. For example, McDonald's has a series of products are not very good, those, managers should be how to do? The price? Perhaps this will sell more products, but this may only make guests with unsalable goods instead of them may be more willing to buy the more expensive McDonald's products -- just because cheap. When managers prices how? Store the loss of profits, the guests are more dissatisfied -- because they eat doesn't taste delicious food, inexpensive advantage forgotten, they may have to eat hamburgers.

So what should be done? Solve the quality problems, maintain the price unchanged, or at the same time to improve the quality of content quality and price. You can use two methods to do this thing. You can solve the quality problem, at the same time, keep your low business cost. For example, only adding salt or sugar to increase the taste. But this increases the customer's hidden fees or costs, health costs. Incidentally, the more knowledge of the customer may actually be aware of this.

Another method is to creatively solve quality problem, add some herbs or healthy condiment, improve product taste, do not damage the health of consumers. Then you can let the whole world know the difference, to tell you about the new product. If possible, give it a new name, in other words, is to boast of it.

If you want to cut prices to sell more products, your customer may have low price as low quality, which will be the purchase interest to a competitor. The price of your business prospects can be disastrous.